Nearly 20% of all Facebook posts from the Interbrand Top 100 Brands now incorporate clickable hashtags, according to a recent report by Simply Measured.

That percentage reflects a rapid adoption of the tactic by marketers, taking into account that the tags were rolled out by Facebook only on June 12.

However, brand posts containing hashtags are not driving additional engagement, instead performing at the same level as posts without hashtags—and suggesting that people are not yet discovering brand posts by their tags.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji