Hashtags are a key part of the Twitter experience as they allow users to link together otherwise disparate tweets, thereby creating conversations and streams of information around particular themes or events.

Unfortunately they have become an overused medium and are frequently used as ironic punch lines in dreadfully unfunny tweets.

In fact someone put it quite aptly when describing hashtags as the digital version of the ‘not’ joke.

And yet hashtags still have a practical use on Twitter and are an excellent marketing tool, so it came as little surprise when Facebook also enabled a similar feature a few months ago.

So considering the fact that hashtags have proven to be such an excellent tool for search and conversation on Twitter, it’s a shame that they’ve proven to be so useless on Facebook.

When I began this post the idea was to look at ways in which marketers can make best use of Facebook hashtags, but after several hours of investigation I’ve come to the conclusion that they’re not worth bothering with.

I’ve back up my conclusions by comparing Facebook hashtags to their Twitter counterparts, and while I appreciate that the platforms are used for slightly different purposes it’s still a useful benchmark.

Here are my musings...

They don’t always work

This is anecdotal evidence, but when searching various brand pages for hashtags I was surprised to note that a sizeable proportion of them didn’t register properly.

By this I mean that the hashtags just showed up as normal text and weren’t clickable.

This could be down to the way that they were written, but even so it happens often enough for it to be something that Facebook should try to fix.

Examples of hashtag fails

They don’t improve engagement

A study included in our rather excellent Facebook Marketing Trends Briefing shows that hashtags don’t improve the reach of posts, in fact they have the absolute opposite impact. 

The study by EdgeRank Checker found that the median reach of posts without a hashtag is 1.3% compared to 0.8% for those that include a hashtag.

It’s unclear why this is happening (maybe it’s not just me that thinks Facebook hashtags are stupid?) but it should be a concern for Facebook bearing in mind that hashtags are supposed to encourage conversation.

It appears that nobody uses them

One would assume that a search for #1d would yield a huge number of results as, love them or loathe them, One Direction are one of the most talked about bands in the world.

However my search returned a measly nine results. Just nine.

By way of comparison, when I ran the same hashtag through Topsy it found that #1d had been used 5,200 times in the past 24 hours on Twitter and 46,000 times in the past seven days.

The same is true when searching #England, which is commonly used when tweeting about the national football team. In the week leading up to Tuesday afternoon it had been used 72,000 times due to the fact that England had to play an important World Cup qualifier.

The same search on Facebook revealed a mere 32 updates, the oldest of which was posted eight days ago.

It could be that Facebook has a particularly strong filter system, or it could be that nobody uses hashtags. Either way, it’s hardly an incentive to continue using them.

Search results are terrible

Aside from the fact that there are so few search results, there don’t appear to be any filter options to help find results that might actually be relevant to you.

On Twitter you can filter the results on:

  • Top results.
  • People you follow.
  • User accounts (People).
  • Photos.

Even this seems like a fairly limited amount of options now I think of it, but it still far outstrips Facebook’s search tool.

Further to this, Twitter’s search results update in real time, another feature that’s sorely lacking from Facebook.

David Moth

Published 16 October, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (7)

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Daniel Rae

Interesting post!

The execution isn't great by any means but I still think hashtags on Facebook have a couple of uses.

1. they allow you to use a hashtag across multiple social networks, which is perfect for crossing the offline/digital divide in advertising campaigns. In the past, you could place a hashtag in a press or TV ad and hope that people are on Twitter. Now you can reach these people on Facebook, Twitter, Instagram and beyond.

2. It allows you to group posts together. So for example, you use a single hashtag across similarly themed posts, fans of your page can click the hashtag and find all the related posts rather than trawling through your timeline. Think of a multi-post story over the course of a month or two or guest posts on a regular basis.

3. They allow you to highlight keywords in a post. A hashtagged word is blue and italicised, therefore stands out (a bit).

With a bit of work, they could be a great feature.

However, scrolling through my own timeline, I've only seen one use of a Facebook hashtag in the last 24 hours. That was by Cancer Research UK with #everymomentcounts.

almost 5 years ago


Simon Dalley

Interesting post - but just because something doesn't work as effectively on Facebook as it does on Twitter doesn't mean we shouldn't use it. It's not that long in the grand schemes of things since hashtags were introduced to Facebook and it's something FB are likely to build on in the future. Ultimately, even if it's not that good, if one organisation doesn't use it, another will - is it worth giving them that kind of advantage for something that takes a couple of seconds to do?

almost 5 years ago

Edwyn Raine

Edwyn Raine, Digital Strategist at Evolution 7

The way Facebook is used and the way the newsfeed algorithm works it simply doesn't cater for hashtags.
You can see that Facebook is trying to push them with #ThrowbackThursday etc and people will get involved, but in terms of being useful for live events, it never will work properly.

almost 5 years ago

Claire Connachan

Claire Connachan, Youth Scotland

Facebook is a closed network, unlike Twitter. You'll only ever find hashtag search results from public postings. This kills a big percentage of potential conversation and makes it difficult to find content around themes or broad topics...

almost 5 years ago

World Animal Protection

World Animal Protection, UK Digital Team at World Animal Protection UK

RE: They don’t always work - Hashtags were only working on desktop and wouldn't register if you were using Facebook on a mobile device, which I've heard a lot of people do.

almost 5 years ago


Richard Banks, Digital Vision Programme Manager at Oxfam

For me, Edwyn and Claire above have nailed the two main reasons hashtags will never work on Facebook.

A hashtag is just a conversation.

Great conversations are unfiltered, chronological and open.

Facebook is filtered, non-chronological, and private by default.

almost 5 years ago


Karl Harris

It's true that Facebook #tags aren't as well established but they can work with some tweaking to remove the bugs that you've mentioned, although the Topman example is more a case of poor #tag.

For those who have set-up twitter to end tweets through to Facebook this is a useful feature.

It might just be that we need a few great examples to help change user behavior then the FB #tag will earn it's place.


almost 5 years ago

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