News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Facebook hashtags have little effect on engagement
Hashtags are a powerful discovery tool on Twitter but, according to new research, they have little impact on engagement within the Facebook environment.
Back in April, I reported on how consumers are using hashtags on Twitter to explore new content. A survey by RadiumOne found that 41% click on hashtags to find out more about a product or brand.
Kamal Kaur, VP of mobile at RadiumOne said "hashtags implicitly reflect consumer sentiment and are one of the most powerful ways consumers have to vocalize their tastes and preferences at scale in a real-time fashion".
However, it turns out the same can't be said for the introduction of hashtags on Facebook.
Research from social media analytics firm Simply Measured has found that, while 20% of top brands' Facebook posts now include hashtags, there is no evidence they are influencing engagement. In fact, according to the research, posts with hashtags perform just as well as those without.
Almost all of the Interbrand Top 100 brands have a Facebook presence, yet just 20% of posts from the group have incorporated hashtags on the social network.
Instead, visual content is by far the major driver of engagement on Facebook. Photos posted by top brands average more than 9,400 engagements (which include Likes, comments, and shares) per post, while video posts average more than 2,500 engagements.
"This latest research once again proves that knowing your audience, understanding your content assets and measuring your efforts are extremely important to develop the social strategies that will work best for you," said Adam Schoenfeld, CEO of Simply Measured.
Image via Shutterstock
- Demandbase: What won't happen in 2015
- Ecommerce Roundup: Shoppers findings leads on social media
- Report: Analysis high on B2Bers New Year List
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...