{"id":8730,"date":"2016-04-04T11:03:34","date_gmt":"2016-04-04T18:03:34","guid":{"rendered":"https:\/\/www.rivaliq.com\/blog\/?p=7293"},"modified":"2017-04-05T16:35:17","modified_gmt":"2017-04-05T16:35:17","slug":"3-ways-use-rival-iqs-social-posts-investigate-hashtag-engagement-rates","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/3-ways-use-rival-iqs-social-posts-investigate-hashtag-engagement-rates\/","title":{"rendered":"3 Ways to Use Rival IQ\u2019s Social Posts to Investigate Hashtag Engagement Rates"},"content":{"rendered":"<p>When I first sat down with my Social Posts dashboard, I was excited to see which hashtags earned the highest engagement rates. It\u2019s one thing to create great content, but it\u2019s another thing to frequently engage with your customers on social media. Engaged audiences are opportunities to cultivate brand ambassadors and earn new customers.<\/p>\n<p>Hashtags have always been a great way for marketers to organize their social content and for social media users to participate in campaigns and movements. With hashtags everywhere, I\u2019ve always wondered how to successfully use them. So I sat down with my Social Posts dashboard to take a look at how the world\u2019s leading active lifestyle brands have successfully used hashtags on social media this year.<\/p>\n<h2>#1. Identify &amp; Understand Anomalies<\/h2>\n<p>Navigating from the Cross Channel Social Posts dashboard to the Hashtags section, this is what I found myself looking at:<\/p>\n<p><a href=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.39.02-AM.png\" rel=\"attachment wp-att-7298\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7298\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.39.02-AM.png\" alt=\"Screen Shot 2016-04-05 at 9.39.02 AM\" width=\"1112\" height=\"642\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Of all of the hashtags used, a Korean hashtag, <\/span><span style=\"font-weight: 400;\">#\ubc29\ud0c4\uc2e0\ubc1c,<\/span><span style=\"font-weight: 400;\"> used in merely three YouTube posts was the clear frontrunner. The 9.67% and fully blacked out progress bar jumps right off of the page compared to the other Engagement Rate\/Post metrics. Right away, you can visually tell that this hashtag is an anomaly with an astounding 350% better performance than the second place hashtag, #foundin. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what on earth was this hashtag all about? #\ubc29\ud0c4\uc2e0\ubc1c <\/span><span style=\"font-weight: 400;\">(\u201cBangtan shinbal\u201d) means \u201cBangtan shoes\u201d, Bangtan referring to the k-pop group BTS (Bangtan Boys), who feature Puma\u2019s Blaze shoe line in a<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=eih0jhhKeTE\"> <span style=\"font-weight: 400;\">k-pop music video style commercial for Puma<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><a href=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.42.01-AM.png\" rel=\"attachment wp-att-7299\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7299\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.42.01-AM.png\" alt=\"Screen Shot 2016-04-05 at 9.42.01 AM\" width=\"815\" height=\"613\" \/><\/a><\/p>\n<p>To figure out why this hashtag earned such outstanding engagement rates, you have to take a look at the posts using the hashtag.<\/p>\n<p><span style=\"font-weight: 400;\">In this instance, Puma used this hashtag in the description of their Blaze_Time shoes YouTube videos. These videos are more than just commercials uploaded to YouTube, they\u2019re music videos &#8212; k-pop music videos. K-pop videos average in the 10s of millions of views range, so it was a pretty clever choice on Puma\u2019s part to use:<\/span><\/p>\n<ul>\n<li>A popular group that many fans might idolize<\/li>\n<li><span style=\"font-weight: 400;\">A music video to&#8230;<\/span>\n<ul>\n<li><span style=\"font-weight: 400;\">Organically feature and endorse their shoes<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Showcase the kind of lifestyle one has who wears their shoes<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Highly engage their customers in a gracious, not product-pushy way<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With most of Puma\u2019s business coming out of EMEA, partnering with a popular k-pop group to showcase their line of shoes allowed Puma to capture a new audience: Asian urban youth. K-pop artists and songs are popular throughout Asia with a highly engaged, young fan base. In the past decade, Puma\u2019s been strategizing to become more relevant and accessible to urban youth after years of success with the more elite athletic markets (motorsports, for example). Choosing to produce a music video style promo video with subtle product placement was a wise way for Puma to organically reach a new region (Asia) and customer segment (urban youth).<\/span><\/p>\n<p>Investigating any metrics anomalies that appear in your Social Posts dashboard can help you quickly identify any outstanding content your competitors may have created. By taking a look at any of your competitors\u2019 awesomely successful content, you\u2019ll have a chance to recreate and optimize what appeals to your customers in a way that\u2019s relevant to your own brand.<\/p>\n<h2>#2. Analyze Post Frequency<\/h2>\n<p><span style=\"font-weight: 400;\">Once I got over the engagement rate of the Puma video, I wondered what I was looking at for numbers. There was no consistently used hashtag that drove high engagement rates. When I noticed hashtags like #conormcgregor and #NanoShowdown, it seemed like there were a few social media posts that took advantage of popular current events that managed to get their timing right. Knowing how to anticipate popular events and trends and turn them into highly engaging hashtags comes with experience and knowledge of your audience, your customers, and how they view their world and yours. It\u2019s a tough science to recreate successfully with each popular current event.<\/span><\/p>\n<p>So what about the number of posts using a single hashtag? Which hashtags were used in the most posts? I adjusted my Social Posts dashboard to sort the hashtags in the Posts Using column (most posts using a given hashtag to the least posts using). This is what I saw:<\/p>\n<p><a href=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.42.56-AM.png\" rel=\"attachment wp-att-7300\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7300\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.42.56-AM.png\" alt=\"Screen Shot 2016-04-05 at 9.42.56 AM\" width=\"818\" height=\"436\" \/><\/a><\/p>\n<p>Bypassing the Superbowl 50 hashtag, I went to investigate the top 5 hashtags here &#8211; the most used hashtags unrelated to an obviously popular event. Here\u2019s what I found:<\/p>\n<p><b>#IWILL<\/b><span style=\"font-weight: 400;\"> is a hashtag used by<\/span><a href=\"http:\/\/iwill.underarmour.com\/showyouriwill\/\"> <span style=\"font-weight: 400;\">Under Armour<\/span><\/a><span style=\"font-weight: 400;\"> that represents an athlete\u2019s commitment to their goals, a determination to follow through.<\/span><\/p>\n<p><b>#RuleYourself <\/b><span style=\"font-weight: 400;\">is a hashtag also used by Under Armour that conveys the concept of an athlete being the sum of all their training. Under Armour often uses the #IWILL and<\/span><a href=\"http:\/\/www.businessinsider.com\/under-armour-launches-rule-yourself-campaign-2015-8\"> <span style=\"font-weight: 400;\">#RuleYourself<\/span><\/a><span style=\"font-weight: 400;\"> hashtags together, featuring images of athletes \u201cruling themselves\u201d as they grind through a work out.<\/span><\/p>\n<p><b>#BeMoreHuman<\/b><span style=\"font-weight: 400;\"> is a hashtag used by Reebok that glorifies the capabilities of the human body, of what real people \u2013 real athletes \u2013 can do.<\/span><\/p>\n<p><b>#BetterForIt<\/b><span style=\"font-weight: 400;\"> is a hashtag used by Nike \u2013 mainly NikeWomen &#8211; that proclaims<\/span><a href=\"http:\/\/www.nike.com\/us\/en_us\/c\/women\/better-for-it\"> <span style=\"font-weight: 400;\">you are better for each workout that you complete<\/span><\/a><span style=\"font-weight: 400;\">, for each time you challenge yourself.<\/span><\/p>\n<p><b>#HereToCreate<\/b><span style=\"font-weight: 400;\"> is a hashtag used by Adidas \u2013 interestingly also mainly<\/span><a href=\"http:\/\/www.adidas.com\/us\/heretocreate\"> <span style=\"font-weight: 400;\">Adidas women<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 that encourages creativity in sports, encouraging women to push the boundaries in their own way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What stuck out to me just looking at this dashboard was that each hashtag was only used by one company. This led me to discover that these hashtags are campaign hashtags created by each brand for a specific campaign. For a more in depth look at these hashtags and campaigns, you can check out my last post on <\/span><a href=\"https:\/\/www.rivaliq.com\/blog\/top-5-social-media-lessons-learned-from-active-wear-brands\/\"><span style=\"font-weight: 400;\">the top 5 social media lessons you can learn from active wear brands<\/span><\/a><span style=\"font-weight: 400;\">. But the top takeaway here? Create a hashtag for your marketing campaigns and be sure to use it with each and every post. By investigating Posts Using hashtags in Social Posts, you can figure out how your hashtag post frequency stacks up compared to your competitors and determine whether you should post more or less frequently. In this example, Under Armour and Nike posted at least twice a day and earned upwards of one million total engagements in two months.<\/span><\/p>\n<h2>#3. Evaluate Engagement Rates<\/h2>\n<p>The Engagement Rates\/Post for these hashtags weren\u2019t as high as some of those used in fewer posts (.5% compared to 1.3+%), so I wondered why these brands continued to post with these hashtags so much. Don\u2019t you want to aim for the best engagement rates? Wouldn\u2019t that make the most of your time, budget, and efforts? When you take a look at Engagement Totals instead of Engagement Rates\/Post, things start to make a little more sense:<\/p>\n<p><a href=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.56.44-AM.png\" rel=\"attachment wp-att-7304\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7304\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2016\/04\/Screen-Shot-2016-04-05-at-9.56.44-AM.png\" alt=\"Screen Shot 2016-04-05 at 9.56.44 AM\" width=\"796\" height=\"606\" \/><\/a><\/p>\n<p>The Total Engagement for posts using these hashtags is highest for hashtags used in a higher quantity of posts. Almost all of the most frequently used hashtags were also in the top 10 \u201cEngagement Total\u201d hashtags \u2013 every hashtag except #RuleYourself.<\/p>\n<p><span style=\"font-weight: 400;\">Even though #IWILL Engagement Rates\/Post seem miniscule compared to the rates for #<\/span><span style=\"font-weight: 400;\">\ubc29\ud0c4\uc2e0\ubc1c (0.57% compared to 9.67%)<\/span><span style=\"font-weight: 400;\">, Under Armour managed to drive more total engagement (1.6 million compared to 40k) in the same 2 month time frame by frequently posting to social media with their hashtag.<\/span><\/p>\n<p>By looking at Total Engagements in addition to Engagement Rate\/Post, you can get a sense of what hashtags can stick with your audience throughout a campaign. While achieving stellar Engagement Rates\/Post is still a good goal, being able to drive consistent engagement over time shows that your audience has more of a commitment to your brand or your campaign, rather than to one uniquely engaging post.<\/p>\n<h3>You Can Compete With Viral Engagement By Posting Consistently And Frequently<\/h3>\n<p><span style=\"font-weight: 400;\">Probably the neatest lesson I learned while using Social Posts to look at how active wear brands were using hashtags is that you can earn the same amount of engagements as a viral video might by posting to social media consistently and frequently. By posting to social media with their campaign hashtag frequently, at least 2 times per day, Under Armour managed to ramp up momentum and earn more overall engagement for their #IWILL campaign than Puma did for #Blaze_Time. So while all of us are always hoping we might create something that will go viral, until someone figures out a sure-fire science of viral, try posting consistently and frequently to achieve the best results. This is just one of the many lessons you can learn when you dive into Rival IQ\u2019s new Social Posts feature!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When I first sat down with my Social Posts dashboard, I was excited to see which hashtags earned the highest engagement rates. It\u2019s one thing to create great content, but it\u2019s another thing to frequently engage with your customers on social media. Engaged audiences are opportunities to cultivate brand ambassadors and earn new customers.<\/p>\n","protected":false},"author":50,"featured_media":11194,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Ways to Use Rival IQ\u2019s Social Posts to Investigate Hashtag Engagement Rates | Rival IQ<\/title>\n<meta name=\"description\" content=\"Hashtags are used across the board. 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