Social commerce — the purchasing of products through social media — is on the rebound. And that rebound is being aided by an unlikely ally — the simple hashtag.
<adage_no_lookbook_links>Hashtags have migrated to Facebook from their origins on Twitter and are growing in use from Google+ to Tumblr as well. They have particularly benefited from the explosive growth of Instagram, where they makes photos and videos easily categorized and searchable.
Now hashtags have an increasing presence in online search, and brands are realizing the hashtag’s potential to be a link that unites messages in an increasingly fractured social-media landscape. While social networks will come and go, the hashtag is a tool that allows brands to be identified across any of them; content can then engage the social-media audience on whatever site individuals prefer.