No doubt about it, you can get plenty of mileage out of hashtags on Twitter and Instagram, where marketers and your Aunt Sue can load up until they're hearts are filled (or the character count is reached).
What's been historically less clear is whether or not hashtags have any value on Facebook.
Use of the ol' pound sign is sporadic on the platform at best, but some major players insist upon using them on a regular basis.
The question: Should you?
Yes and No
As with much else in the marketing world, the answer is a fuzzy one. Sprout Social, which thrives on sifting through data, gives Facebook hashtags a thumbs up, with one caveat: Don't go overboard. According to Sprout, the more hashtags you use in a post, the worst your overall engagement.
The trouble is, there have been plenty of studies showing the opposite: Any number of hashtags leads to a decrease in engagement.
Searching With Hashtags
By design, hashtags are supposed to link different pieces of content together. What you'll find, however, is that Facebook organizes the search results differently depending on whether or not you use the hashtag. For example, searching "#Balloons" and "Balloons" will result in two differently organized results.
Think about this from a marketing perspective: What are your followers most interested in?
The Poetica Marketing Take
Every business is different, so try it out for yourself, especially if you plan on using a unique hashtag for a new campaign. Be moderate of course—there's no need to spam your followers with hashtags.
By monitoring your results and comparing them to posts without hashtags, you'll get a feel for what works best for you.
Need a hand? Contact Poetica Marketing. Our social media management services can generate the spark you've been looking for in your profiles.