Hashtags have been a staple of social media since their introduction on Twitter (now X) in 2007. They have helped users categorise content, increase reach, and participate in trending conversations. However, recent shifts in social media algorithms and user behaviour suggest that hashtags may be losing their effectiveness. For marketing teams, this raises important questions: Are hashtags still relevant? And if they are on the decline, what does this mean for businesses?

The Decline of the Hashtag

1. Platform Algorithm Changes

Social media platforms such as Instagram and TikTok are placing greater emphasis on personalised content recommendations through AI-driven algorithms rather than relying on hashtags to surface posts. Instagram, for instance, has admitted that hashtags have minimal impact on reach and are no longer a primary ranking factor for content discovery (Mosseri, 2022) (Independent). Instead, engagement signals such as saves, shares, and watch time have taken precedence.

2. Changing User Behaviour 

Social media users are now discovering content in different ways. TikTok’s rise to dominance has demonstrated that strong content, rather than keyword tagging, is what drives discovery. Users increasingly rely on platform search functions and recommendation feeds rather than clicking on or searching for hashtags (Guardian).

3. Hashtag Overuse and Saturation

As hashtags became an essential marketing tool, brands and influencers began overloading their posts with them, leading to saturation and reduced effectiveness. This has made it harder for individual posts to stand out, and algorithms have adapted to focus on engagement quality rather than metadata (Interrupt).

4. Rise of SEO-Optimised Social Content

Social media platforms are shifting towards search engine optimisation (SEO)-style discovery. Instagram and TikTok now favour descriptive captions, alt text, and keyword-rich content over reliance on hashtags. LinkedIn, too, has seen a decline in hashtag use, with algorithm changes prioritising conversational engagement over tagged content (Forbes).

What This Means for Marketing Teams
  1. Content Quality Matters More Than Ever

With hashtags becoming less relevant, the focus should be on high-quality, engaging content that encourages interaction. Posts that spark conversations, offer value, or entertain will perform better than those simply stuffed with hashtags.

2. Social SEO is the New Priority

Brands should focus on incorporating relevant keywords into captions, video descriptions, and even in the spoken dialogue of video content. This approach ensures better discoverability through in-app search functions, similar to how SEO works on Google (TikTok Business, 2023).

3. Shift Towards Platform-Specific Strategies

Instead of relying on a generic hashtag strategy, marketing teams should tailor content to each platform’s unique algorithm. For example:

  • Instagram: Prioritise engaging visuals, carousel posts, and compelling captions with keywords.
  • TikTok: Focus on storytelling and trends, using natural keyword phrases in captions and spoken audio.
  • LinkedIn: Encourage discussions and industry-specific conversations rather than relying on hashtags.

4. Community Building Over Trend-Jumping 

With less emphasis on hashtags, brands should invest in community engagement. Responding to comments, collaborating with influencers, and using interactive content such as polls and Q&As can help maintain visibility and relevance.

Are Hashtags Dead?

Not entirely. While their role has diminished, hashtags still have niche applications. They can be useful for branding (e.g., campaign-specific hashtags), event marketing, and aggregating user-generated content. However, they should no longer be the primary tool for increasing reach.
For marketing teams, the takeaway is clear: rather than relying on outdated hashtag strategies, brands should embrace the evolving landscape by  SEO-driven captions, and platform-specific engagement tactics. In a world where algorithms favour authentic interaction, quality always wins over quantity.

References:

Mosseri, A. (2022). Instagram Stories Q&A [@mosseri]. TikTok Business (2023). “How TikTok’s Algorithm Works for Content Discovery.” TikTok for Business. The Death Of Hashtags? Why Social Media Is Moving On – ForbesHashtag Instagram Posts Views – Independent Why Hashtags Are Kind of Dead (And What to Use Instead) – InterruptHow TikTok’s Algorithm Made It a Success – The Guardian