When Facebook announced clickable hashtags earlier this month, it introduced a way for brands and users to create context for their posts. Hashtags can change the way users discover content on Facebook, and the tactics brands use to engage fans.
Organized, searchable content on Facebook will drive users to discover what’s happening in real-time, just as they have done on Twitter.
For brands, this means the ability to take part in trending discussions, but more importantly a way to link their largest social audience to conversations taking place on Twitter, Google+, and Instagram.
A single hashtag can now connect brand messaging
across each of the major social networks. Tweet This
Facebook hashtags are still a new feature that many brands are working to make sense of, but already the Interbrand Top 100 Brands have made more than 250 posts with Facebook hashtags.
Two weeks after Facebook hashtags became available, 56% of the Interbrand Top 100 Brands have made at least one post that included a hashtag, and more than half of those brands posted multiple times. 18% of top brands have made five or more Facebook posts with hashtags.
Since they were announced on June 12th, the percentage of Facebook posts containing hashtags has increased significantly. More and more of the top brands are recognizing the value of including hashtags in Facebook posts. This is a trend that we expect will continue.
Examples of brands using Facebook hashtags to drive participation across multiple networks are already being seen.
Efforts to engage fans on the channel of their choice will allow brands to maximize engagements with social media campaigns and lead to more unified brand messaging and social presence across channels.
Moving forward, Facebook marketers will be able to leverage Instagram even more by giving context to discoverable visual content, and when hashtag functionality is extended to mobile devices, so will the potential for second screen engagement.
We’ll continue to monitor hashtag usage on Facebook among the Top 100 Brands. To start measuring hashtag performance for your brand across each of the major social networks, request a trial, and follow @simplymeasured for more insight and analysis.
I'm a Marketing Manager at Simply Measured. It's my job to deliver content in a way that engages and informs social media professionals. My areas of expertise are marketing automation, conversion and social media analytics.