STUDY: Top Brands On Facebook Using Hashtags, But They’re Not Increasing Engagement

The good news about hashtags on Facebook, from analytics company Simply Measured, is that 20 percent of posts by Interbrand 100 brands, or the top 100 global brands, are using them. The bad news: Simply Measured saw no “measurable change” in the performance of posts with hashtags and those without.

Simply Measured feels that this is an indicator that Facebook users are not yet using hashtags to discover brands’ posts.

Other findings in the analytics firm’s study of the Interbrand 100 included:

  • The longer status updates are, the less engagement typically results, but on the flip side, status updates of 50 characters or fewer did not perform well.
  • 29 percent of the top brands do not allow Facebook users to post on their walls, which results in engagement 15 percent lower than brands that do allow it, as the former’s engagement is limited to likes, comments, and shares.
  • The averages for the top 10 brands are 19.8 million likes and 2.5 posts per day, but “a large variance” exists.
  • The top three brands in terms of likes are Facebook (93 million), Coca-Cola (68.6 million), and MTV (45.8 million), but the top three in terms of overall engagement are Disney, Ferrari, and Intel.
  • Automotive brands dominate the top 10 in terms of engagement, with five spots — Ferrari, Mercedes-Benz, BMW, Harley-Davidson, and Audi USA.

Simply Measured CEO Adam Schoenfeld said:

For most brands, Facebook is no longer just a network; it has become the hub of their social marketing efforts and one of the most effective ways to engage with fans. 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.

Readers: Why do you think hashtags on Facebook don’t seem to have caught on yet?

Image courtesy of Shutterstock.

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