Since its infancy, the hashtag has become a widely adopted part of our linguistics. I remember when I was growing up AIM talk was all the craze, BRB, LOL, etc. But as a society we have not only evolved with our social language but we have watched it morph into the brand language of businesses, government included.
The ability to analyze the business of the hashtag has now crossed into the boundaries into ownership. As marketers we are continuously monitoring what works or doesn’t work on our social media channels. As people, we joke with our friends using hashtags such as, #nofilter, #wineplease but what happens in another 6 years of evolution?
Just the other day I read an article that stated “In 2015, after a total of 1,398 hashtag trademark applications were filed across the globe, according to new research from Thomson Reuters CompuMark.”
Companies are now taking the extra leap, to trademark hashtags as a way to protect their brand. For example, Pepsi registered #sayitwithpepsi
The question becomes what does that mean for the private consumer? If businesses have the ability to trademark, can anyone? Will their be regulations in place regarding what constitutes a trademark worthy hashtag?
Whatever the future holds for the next phase of life for the soon-to-be commercialized hashtag, we will always get a chuckle out of this: Jimmy Fallon and Justin Timberlake: #Hashtag