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
- Survey: Productivity software helping SMBs communicate
- How to use community Q&A to increase your reach
- How to use organic social posts to reach non-fans
- Keyword carelessness inhibiting UK travel brands' discoverability in App Store
- Android ahead of iOS in mobile ad traffic
- BrightRoll, Marketron announcements offer more measurement
- Study: SMBs turning to multi-channel to engage
- Young adults more likely to Facebook their dining experience than review it
Featured White Papers
- "Abandon Cart Emails" - Why We Don't Buy
For this paper, sponsored by Magento and Bronto Software, over 1,000 online shoppers were surveyed about their awareness of shopping...
- Learn 5 Ways the Cloud Will Enhance Your Professional Life in 2014
In 2013, we finally understood the cloud. Now we're ready to make the most of it. Online file sharing can...
- Users Hate to Wait: 8 Timely Tips for Speeding Up Your Website
Statistic after statistic shows that even a millisecond delay on your website can prevent you from converting customers, cost a...