Should You Still Use Hashtags on Social Media?
This question has gained attention in 2024, especially after Threads introduced a new approach to hashtags, limiting users to just one tag per post. The goal was to curb the spamming of popular topics with unrelated content, but it also underscored the decreasing importance of manual hashtags. Modern algorithms and sorting systems can now infer context and topic relevance directly from the post itself.
LinkedIn echoed this sentiment earlier this year, stating that while it still supports hashtags, it also considers conversation topics and keywords to help surface relevant information for professionals. Advancements in semantic search technology have essentially made hashtags unnecessary for discovery. This week, X owner Elon Musk even encouraged users to stop adding hashtags to their posts, affirming that the system "doesn't need them anymore," further highlighting the diminishing value of hashtags.
So, can hashtags still boost reach and engagement?
Likely not.
Instagram’s Adam Mosseri has pointed out that while hashtags can help align posts with specific communities—providing some discovery benefits—overall, they don’t significantly boost reach. LinkedIn expert Richard van der Blom’s research also shows that hashtags no longer increase post reach on that platform.
That said, hashtags may still serve a purpose in building community and fostering connections.
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Through hashtag discovery, you might create new groups or followings, even if they aren’t tied to trending topics. Many users continue to add hashtags out of habit.
Some social media experts still swear by hashtags for increasing reach, but platform feedback suggests otherwise. Instagram has even removed the option to follow hashtags, and the Threads team is still encouraging users to add topic tags.
While there are mixed messages about how and why hashtags should be used, the consensus is clear: hashtags aren’t as valuable as they once were. Modern algorithms are much better at detecting relevance based on the broader context of a post.
You can still use hashtags and perhaps connect with the right audience, but their impact on helping the right people find the most relevant content is less significant in the age of personalized "For You" feeds.
If your post doesn’t explicitly mention your target topic, hashtags may still be useful. However, a lot of matching now occurs at the profile level, meaning you're likely to reach your audience even without specific hashtags.
As you plan for 2025, it’s worth considering whether hashtags should still factor into your strategy. With platforms themselves stating that hashtags are no longer essential, it may be time to reconsider their role in your approach—if you haven’t already.
