Do hashtags still matter in 2025?
Hashtags have long been a staple of social media strategy, promising increased reach and better discovery. But are they still as effective in today’s ever-evolving social media landscape? Let’s dive into the current trends and expert opinions to see if hashtags are truly worth your time.
Hashtags: What the Experts Are Saying
According to Instagram chief Adam Mosseri, while hashtags can help align your posts with specific communities, leading to some discovery benefits, the overall reach benefit of hashtags is nearly nonexistent. His statement reflects a growing sentiment that the algorithms powering platforms like Instagram and LinkedIn have become much more advanced at detecting topical relevance and resonance from the broader context of your posts, reducing the reliance on hashtags.
Richard van der Blom, a LinkedIn expert, supports this view, noting that hashtags no longer contribute to post reach on LinkedIn either. His research suggests that hashtags have become less impactful, leading to questions about whether they should still be part of your content strategy.
The Evolving Role of Hashtags
Though hashtags may not significantly boost reach, they can still serve other purposes. They can help build community, enhance connection, and allow for hashtag discovery. By using relevant hashtags, you can tap into niche audiences, even if they aren’t trending topics, allowing you to establish new groups and followings.
However, despite their diminishing effectiveness in reach, many people continue to rely on hashtags as a habitual behavior, and some social media experts continue to recommend their use, claiming they still hold value in certain contexts. But overall, the feedback from major platforms suggests otherwise.
Instagram’s Shifting Approach to Hashtags
Instagram, which popularized hashtags, has removed the option to follow hashtags. This move suggests a shift in how the platform sees the role of hashtags in content discovery. Yet, the Threads team, Instagram’s new platform, continues to recommend the use of topic tags, which adds to the conflicting signals about hashtags.
While hashtags may not be as effective for reach as they once were, they are still acknowledged as a means to categorize content and connect with specific audiences. However, their role in driving reach is increasingly being questioned.
Where Hashtags Shine
Instagram: Use 3-5 targeted hashtags to expand your reach. Think niche and relevant!
TikTok: A must for trending and niche content. Don’t forget branded hashtags for campaigns!
LinkedIn: Keep it professional with 2-3 industry-specific hashtags.
X: Still helpful, but less is more—1-2 relevant tags work best.
Where Hashtags Don’t Shine as Bright
Facebook: Focus on captions and visuals over hashtags.
Pinterest: Keywords > hashtags for searchability.
YouTube: Keywords in titles and descriptions make a bigger impact.
Conclusion
While hashtags can help build community and engagement, their ability to boost reach is diminishing. Platforms now prioritize context and relevance over hashtags, making them less effective for content discovery.
Should you still use hashtags? Yes, but don’t rely on them solely for boosting engagement. Focus on creating high-quality content and optimizing with relevant keywords to reach your audience more effectively.
Are you thinking of outsourcing your marketing strategy in 2025? Let’s talk about what you need to help take your business to the new level in the new year.
