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.
- During May and June, photos accounted for 74% of brand posts on Facebook and received 95% of total engagement on brand posts.
- Photos posted by the top brands averaged more than 9,400 engagements per post, making them by far the most engaging type of content.
- Videos are the second most engaging content type, averaging more than 2,500 engagements per post.
- Brands have recognized the power of visual content: together, photos and videos account for more than 80% of brands posts.
- Although status updates trail photos and videos, they rank third in per-post engagement.
- Analysis of over 500 status updates from the top brands shows that the longer a status update is, the less engagement it typically receives.
- However, if a status update is too short (shorter than 50 characters), it also has a lower engagement rate.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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