Are hashtags still relevant in 2025?

Social media has undergone a massive transformation over the years. Hashtags, in particular, have constantly evolved in how users engage with and discover content. They have long been the go-to tool for content discovery, community engagement, and reach.

But with how fast things are changing in 2025, many marketers, creators, and business owners are asking:

Are hashtags still effective today? Or are they just digital noise?

In this article, we’ll dive into the evolution of hashtags, their importance for social media, and what really matters for your strategy moving forward.

The evolution of hashtags

When hashtags first became popular, starting with Twitter in 2007, they were a powerful way to get your content seen by new audiences. Whether it was trending topics on X (formerly Twitter), niche communities on Instagram, or challenge tags on TikTok, hashtags could easily put your content in front of thousands of people outside your follower base.

Fast forward to 2025, and things have changed significantly.

So, what exactly has changed?

Why are people saying Hashtags are dead?

With recent platform updates and shifts in user behavior, many are questioning the effectiveness of hashtags. Here are a few major changes driving this discussion:

• Instagram removed the option to follow hashtags
  This change, first reported in November 2024, means users can no longer opt to see hashtag-based content in their feed, reducing passive exposure.
  
• Elon Musk banning hashtags in ads on X (formerly Twitter)
  Calling them an "esthetic nightmare," Musk’s decision signals a move away from hashtag-heavy content in paid promotions.
• Instagram CEO Adam Mosseri openly stated that hashtags no longer significantly impact reach
  In a Instagram Story Q&A, Mosseri responded directly to a user question, saying that hashtags don’t boost reach anymore. They’re great for storytelling and categorization, but don’t expect them to drive visibility.

Across all platforms, algorithms are now far more focused on behavioral signals like watch time, saves, shares, comments, and personalized user interests, not just hashtags.

Are hashtags obsolete?

Short answer: Not quite. But they have changed.

Hashtags still matter in 2025, but not in the way they used to. The big shift is how hashtags work and what they influence.

While hashtags will not guarantee virality, they still help with long-term discoverability and search placement.

Today, hashtags function more like SEO keywords. They help platforms understand your content and make it more discoverable in search results, explore feeds, and recommended post sections.

In short:

Will they make or break your post? No.

Should you ignore them completely? Also no.‍

Why Use Hashtags in 2025?

1. Content Categorization

Hashtags help platforms categorize your posts and tell the algorithm what your content is about.

For example:

• "Hey, this post is about skincare."
• "This post is for people interested in small business tips."

This is especially useful when your caption is short or lacks specific keywords.

2. SEO Boost (Think of Hashtags as Keywords)

Hashtags now act like searchable keywords.

They help your content appear when users search for topics both inside the app (such as Instagram Search or TikTok Search) and even on Google Search.

Example:
A user searches for "best social media tools" on Instagram, and your post appears because you used #SocialMediaTools and #ContentPlanning.

Tip:
Think about hashtags the same way you think about SEO keywords. Instead of chasing trends, focus on what your audience is actually searching for.

3. Audience Targeting

You want your content to reach people who actually care about your topic, right?

Hashtags help ensure your post reaches the right audience—not random users who will scroll past without engaging. Reaching the wrong audience often results in low engagement, which signals the algorithm to reduce your post’s visibility even more.

4. Longevity and Searchability

Relevant hashtags help your posts stay searchable long after you publish.

A well-optimized post can continue appearing in searches weeks or even months later, giving your content ongoing reach and driving long-tail results for your brand.

How hashtags work on each platform

Instagram

Hashtags are no longer a direct driver of reach on Instagram. Since removing the "Follow Hashtags" feature in late 2024, Instagram now emphasizes SEO-friendly captions for content discovery.

However, hashtags still help with categorization, niche targeting, and brand building. Instagram allows up to 30 hashtags per post, but the platform recommends using 3 to 5 highly relevant, niche-specific hashtags for best results.

TikTok

Hashtags continue to play a big role on TikTok, helping with both discovery and participation in trends.

TikTok encourages brands to use trending and relevant hashtags to boost visibility and engagement. Features like "Join This Hashtag" and hashtag insights help creators track hashtag performance and discover high-performing tags.

X (formerly Twitter)

Hashtags on X are becoming less prominent but still hold value for searchability and trending conversations.

You can still use hashtags to categorize tweets and participate in real-time discussions, especially around events or trending topics. X recommends using no more than two hashtags per post for optimal engagement.

LinkedIn

LinkedIn’s algorithm has moved toward SEO-driven content discovery, minimizing the role of hashtags.

While hashtags are still searchable, the platform now prioritizes natural language keywords, relevant captions, and user engagement.

Facebook

Hashtags are still supported on Facebook but have minimal impact on reach or engagement.

Their main use is for categorizing content and helping with event promotion or niche community targeting.

Threads

Threads is growing fast, now with over 350 million users. But hashtags work very differently here.

You can only add one tag per post, and users cannot follow hashtags. Tags on Threads are searchable but don’t have the same discovery power as on other platforms.

YouTube

Hashtags on YouTube help with content categorization, but SEO, titles, descriptions, and thumbnails have a much bigger impact on reach.

Clicking a hashtag takes users to a dedicated results page, but overuse (more than 60 hashtags) can lead to YouTube ignoring your tags or even de-indexing your video.

Pinterest

Pinterest operates more like a visual search engine, making traditional hashtags largely irrelevant. Users search for content using keywords, not hashtags.

So for Pinterest SEO should be your main focus when thinking about discoverability. Help users find your content by using relevant keywords, not by being spammy.

What this means for your hashtag strategy

Here’s what no longer works:

• Stuffing your posts with 30 unrelated hashtags
• Using only high-traffic, trending, or generic hashtags (like #love, #instagood, or #viral)
• Adding hashtags that do not match your post’s topic
• Copy-pasting the same block of hashtags on every post

Instead, adjust your social media strategy to correctly use hashtags, such as:

Quality over Quantity: Use fewer but more relevant hashtags. Aim for 3 to 5 well-chosen tags that closely match your content.

Relevant Hashtags Only: Align your hashtags with your post content and your audience’s interests.

Avoid Spammy Tags: Skip overused or irrelevant hashtags that do not contribute to your content’s visibility.

Think SEO: Choose hashtags the same way you choose SEO keywords. Focus on niche topics that match your brand and your audience’s search intent.

Prioritize Keywords: Treat hashtags as part of your overall keyword strategy. If your audience is searching for it, it is worth including.

The Bottom Line

So, are hashtags still relevant in 2025?

Yes—but only if you use them strategically.

They will not make your post go viral on their own, but they will help your content show up in the right searches, get discovered by the right audience, and support your broader social media SEO strategy.

For best results, treat hashtags as part of your keyword research process, alongside writing optimized captions, creating engaging content formats, and tailoring your posting strategy for each platform.

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