Posted July 30th 2013

Facebook Hashtags Fail To Engage

Social analytics firm Simply Measured recently released new findings on how brands can best engage fans on Facebook. The report, ‘Facebook Hashtags, Post Engagement, and Industry Leaders,’ analyzed Facebook activity from Interbrand’s Top 100 Brands from May 1, 2013-June 30, 2013, measuring engagement through average daily posting rate, content type, and content length.

Simply Measured found no hard correlation between posting volume and engagement; top brands post on average 1.5 times a day, but some brands posted as many as 8.1 times a day. Instead of the number of posts mattering for engagement, Simply Measured found content type and length more important factors for affecting engagement rates.

Photos were by far the most engaging type of content, and the format most often used by brands. Photos received an average of 9,412 engagements per post, more than 270% higher than video posts, the 2nd most engaging type of content. Post length was also an important factor in impacting engagement, with Simply Measured finding 50-99 characters the most engaging length for a status update. Below 50, and above 250, were both too short and too long to engage fans.

Another interesting finding is that the use of hashtags seemingly have no impact on engagement rates. As hashtags on Facebook were only introduced mid-June, their impact on engagement will be an interesting stat to track.

View the full study below:

Source: REPORT: Facebook Hashtags, Post Engagement, And Industry Leaders