Ready for some #awesome #Facebook #news?
Starting June 12, hashtags became clickable on Facebook.
Facebook is unrolling a series of features that allow users to engage with the interesting discussions people are having about public events, people, and topics. The spearheading feature is, of course, hashtags.
We’ve often seen Facebook’s users insert hashtags into their posts and it was always, well, pointless since those hashtags served no purpose. Now that they do, brands have a new way of connecting to and engaging with their audiences.
Inserting a hashtag into a status update will make that update part of a larger discussion (privacy settings are still respected). Clicking the hashtag will bring the user to a feed of other people and Pages who have used that hashtag.
- Search for a specific hashtag from their search bar. For example, #NBAFinals.
- Click on hashtags that originate on other services, such as Instagram.
- Compose posts directly from the hashtag feed and search results.
Brands can potentially profit from this new feature by employing integrated campaigns with real-time conversations, harvesting data on consumer trends, and third party platform integration, most notably with Instagram. In other words, brands can take a look at and understand more in-depth what people are talking about and use that to their advantage.
“Hashtag technology” already exists on Twitter, but one positive feature that Facebook will have that Twitter lacks is the ability to quickly and easily identify hashtags from friends and groups. In other words, users can see all of their friends who used #CMGR.
Facebook boasts, “During primetime television alone, there are between 88 and 100 million Americans engaged on Facebook – roughly a Super Bowl-sized audience every single night. The recent “Red Wedding” episode of Game of Thrones, received over 1.5 million mentions on Facebook, representing a significant portion of the 5.2 million people who watched the show. And this year’s Oscars buzz reached an all-time high on Facebook with over 66.5 million interactions, including likes, comments, and posts.”
There is clearly a lot of room for brands to take advantage of and profit from this hashtag feature.
Currently, insights are unavailable for hashtags and there are no trending topics. But of course, we expect this to change in the future. This is a brand new feature for Facebook and still in its infantile stage, so we are excited to see how brands can use this in their social strategy in the future.