Facebook team has been working hard to promote its hashtags feature, which was launched in June this year. Despite launching the trending topics module and urging users to explore more hashtags, a study by EdgeRank Checker reveals that hashtags are not contributing to engagement improvement for posts by pages.
Here's what EdgeRank Checker has revealed:
- EdgeRank studied more than 500 pages and found out that page posts with hashtags have less viral reach than a page post without it.
- Organic reach and engagement per fan for posts with hashtags was less.
- EdgeRank Check analyzed Twitter accounts of 50 out of 500 Fortune companies and saw an increase engagement for Tweets with hashtags in over 70 percent brands present on Twitter.
- The Facebook post with highest number of hashtags had 19 hashtags.
- 60 percent of the posts on FB use just one hashtag.
- Pages that post with hashtags tend to post more photos.
EdgeRank Checker Findings
"Our hypothesis is that not many people are clicking on hashtags. If many people were clicking hashtags, we should see an increase in viral reach for posts with hashtags. The data are not showing that. If anything, they are showing a decrease in viral reach. This brings up another question: Why would hashtagged posts have a decrease in viral reach?
We hypothesize that hashtagged posts don’t have the expected increase in viral reach due to how brands are using them. After examining how hashtags are being used, hashtags are often used in promotional material. For some brands, they’ve created campaigns around particular hashtags and use them in all posts associated with the campaign. By nature, campaigns are promotional and, therefore, more likely to drive less engagement, fewer clicks, and, ultimately, less reach".Facebook Hashtags Not Working for Posts By Facebook Pages - Study by EdgeRank!,