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Rethinking the Role of Hashtags on Facebook

Hashtags

In the ever-evolving landscape of social media marketing, strategies are often built on a foundation of best practices and common knowledge. However, what if some of these assumptions are not as effective as they used to be? This question prompted us to conduct a new research project, aimed at unravelling the efficacy of hashtags on Facebook—a platform where the necessity of hashtags has been a topic of debate for years.

We asked ourselves “Do hashtags increase metrics on Facebook posts?” and set out to get some answers. 

Here was our plan…

To examine the impact of hashtags on reach and engagement metrics, we conducted multivariate testing on 1 of our client’s Facebook page. Our analysis focused on five key metrics, including reach, impressions, likes, comments, and shares. For this purpose, we designed 8 Facebook posts, 4 with hashtags and 4 without, which were distributed during peak activity hours between September and October. 

By adopting this methodical approach, we aimed to obtain a comprehensive understanding of how hashtags affect the performance of Facebook posts. After a week we reviewed the results of each post to determine the effectiveness of hashtags on Facebook.

So, what were the results?

Contrary to prevailing beliefs, we found posts devoid of hashtags exhibited slightly higher reach and engagement metrics compared to those with hashtags. 

This finding challenges the conventional belief surrounding the role of hashtags in enhancing post visibility and user interaction on social media platforms. 

Further analysis also revealed that neither the timing of posts nor the number of hashtags used significantly influenced the outcomes. This suggests that other factors, perhaps beyond the scope of traditional strategies, might be at play in determining Facebook post performance. Check out the results below. 

Posts with Hashtags After 1 week

Post Hashtags used Reach Likes Comments Shares
Post #1 3 34/37 impressions 1 0 0
Post #2 4 41/41 impressions 1 0 0
Post #3 1 36/37 impressions 2 0 0
Post #4 2 46 impressions 2 0 0

These posts, despite varying in the number of hashtags used, exhibited similar engagement levels characterised by minimal likes and no comments or shares. Additionally, their reach did not surpass the reach of posts without hashtags, suggesting that hashtags may not significantly enhance post visibility or engagement on Facebook.

Posts without Hashtags After 1 week

Post Hashtags used Reach Likes Comments Shares
Post #5 0 42 3 0 0
Post #6 0 55 3 0 0
Post #7 0 51 2 0 0
Post #8 0 89 6 2 0

These findings suggest a noteworthy trend: posts without hashtags consistently outperformed those with hashtags in terms of reach and engagement. Despite the absence of explicit categorisation through hashtags, these posts managed to attract more attention and interaction from the audience.

Here’s what we think

The data from this project reaffirms the suspicion that hashtags may not be as effective as previously assumed on Facebook. Posts without hashtags consistently exhibited higher reach and engagement metrics, challenging the conventional thought that hashtags enhance post visibility and user interaction. 

This initial analysis lays the groundwork for further exploration into the intricate dynamics of Facebook’s algorithm and user behaviour. The increased success of posts without hashtags in terms of reach and engagement metrics highlights a nuanced relationship between content strategies and platform algorithms.

This underscores the importance of data-driven decision-making in social media marketing! As we navigate the complexities of digital communication, it’s imperative to question assumptions and adapt strategies based on empirical evidence.

However, it’s crucial to understand that a social media strategy does not have a universal solution. Therefore, we encourage you to continuously explore and evaluate your own data to identify the most effective strategies for engaging your target audience and expanding your overall reach. 

What do you think we should put to the test next? Send us a DM on Instagram and let us know, or follow us to stay up to date with our next experiment.

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Contents

Being different isn`t the same as being distinctive.

A business can have a genuine point of difference and still be difficult to remember. It can also offer something remarkably similar to its competitors and become the brand people recognise first.

That`s because differentiation and distinction do two different jobs.

Differentiation gives people a reason to choose you.

Brand distinction gives them something to recognise, remember and associate with you.

And while differentiation often looks sideways at competitors, distinction starts by looking inward. At the stories, beliefs, experiences, relationships and perspectives that already make a business unmistakably itself.

Because the goal isn`t to be different for the sake of it but to become more confidently and recognisably yourself.

Our latest Studio Paper explores Brand Distinction vs Differentiation, why both matter and where lasting distinction actually comes from.

Link in bio to read more.

•

Studio Paper /002
Filed by: Oraco Agency
Reference: SP-002
Photo source: @joannaphotography.au
Filed under: #BrandDistinction #BrandDifferentiation #Branding #BrandIdentity

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Open post by oracoagency with ID 17971503363155444
Being different isn't the same as being distinctive. A business can have a genuine point of difference and still be difficult to remember. It can also offer something remarkably similar to its competitors and become the brand people recognise first. That's because differentiation and distinction do two different jobs. Differentiation gives people a reason to choose you. Brand distinction gives them something to recognise, remember and associate with you. And while differentiation often looks sideways at competitors, distinction starts by looking inward. At the stories, beliefs, experiences, relationships and perspectives that already make a business unmistakably itself. Because the goal isn't to be different for the sake of it but to become more confidently and recognisably yourself. Our latest Studio Paper explores Brand Distinction vs Differentiation, why both matter and where lasting distinction actually comes from. Link in bio to read more. • Studio Paper /002 Filed by: Oraco Agency Reference: SP-002 Photo source: @joannaphotography.au Filed under: #BrandDistinction #BrandDifferentiation #Branding #BrandIdentity

Attention and brand building aren’t always the same thing.

We believe having a perspective is one of the most important parts of building a distinctive brand. But there’s a difference between sharing an opinion because you genuinely believe it and sharing one because you know it will get a reaction.

Trends can be useful, controversial opinions can start conversations, and reach can absolutely be valuable.

But if the perspective you’re putting out there doesn’t align with what you genuinely believe, how you work or what you want your brand to be known for, what is that attention actually building?

Brand strategy is the long game.

Your perspective should have enough conviction behind it that you’re willing to stand by it long after the views, comments and algorithm have moved on.

Attention might make you visible but it’s conviction that will make you memorable.

34 19
Open post by oracoagency with ID 18219181318347292
Attention and brand building aren’t always the same thing. We believe having a perspective is one of the most important parts of building a distinctive brand. But there’s a difference between sharing an opinion because you genuinely believe it and sharing one because you know it will get a reaction. Trends can be useful, controversial opinions can start conversations, and reach can absolutely be valuable. But if the perspective you’re putting out there doesn’t align with what you genuinely believe, how you work or what you want your brand to be known for, what is that attention actually building? Brand strategy is the long game. Your perspective should have enough conviction behind it that you’re willing to stand by it long after the views, comments and algorithm have moved on. Attention might make you visible but it’s conviction that will make you memorable.

We’ve seen some interesting conversations lately about where brand strategy ends and brand identity begins, particularly around whether things like logos, colour and typography are really that important.

Our perspective? They shouldn’t be separated in the first place.

Colour, typography, symbolism, imagery, language and tone aren’t simply aesthetic choices made once the “important” strategic work is finished.
When they’re done well, they’re strategic decisions.

They’re informed by what the brand believes, where it’s going, who it needs to connect with, what makes it distinctive and what we want people to recognise and associate with it over time.

We don’t finish the strategy and then ask, ‘Okay, what should this look like?’

The identity is already taking shape through the strategic process.

Because good brand identity is strategic thinking made visible. Not just decoration!

27 7
Open post by oracoagency with ID 18079763828693187
We’ve seen some interesting conversations lately about where brand strategy ends and brand identity begins, particularly around whether things like logos, colour and typography are really that important. Our perspective? They shouldn’t be separated in the first place. Colour, typography, symbolism, imagery, language and tone aren’t simply aesthetic choices made once the “important” strategic work is finished. When they’re done well, they’re strategic decisions. They’re informed by what the brand believes, where it’s going, who it needs to connect with, what makes it distinctive and what we want people to recognise and associate with it over time. We don’t finish the strategy and then ask, ‘Okay, what should this look like?’ The identity is already taking shape through the strategic process. Because good brand identity is strategic thinking made visible. Not just decoration!

Posting isn’t dead. Boring content is. 👀

You can still promote your business, your services and what you do, but the way you package it matters.

Create content people actually want to stop, watch and engage with first. Sell second.

Because good marketing shouldn’t always feel like marketing.
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.
.
.
.
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#SocialMediaMarketing #ContentMarketing #OracoAgency

18 1
Open post by oracoagency with ID 17916337251444723
Posting isn’t dead. Boring content is. 👀 You can still promote your business, your services and what you do, but the way you package it matters. Create content people actually want to stop, watch and engage with first. Sell second. Because good marketing shouldn’t always feel like marketing. . . . . . . #SocialMediaMarketing #ContentMarketing #OracoAgency

ABOUT THE AUTHOR

Picture of Oraco

Oraco

We are designers, strategists, storytellers, coders, animal lovers, travellers, adventurers, yogis, gig-goers and coffee, tea & wine enthusiasts. We are for culture that fuels progressive and imaginative thoughts. We value positive change and believe in equality. We expect accountability. We aspire to create a work-life balance. We enjoy teamwork and contribution.

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