Skip to main content

Are Facebook hashtags a big fat #failure?

facebook hashtags big fat failure fb ht

Facebook has been taking cues from Twitter for a while now, introducing trending topics, giving high-profile users verification checkmarks, and most obviously, introducing hashtags.

Hashtags are a prominent feature in a variety of social networks – beyond Twitter, people enjoy using them on Instagram, Vine, and (to a lesser extent) Google+. It was certainly a reasonable gamble on Facebook’s part to attempt to bring the enthusiasm for hashtags from other websites onto its own service, especially since hashtags act as a simple discovery tool. And SEO experts even thought hashtags would have a big impact on business marketing

But alas, Facebook’s hashtags aren’t working. In fact, a study from Facebook analytics firm EdgeRank Checker discovered two pieces of very bad news for Facebook.

According to EdgeRank Checker’s research, Facebook hashtags are actually less likely to make a post go viral. So if you want to get ‘shares’ from friends and followers, putting hashtags in your status updates or photo uploads will be a deterrent to getting eyes on your content. Moreover, using Facebook hashtags also made people less likely to engage with posts. So if you thrive on the short-term positive feedback loop that is Facebook ‘likes’ you’re going to want to avoid hashtagging those wedding pictures and albums of trips to Aruba.

EdgeRank had much better news for Twitter: the hashtags on the microblogging site are still effective engaging tools. If you want to get a re-tweet, you’re still better off using hashtags than skipping them.

EdgeRank doesn’t offer a take on why exactly Facebook’s hashtags are failing so disastrously, but there are a few potential reasons. First, before the introduction of hashtags in June, it looked bad when people posted them on Facebook because it gave the impression that they didn’t know how to use the social network, or that they were being lazy and auto-posting from Twitter.

Second, people don’t use Facebook the same way they use Twitter. If you want to see what your friends are saying about Miley Cyrus’ twerking escapades, you’ll check your News Feed, but if you want to participate in a more rapid-fire public conversation about the VMAs, Twitter is still the place to go. 

Editors' Recommendations

Topics
Kate Knibbs
Former Digital Trends Contributor
Kate Knibbs is a writer from Chicago. She is very happy that her borderline-unhealthy Internet habits are rewarded with a…
When is the best time to post on Facebook?
A smartphone with the Facebook app icon on it all on a white marble background.

Knowing when to publish your Facebook posts to gain maximum exposure is important if you're trying to bring more attention to your brand or business. But figuring out the best timing can be a bit tricky as there's no real clear-cut answer that works for every Facebook page. And that's because the optimal timing for different Facebook pages will vary depending on the browsing/viewing habits of their respective audiences.

In the guide below, we'll answer a few of your questions about when to post on Facebook (generally), and we'll mention some ways to figure out the best publish times for your specific Facebook page.
Is it better to post in the morning or at night?

Read more
You can now use the Add Yours sticker on Reels for Facebook and Instagram
A series of three mobile screenshots on a gray background showing the new Add Yours sticker for Facebook Reels.

As of today, Facebook and IG creators have six new features they can use for their Reels content. But of the six, the most intriguing feature is support for a sticker prompt that was first used and popularized in Instagram Stories.

Meta announced via a Facebook video post that, in addition to all of its other new Reels-focused features, it would now offer support for its Add Yours sticker prompt in Reels for both Instagram and Facebook.

Read more
What does a check mark mean on Facebook Messenger?
A series of social media app icons on a colorful smartphone screen.

If you've ever sent a message to a friend on Facebook Messenger, you've probably noticed a little check mark icon next to the message you sent.

They're nothing to worry about, but these check mark icons do offer up a little information on the status of the Messenger messages you send. Want to know what each of these check mark icons means? Keep reading to find out.
What does a check mark mean on Messenger?

Read more