During the first hours of this Saturday, a trend within Twitter attracted attention. And it is that a particularly unusual hashtag began to be part of the conversation of hundreds of users. We are talking about the now popular # 81921CB23227, which seems to have captivated Twitter users thanks to a small detail.
This label made up of a series of numbers has generated a peculiar phenomenon on Twitter, after a large number of users will use it to publish all kinds of content.
The appeal of the # 81921CB23227 tag is that once it is used in a post, when you bookmark it, the classic Twitter heart reacts with an animation.
The discovery made by Twitter users has quickly become a trend within various markets and now the publications accompanied with the hashtag # 81921CB23227 are the constant.
# 81921CB23227:
Because of what happens when you ‘like’ tweets with that hashtag pic.twitter.com/6M65duB0LZ– Why is it a trend? (@Kante_Bostermo) August 21, 2021
If you give fav, it comes out looool
# 81921CB23227 pic.twitter.com/5q2H1vpzpu– Froggy (@ Froggy_21) August 21, 2021
# 81921CB23227:
Because of what happens when you ‘like’ tweets with that hashtag pic.twitter.com/6M65duB0LZ– Why is it a trend? (@Kante_Bostermo) August 21, 2021
This type of animation has proven to be a way of delivering differentiated experiences to the consumer, with which in recent times various brands have “altered” the famous heart of Twitter to promote certain proposals or events.
For example, towards April of last year, in the middle of the premiere of Mulan, Disney decided to support an “animated like”. In this way, when reacting with a like to any publication that used the hashtag #Mulan, the classic heart of Twitter was transformed for a few seconds into the logo of the production. The small animation became the reason for hundreds of messages that applauded the small great detail.
#Mulan I’m going to put and remove the like for the whole day. 😭😭😭 pic.twitter.com/ZQxJ4k5851
– somo: smoke ☾≛ (@bamliness) September 4, 2020
In the same way, this type of strategy has become the constant around Apple events, a firm that in its keynote last September, achieved that each time a publication that used the hashtag #AppleEvent was given a like, the classic heart of the social network showed a peculiar animation that led hundreds of users to speculate about what was expected of that event.
The outreach strategy executed by Apple worked. The hashtag #AppleEvent reached more than 139 thousand related tweets, according to estimates provided by Twitter.
“The little details” on Twitter using the hashtag #AppleEvent when the heart of “I like it” is touched and the animation is different from the original, attached to the design of the invitation for the event this September 15th. 🍎 pic.twitter.com/Ui0H1jR9Zh
– lǝnuɐɯɯǝ (@emmreyesz) September 15, 2020
Although we are talking about small details, in reality it is about movements that, although simple, attack an aspect that should be the priority for many brands: The consumer experience.
After the coronavirus, the expectations of customers and consumers have increased. The customer now expects more than a simple digital transaction or an omnichannel offering. Tin brands are forced to anticipate experiences throughout the entire customer journey.
Thus, the competition is not with the rival of the category or that of another segment that begins to offer products of the branch. The true aspect to overcome will be the previous experiences that the consumer has lived.
In this game, details like the one above can certainly add up to a lot. Will any brand be looking to capitalize on the popularity of the hashtag # 81921CB23227.