You too have probably already covered the use of hashtags. After all, hashtags and social media have gone hand in hand in social life for quite some time now. What started on Twitter has become a widespread phenomenon on almost all social media platforms over the past few years.
In the meantime, hashtags can no longer be found only on Twitter, Facebook or Instagram, but also increasingly on the professional network LinkedIn.
At this point, however, companies should ask themselves the question: what added value does the use of LinkedIn hashtags actually generate? We got to the bottom of this for you and therefore looked at hashtag integration.
Our case study on posts with LinkedIn hashtags
Step 1. How did we do it?
First, a lot of other questions added to our original question:
– How often are hashtags used on LinkedIn in general?
– How best to collect the data?
– Which tools are best suited for this?
– What KPIs do we want to focus on in the survey?
– Are the data collected sufficiently meaningful?
We were therefore no longer faced with a single question, but we also had to clarify many other open points. After intensive brainstorming, many creative minds and lots of ideas, the right answers could finally be found. In the end, topics, tools and KPIs were determined.
Step 2. What exactly did we assess?
In order to get the most meaningful data possible, we focused exclusively on the performance of LinkedIn’s organic posts, which we ultimately determined based on various customer data. In the end, we evaluated nearly 1,300 contributions over a 12-month period.
When evaluating performance, we quickly identified impressions as the most important metric. After all, viral reach in social media is often the focus. In addition, we also looked at the engagement rate so that we could include another comparison criterion in our evaluation. As a result, the following questions arose for the evaluation of the results:
– What is the percentage of posts with hashtags compared to the total number of posts?
– Is there a positive or negative effect on the number of impressions when using hashtags?
– What influence do hashtags have on the engagement rate?
Step 3. What lessons can we learn from this?
First of all, we clearly see that hashtags are already mostly used in LinkedIn posts. Overall, however, hashtag usage still varies wildly, such that some of the accounts examined use special hashtags in well over 70% of their posts, while the number of other test subjects is still lower. at 25%.
LinkedIn hashtags can increase impressions, but…
In view of the results, however, this reluctance is completely unfounded! Because when we looked at the average number of impressions, we noticed one thing: Hashtags can boost impressions! In some cases, posts with hashtags received 5-25% more impressions than uploads without hashtags. However, this does not mean that the use of hashtags is a guarantee of increased impressions, as this positive effect could not be observed in all the accounts examined and even had a negative impact on the number of impressions. ! To note: It is therefore important to find a measured and effective way here, which we would be happy to work out with you.
LinkedIn hashtags also influence engagement
In addition to the general increase in impressions, we were also able to make another positive observation. Because not only the overall number of impressions could be improved. Hashtags also helped offset lower engagement rates. Although engagement on posts was sometimes lower than on posts without, impressions could generally be increased through the use of LinkedIn hashtags.
So when you look at the numbers, hashtags can add a lot of value to your LinkedIn channel performance. Not only can using hashtags increase the number of impressions for your post, but you can also publish posts with low engagement. However, it is also important to always find a good mix of the right number and correct use of hashtags with hashtags. So try not to overdo it with them and always keep the needs and interests of your target group in mind.
Questions or comments?
Do you have questions about the article, want to learn more about the topic, or maybe even interested in your own LinkedIn control?