Facebook Hashtags & Social Engagement
Analytics firm Simply Measured released results from a study of the Interbrand Top 100 at Facebook, finding that while there has been an increase in the use of hashtags on the network among that group (upwards of 20 percent), hashtags just aren’t resulting in additional engagement.
Those brands social media marketers must not have read WM’s article on “Doing Facebook Hashtags the Right Way,” #justsayin.
According to the SimplyMeasured study “Hashtags, Engagement Rates & Content Analysis”, 98 percent of the Interbrand Top 100 already have Facebook fan pages, with 60 percent of those brands posting at least once per day. While the average number of posts for the brands was 1.5 posts per day, some brands are posting as many as eight times per day (although that’s exceedingly rare).
SimplyMeasured shared a few other noteworthy insights including that total brand engagement is not impacted by a brand’s average number of daily posts. The study also revealed that visual content still drives the most engagement for brands on Facebook, with photos averaging more than 9,400 engagements per post and videos averaging over 2,500 engagements (defined as likes, comments and shares) per post.
Perhaps one of the most interesting takeaways from the research is related to the length of a post/update. Simply Measured found that engagement dropped off significant for posts with less than 50 or more than 250 characters.