Two weeks ago, in ‘Hashtags on Popular Social Media Sites: The Ultimate Guide,’ I explained how to best use hashtags on the most popular social media sites. I discussed Facebook, but as with LinkedIn, it stands out in hashtag use. It seems like hashtags on Facebook are almost not done. The tip I found was: “Use only one specific hashtag per update and place it at the end of the post. Doing this will catalog your message without having the tag distract from what you have to say.”
I have been following this practice for ages, but in this blog post, I want to know why and how much hashtags contribute to brands’ posts on Facebook. Below, I examine hashtag use on Facebook by looking at research and expert opinions.
Hashtags on Facebook: what etiquette should we follow?
Facebook may be the biggest social network, but it is not the first thing most people think of when talking about hashtags. Nick Schäferhoff says that this is for a good reason.
People rarely use hashtags on Facebook, partly because of convention and partly because using hashtags seems detrimental to your reach and engagement. A BuzzSumo study of one billion posts came to the conclusion that tagged posts actually performed worse than untagged ones.
So, brands should not use hashtags on Facebook at all? Not entirely, Schäferhoff claims. They can be useful to promote an event or campaign. Your audience might also be receptive, however; to find that out, you need to do your own testing and make decisions from there.
However, when you do try out hashtags, research is very clear about the number to use per post. One or two is permissible; after that, engagement starts to drop off.
After reading the results of the research mentioned above, Scott Ayres had the same question as me: “Should hashtags be part of your Facebook marketing strategy?” He asked 13 experts for their opinions on this. To Ayres, these pieces of information the experts gave him stood out the most:
- Use hashtags (1 or 2 only) when they make sense and when you use something relevant that people can filter or to find more relevant conversation – Ian Cleary
- I recommend industry-specific hashtags and creating your own if they will be relevant to your audience – Peg Fitzpatrick
- You cannot really go wrong by using them – Mike Gingerich
- If you are currently using hashtags in a campaign on Twitter or Instagram, start including those hashtags in your Facebook content – John Haydon
- For some reason, Facebook hashtags have no significant impact so far, at least for marketers – Francisco Rosales
- Hashtags can help your posts be more searchable on Facebook – Zsuzsa Kecsmar
- Use tools to find other trending hashtags related …read more
Read more here:: B2CMarketingInsider