More brands are trying to trademark their hashtags, with 1,398 applications filed around the world last year. American companies submitted the most hashtag trademark applications, followed by those in Brazil, France, the UK and Italy.
LinkedIn has announced that users can now employ hashtags to search and share content on the site. The feature is currently available only on LinkedIn's mobile app but will be rolled out to all platforms.
Half of last year's #SuperBowlAds included a hashtag to socially activate campaigns with viewers' second screens. Brands should use hashtags to track conversion, engagement and to measure return-on-investment.