Facebook hashtag fails to take off?

Facebook(Reuters)

This ain't Twitter, hashtags don't work here! Using hashtags in Facebook posts may be a fun strategy for companies trying to grab the attention of consumers, however, it doesn't appear to be paying off, a new study has claimed. The study by a social media analytics firm showed that although 20 per cent of Facebook posts among top brands now include hashtags, however, there is no evidence that such tactics is influencing their engagement.

Hashtags provide users a way to group messages of similar content. Researchers show that posts using the newly introduced hashtags perform only as well as those without it, suggesting that users are not yet finding brand posts by their tags. The study showed that visual content is by far the primary driver for engagement on Facebook. Pictures posted by top brands average more than 9,400 engagements, which includes likes, comments and shares, per post, while videos average more than 2,500, 'BusinessNewsDaily' reported.

Researchers said when it comes to text posts, brands must walk a fine line. Analysis of more than 500 status updates from the top brands shows that the longer a status update is, the less engagement it typically receives. However, if a status update is too short less than 50 characters it may not be long enough to capture viewers' attention or provide the necessary context to drive the number of likes, shares and comments a company would like.

"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," said Adam Schoenfeld, CEO of the firm Simply Measured.

Please read our terms of use before posting comments
TERMS OF USE: The views expressed in comments published on indianexpress.com are those of the comment writer's alone. They do not represent the views or opinions of The Indian Express Group or its staff. Comments are automatically posted live; however, indianexpress.com reserves the right to take it down at any time. We also reserve the right not to publish comments that are abusive, obscene, inflammatory, derogatory or defamatory.