Facebook Adds Twitter-Style Hashtags in Eventual Bid for Real-Time Marketing Dollars
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Facebook is now officially launching hashtags, a seminal Twitter feature that’s permeated pop culture.
It’s a move that could eventually put the two companies in more direct competition for real-time ad budgets, an area of heightened attention for marketers recently, but Facebook won’t be profiting from its hashtags out of the gate. Advertisers won’t be able to target people posting hashtags about a particular TV show or live sports event, and they won’t be able to sponsor a hashtag in the vein of promoted trends on Twitter.
Upon clicking on a Facebook hashtag, users will see a box that layers above the Facebook page they’re currently on and casts it into shadow. In the box, they’ll see the people and pages in their network that have used the hashtag in chronological order. They can also see mentions from people outside their network whose Facebook pages are public, but the focus is on people or brands that users have chosen to connect to.
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