Are Hashtags Dead? The Truth About Hashtags in 2025

For years, hashtags have been a key tool for increasing visibility on social media. But as algorithms evolve, many marketers and creators are wondering: Are hashtags dead in 2025? The short answer? Not entirely—but they don’t work like they used to.

Hashtags became popular on Twitter in 2007 as a way to group conversations. Soon, platforms like Instagram, Facebook, LinkedIn, and TikTok adopted them. They were once a go-to strategy for expanding reach, but today, social media algorithms prioritise content relevance, engagement, and AI-driven recommendations over simple keyword-based discovery.

Here’s a platform-by-platform breakdown of how hashtags perform in 2025:

Hashtags still play a role, but their impact is declining. Instagram’s algorithm now focuses more on user behaviour, content relevance, and AI-driven recommendations. Using 3-5 highly relevant hashtags is more effective than stuffing a post with 30 generic ones. Niche-specific hashtags (e.g., #LegalDesign or #SmallBusinessTips) work better than broad ones (e.g., #Marketing or #SocialMedia).

TikTok’s For You Page (FYP) is AI-driven, meaning hashtags have minimal impact on reach. Instead of relying on hashtags, focus on video content quality, watch time, and engagement. If you use hashtags, choose trending or niche ones that match your audience.

Hashtags still work for content discovery, especially in professional circles. Use 2-3 relevant hashtags in your posts for better visibility. Avoid spammy or overly generic hashtags like #Business or #Success.

Facebook’s algorithm rarely prioritises hashtags. Instead of hashtags, focus on engaging content, shares, and discussions to increase reach.

Hashtags still help with trending topics and discoverability. Best practice: Use 1-2 hashtags per tweet, but don’t overdo it. Relevant hashtags can still drive engagement, especially for real-time events.

Hashtags have a minimal impact on video discoverability. Instead, focus on SEO-optimised titles, descriptions, and keywords. If used, hashtags should be relevant to the video’s topic and not overused.

Even though hashtags aren’t as powerful as they once were, they still serve a purpose. Here’s how to use them strategically:

• Use niche hashtags instead of broad ones.
• Limit your hashtag use (3-5 per post is ideal).
• Focus on content quality and engagement—not just hashtags.
• Experiment with branded hashtags to build community.
• Monitor performance to see which hashtags actually drive results.

No—but they’re not the magic growth hack they once were. In 2025, social media platforms prioritise relevance, engagement, and AI-driven recommendations over hashtags alone.

If you’re still relying on hashtags to grow your reach, it’s time to shift your focus to high-quality content, audience engagement, and strategic SEO.

At Rueko Studio, we help brands grow online with data-driven social media strategies, content creation, and digital marketing. If you’re looking to improve your reach beyond hashtags, contact us today!

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