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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