To teach is essential to learn so that teaching allows us not only to be up-to-date, but also to be able to transmit knowledge to very different people. It is valuable on a personal level, but also at a professional level. If you get a technical concept to learn from someone with no basic technical knowledge, it is more likely that you can convince a client without that knowledge that you will create value for them.
So last week I was in Pontevedra, teaching once again at Google Activate yourself on how to make a Digital Marketing Plan, use Social Media and perform Performance Marketing campaigns, when some young and talkative students between 18 and 19 years old approach to ask. How do I know his age? They told me. Which makes it clear that they were going to make blood. At that time I was explaining how important the hashtags were on Instagram, so I was not expecting at all what I was going to hear.
For those who do not know, hashtags are a type of metadata that are characterized by starting with the symbol of the pad (#). They are very typical in social networks, especially on Twitter and Instagram currently. In fact it is considered that its modern origin comes from a message in this social network launched by Chris Messina (@chrismessina) in August 2007 who asked his followers: "What do you think about using the # pad for groups? Like in #barcamp [msg]"
Since then, the use of hashtags grew and became so popular that Twitter finally began to make them part of their DNA. This type of tags (or tags) help to focus the message from a series of keywords (keywords) that make it easier to search for it, or spread it, by relating it to a specific content or conversation topic. They are used to promote and communicate events, and is very fashionable right now, for example the #MeToo, recognized worldwide. But they are also used to express feelings such as irony or sarcasm, and even to promote brands and advertise. They are so widespread that nowadays even television programs use them on a regular basis. To the extent that the term "hashtag" is defined in the Oxford English Dictionary since mid-2014. Today rare are the "influencers" or brands that do not use a significant amount (if not disproportionate) of hashtags on Instagram.
So there I was, in front of dozens of people in Pontevedra explaining how to do marketing in that social network, when the voice of reality woke me up. I must say in his defense that the heroines of this story had the deference to approach in a break of the day, instead of letting go of the generational bomb in the middle of my presentation.
"Excuse me Loreto, this hashtags, does it really work?"
"Of course, yes, girls, they are used by brands," influencers "… everyone on Instagram knows how important they are"
"Ah, okay, it's that, you see, we do not really use them"
"No, what do you use?"
"And why do not you use hashtags?"
"Because … it's … well … the hashtags are from mothers!"
And there I did not know what to answer. I was in shock. I do not remember such a painful moment from the first time a ball approached my side and heard the terrible "lady, can you return the ball?", Which marks the passage from youth to maturity. At least psychologically. So after licking my wounds with the rest of Moms 2.0 of my grupete, I started to investigate to discover the harsh reality: it was true. The new generation is abandoning the hashtags and using massively other means to tag content. Specifically phrases of songs, which makes me think about the growth potential of Tik Tok, a social network that I love, but still to exploit, formerly known as Musical.ly.