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
- Study highlights consumer behavior in tablet purchase journey
- Britain leads Europe's online shopping boom
- YouGov: Mobile commerce confidence grows among consumers
- Study finds the moments ads will most likely garner attention
- Report: SMB owners optimistic about 2014 holidays
- Brands: Why you need to connect social and cross-platform marketing objectives
- 35% of U.S. online shoppers won't browse or buy from Alibaba
- Top 3 tips to create a multi-channel strategy that works
Featured White Papers
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...