Are Hashtags Officially #Dead? How to Optimise Your Hashtag Social Media Strategy

The Evolution of the Hashtag Social Media Strategy

Once upon a time, hashtags were the backbone of social media discovery. A simple #ThrowbackThursday could skyrocket engagement, and brands relied on a hashtag social media strategy to track campaigns and trends. But as social media platforms evolve, their algorithm changes and AI-driven content recommendations raise a crucial question: Are hashtags still relevant, or are they officially #dead?

How Hashtags Have Changed Over Time

Hashtags first gained popularity on Twitter (now X) in 2007, helping users categorise conversations. Soon, they became a staple on Instagram, Facebook, LinkedIn, and even TikTok. However, their effectiveness has fluctuated as platforms prioritise keyword-based search, AI-driven feeds, and personalised recommendations over traditional hashtag discovery; even

So, should we still use them? Let’s weigh the pros and cons.

Why Should You Use Hashtags in Your Social Media Strategy?

Discoverability

Hashtags still help users find content, especially on platforms like Instagram and TikTok. They help posts appear in topic-specific searches and suggested feeds (although the usefulness of hashtags on Instagram is up for debate, but more on that later).

Community Building

Niche hashtags foster online communities. Think #BookTok for book lovers or #VanLife for digital nomads. Users engage with others who share their interests, boosting interaction.

Brand Awareness

Branded hashtags like #ShareACoke (Coca-Cola) and #LikeAGirl (Always) help brands spread their message and encourage user-generated content.

Campaign Tracking

Businesses and marketers can use hashtags to track engagement and campaign performance, making it easier to measure ROI.

The Issues with Hashtags

Overuse and Misuse

Some posts are buried under irrelevant or excessive hashtags. Examples such as #Love #Happy #InstaDaily, are generic hashtags that rarely add value.

Relevancy to Content

Algorithms favour contextually relevant content over hashtag stuffing. Using #MondayMotivation on a random Tuesday post won’t help, so make sure you tailor your hashtag strategy to the platform you’re on.

Platform-Specific Behaviour

Hashtags work differently across platforms. While Instagram allows up to 30 hashtags, LinkedIn and Facebook users engage less with hashtag-heavy posts. Meanwhile, both Threads and Bluesky added hashtags after launching the platforms, and Threads limits hashtag usage (called tags on Threads) to only one per post!

Different platforms will also prioritise hashtags in their algorithms differently and these are ever-evolving, so ensure you’re keeping an eye on your metrics and the latest news.

Are Hashtags Still Relevant on Instagram?

Since 2022, Adam Mosseri (Head of Instagram) has said several times that hashtags do not have an impact on various metrics such as views or reach. Despite this, hashtags continue to be used on the platform. Audiences have grown used to seeing them, and some marketers still report seeing improvement in their metrics. Ultimately when deciding whether to use hashtags in your posts, pay attention to platform updates and announcements, but track your own metrics and test where you can.

Key Strategies for Hashtag Social Media Strategy Success

Hashtags aren’t dead, but they require smart usage. Here’s how to make them work:

Quality over quantity – Stick to a few highly relevant hashtags rather than spamming 30.
Research & test – Use platform analytics to see which hashtags drive engagement.
Branded hashtags – Create unique hashtags for campaigns to encourage user participation.
Monitor trends & platform updates – Social media is ever-changing, so adapt accordingly.

What Could Replace Hashtags?

Keyword-Based Algorithms – Search and discovery are now driven by keywords and captions rather than hashtags.
AI-Powered Content Recommendations – TikTok and Instagram suggest posts based on user behaviour, reducing reliance on hashtags.
Social Listening Tools – Brands use tools to track conversations without needing hashtags.
Niche Communities & Forums – Platforms like Reddit and Discord create highly engaged communities without hashtag dependency.

Conclusion: Hashtags Are Not Obsolete

While hashtags are not as powerful as they once were, they are far from obsolete. They still help with discovery, branding, and engagement but strategy matters. The future of social media lies in contextual content, AI-driven recommendations, and community-driven conversations.

So, are hashtags #dead? No, but they’ve evolved (and so should your social media strategy)!