Post on 10-May-2015
description
5 Effective Tactics for Facebook Hashtags
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Hashtag Usage Among Top Brands
In our recent study of the Interbrand Top 100 brands on Facebook, we analyzed brand adoption of Facebook hashtags.
By the end of June, hashtag usage had increased to nearly 20% of all posts.
However, hashtags in brand posts did not yet appear to be driving additional engagement.
*Stats reflect data between June 20 - June 30th
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Brands With Effective Hashtag Tactics
Although hashtags have not yet proven to consistently drive additional engagement, these brands have already demonstrated examples of effective Facebook tactics.
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No. 1: Cross-Channel Campaign Promotion
#PassionProject
Ex. Post Engagement: 10,362
Brand Average: 1,689
Engagement Factor: 6.1x AVG
American Express is creating awareness for its #PassionProject campaign by using the same hashtag on Facebook, Twitter, and Instagram. This makes campaign content discoverable across networks.
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No. 2: Seasonal Hashtags for Seasonal Products
#Summer
Ex. Post Engagement: 9,038
Brand Average: 1,571
Engagement Factor: 5.7x AVG
Seasonal hashtags present an opportunity for brands like Moët & Chandon to promote #Summer products by tapping into a broad topic. Countless brands are already promoting products with direct links to buy.
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No. 3: News Jacking, It’s Not Just for Twitter
#Wimbledon
Ex. Post Engagement: 1,088
Brand Average: 168
Engagement Factor: 6.4x AVG
Brands can use Facebook hashtags to create awareness for their pages by tapping into event discussion and providing valuable content. Recently Credit Suisse used #Wimbledon to highlight its player sponsorship.
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No. 4: Use Already Popular Hashtags
#ManiMonday
Ex. Post Engagement: 3,387
Brand Average: 1,012
Engagement Factor: 3.3x AVG
Popular hashtags on other networks can be extended to Facebook. Context has already been created for many popular tags on Twitter, Tumblr, and Instagram. One example is cosmetics brands’ use of #ManiMonday.
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No. 5: Leverage Your Largest Audience
#BeyInspired
Ex. Post Engagement: 8,171
Brand Average: 4,924
Engagement Factor: 1.7x AVG
MTV has shown how brands can use Facebook hashtags to run integrated contests and promotions to encourage fans, their largest social audience, to participate on other networks like Twitter, Tumblr and Instagram.
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