Remember the golden age of hashtags? When Twitter was still young, Instagram was a chronological feed paradise, and Facebook was... well, Facebook?
Back then, hashtags were the undisputed champions of social media discovery. Brands, influencers, and casual users relied on them to expand their reach and join global conversations.
Fast forward to the present day, and things look different. Algorithms have changed. Social media platforms have evolved. And users are more critical than ever.
So, are hashtags still relevant, or are they relics of a bygone digital era?
Let’s dive in and separate fact from fiction.
Hashtags in 2025: Use Them or Lose Them?
The short answer is that it depends on the platform.
Here's the long answer: social media algorithms are now more sophisticated. They rely more on AI-driven recommendations and user behavior than keyword-based discovery. While hashtags still serve a purpose, they no longer hold the same weight across all platforms.
On some platforms, like Instagram and TikTok, you can still benefit from strategic hashtag use. On others, like Facebook, hashtags are much less useful.
Each platform has a unique approach to hashtags, and understanding those nuances can help you maximize your content’s reach.
Let’s break it down platform by platform.
Are Hashtags Still Relevant on Instagram?
In Instagram’s early days, users maximized the platform’s 30-hashtag limit to boost visibility and reach. The more hashtags a post contained, the more likely it was to appear in searches and the Explore feed.
However, as of 2025, Instagram’s algorithm has evolved. It doesn't rely on hashtags as much as it used to. Instead, it prioritizes other factors like engagement, user behavior, and content type. That said, hashtags can still be an effective tool in some cases. But simply throwing random hashtags at a post no longer works.
How to Use Hashtags on Instagram in 2025
Here's what you need to do when using hashtags on Instagram to boost your reach and increase engagement:
Use a Lot of Hashtags, but Prioritize Quality
The most recent data suggests that posts with 11 hashtags or more see the highest engagement, followed by posts with four. As you can see from the chart below, the sweet spot is somewhere between four hashtags and six to 11 hashtags. The study notes that since Instagram now penalizes spammy hashtags, it’s the relevant ones that make the real impact.
Source: Mention
Leverage Niche Hashtags
Using the most popular hashtags won’t necessarily get you far. After all, they’re popular because everyone is using them. Your post can easily get buried. But many social media managers in niche industries still find hashtags valuable for reaching the right audience.
And it makes sense! If you’re running something like an antique auto museum in Alaska, targeted hashtags could be your best bet for helping the right people discover your content.
Mix Different Hashtag Types
Different types of hashtags serve different purposes. You can try a combination of:
Consider SEO
SEO is definitely a tactic you can use on Instagram. The platform looks at the keywords in your caption, profile name, bio, and hashtags. So, while there’s probably no need to duplicate keywords you’re already using in your post, hashtags can be a way to squeeze in a few more keywords that’ll help get you in front of your target audience.
Avoid Banned Hashtags
Some hashtags are shadowbanned for inappropriate content. Any hashtag you can’t find by searching in the app is likely shadowbanned. Don’t use it!
Test and Track Performance
Use Instagram Insights or a social media management tool to analyze which hashtags drive engagement. You can also experiment with different combinations to see what resonates with your audience.
Engage in Your Niche
Instagram recommends that creators engage with others in their niche to find more content they like and for others to find their content. With this in mind, connect with other creators in your space and engage with the hashtags and topics that reflect where you want to be seen.
Are Hashtags Still Relevant on LinkedIn?
Hashtags were once an afterthought on LinkedIn. Over the years, they've grown into a valuable tool for networking, content discovery, and industry conversations. LinkedIn hashtags are professional and topic-specific, unlike Instagram or Twitter (X), where hashtags are often trend or entertainment-driven.
While LinkedIn’s algorithm favors engagement over hashtags, some social media managers still say they help improve search visibility, especially for niche topics. Hashtags also allow professionals to follow topics that interest them. By using them, you're making it easier for your content to reach the right audience.
How to Use Hashtags on LinkedIn in 2025
OK, now we know that hashtags on LinkedIn can be of value if you use them strategically. But how do you use them? Let's see what the data says.
Use 1–5 Hashtags Per Post
Less is more. Stick to a handful of well-chosen hashtags that enhance your post’s reach without overwhelming it.
According to Sprout Social, posts with one to five hashtags perform the best. Posts with more than five hashtags look spammy and can lower visibility.
Mix Broad and Niche Hashtags for Maximum Impact
To get the most out of your LinkedIn hashtag strategy, use a mix of popular and niche hashtags.
- Broad hashtags like #Marketing, #Leadership, or #Business have large followings but come with more competition.
- Niche hashtags like #B2BSales, #HRTech, or #ProductMarketing can help you reach a more specific and engaged audience.
By combining both, you boost your chances of getting seen by the right people while keeping your content relevant.
Follow and Engage with Hashtag Communities
Hashtags on LinkedIn do more than just organize content. They help you join important conversations in your industry. When you follow hashtags related to your field, you stay in the loop with trends. Liking, commenting on, or sharing posts under these hashtags makes you more visible and helps you build trust.
For example, if you work in SaaS marketing, engaging with posts under hashtags like #SaaSGrowth or #DemandGen can help you get noticed and grow your reputation.
Are Hashtags Still Relevant on Facebook?
Facebook and hashtags had a complicated relationship from the start. While platforms like Instagram and Twitter (X) fully embraced hashtags as a tool for discoverability, Facebook never made them essential.
When Facebook introduced hashtags in 2013, it was to create a more structured way of categorizing conversations. But users never adopted them the same way they did on other platforms.
Studies have shown that posts with hashtags on Facebook often perform worse than those without. This is because the algorithm prioritizes meaningful engagement over keyword stuffing.
How to Use Hashtags on Facebook in 2025
Although the impact of hashtags on Facebook is limited, there are some ways you can use them to your benefit. Here are some top tips to follow.
Choose Purpose-Driven Hashtags
Generic hashtags like #Marketing, #Business, or #Foodie won’t add much value.
Instead, use hashtags for branded campaigns (e.g., #CokeWithMeals) or event tracking (e.g., #SuperBowl2025). This can help more people connect with other posts you’ve created and help you track campaign performance.
Use Hashtags for Community Engagement
Facebook Groups use hashtags more effectively than personal profiles or business pages. If you’re managing a Facebook Group, using relevant hashtags can help members find past discussions easily.
Monitor Hashtag Performance
The only way you can know how or whether hashtags are working for you is to collect and analyze data. Facebook doesn’t offer a built-in hashtag analytics tool. The best way to track success is by searching the hashtag manually or using third-party tools like Sprout Social.
Pair Hashtags with Engaging Content
Facebook’s algorithm favors shares, comments, and reactions over hashtags. A post with zero engagement and 10 hashtags won’t perform well, but a post with a compelling message and a well-placed hashtag might.
Are Hashtags Still Relevant on Twitter?
Twitter, now rebranded as X, is where hashtags were born.
Back in 2007, blogger Chris Messina introduced the idea of using the # symbol to group conversations, and the rest is history. Hashtags quickly became an integral part of the platform. Twitter's entire structure has been built around real-time discovery and trending topics.
In 2025, hashtags on Twitter (X) still have some power, although they're not as effective as they used to be. The algorithm now prefers engagement and viral potential over simple hashtags.
In other words, hashtags can still help you increase reach and categorize discussions, but they aren’t critical.
How to Use Hashtags on Twitter in 2025
The key to using hashtags on this platform today is to connect them to trending conversations, major events, or industry discussions, not just toss them into tweets as an afterthought.
To stay visible on Twitter (X), follow these best practices:
Use 1-2 Hashtags Per Tweet
Twitter’s own research shows that tweets with one or two hashtags get the highest engagement. Adding too many hashtags can look spammy and reduce readability.
Leverage Trending Hashtags
The Trending section on Twitter (X) (you’ll find it behind the Explore menu) is your best friend for real-time visibility. Jumping into trending conversations (if they’re relevant for your brand) can exponentially increase exposure. Use any hashtags that go along with these trends to help others follow the conversation.
Create and Promote Branded Hashtags
Branded hashtags are a great way to build community and boost recognition. Many brands and influencers have created their own, like #PlayHasNoLimits from PlayStation.
A good branded hashtag should be short, catchy, and easy to remember and spell. Use it consistently across your content, encourage your audience to use it, and consider tying it to a campaign, contest, or product launch to increase visibility and engagement.
Use Hashtags in Replies and Quote Tweets
Hashtags aren’t just for original tweets. Use them in replies and quote tweets to keep your content discoverable. This strategy works well for live-tweeting events or engaging in ongoing conversations.
Test Hashtags in Twitter Communities
Twitter (X) Communities are group-like spaces for niche topics, and they are growing in importance. If your content is targeted, using community-specific hashtags can help you reach the right audience.
Hashtags in Twitter Ads
If running paid promotions, consider using branded hashtags to track ad performance. Some brands use promoted trending hashtags (like #NewiPhone during an Apple launch) to dominate conversations.
Are Hashtags Still Relevant on TikTok?
If there’s a platform where hashtags still hold some weight, it’s TikTok. As we mentioned earlier, hashtags on Facebook are often overlooked, and on LinkedIn, they're used sparingly. That's not the case with TikTok. This platform thrives on discoverability, challenges, and trending topics, all of which rely heavily on hashtags.
The For You Page (FYP) is TikTok’s algorithm-driven feed, and hashtags play a role in telling the system who should see your content. TikTok’s algorithm prioritizes watch time, engagement, and interactions, but hashtags still help categorize videos and improve their chances of appearing on the right feeds.
In 2025, hashtags are about joining cultural conversations. TikTok users actively search for hashtags to discover new challenges, trending memes, and niche communities. Whether you’re a creator, a brand, or just someone looking to go viral, using the right hashtags can make a huge difference in your reach.
How to Use Hashtags on TikTok in 2025
If you want to boost your content’s impact, check out these data-backed best practices that can take your TikTok game to the next level.
Use a Mix of Trending and Niche Hashtags
TikTok’s For You Page (FYP) algorithm prioritizes content that resonates with user interests. One of the best ways to ensure your content gets discovered is by using both trending and niche hashtags.
Trending hashtags are useful because they can expose you to a bigger audience, although they're more competitive.
On the other hand, using industry-specific hashtags like #BookTok, #FitnessMotivation, or #SmallBusinessCheck helps you target a specific audience that's genuinely interested in your content.
Participate in Hashtag Challenges
Hashtag challenges are one of TikTok’s most powerful engagement drivers.
According to TikTok’s official business guide, participating in challenges can increase content visibility and encourage community interaction. While these challenges tend to be more niche and lower key than they have been in the past, they can still be powerful.
Some more popular branded challenges from 2023 and 2024 include Guess’s #inmydenim and the #GrimaceShake challenge by McDonald’s.
Limit Hashtags to 1-3 Per Video
Using 1-3 hashtags per post is the sweet spot for TikTok. Posts in this range averaged 27% higher engagement. While posts without hashtags won’t necessarily flop, it’s still a good idea to include at least one in your TikTok campaigns.
Leverage TikTok’s Search Function
Hashtags help TikTok understand what your video is about and serve it to the right people. That's why you want to use hashtags that reflect your content’s theme so your video appears in relevant searches.
Many TikTok experts recommend browsing available hashtags and choosing ones with between 10,000 and 100,000 posts. These are usually longer-tail and have less competition. Just make sure to include them in your caption as the TikTok algorithm doesn’t track hashtags in the comments.
Create Branded Hashtags for Campaigns
Branded hashtags encourage user-generated content and increase brand engagement. These hashtags appear on TikTok’s Discovery page and get promoted through the app’s paid marketing tools.
For example, Gymshark’s #Gymshark66 challenge encouraged users to document their 66-day fitness journey. This campaign drove massive engagement and community growth, driving more than 140,000 UGC posts.
Monitor Hashtag Performance
TikTok’s analytics for Pro/Business accounts allow you to see how users found your video. Use these insights to refine your hashtag strategy and experiment with different hashtags.
The Verdict: Should You Use Hashtags in 2025?
Hashtags are no longer the powerhouse they once were, but they still serve a purpose when you use them strategically. Their effectiveness varies by platform. Some social networks, like Instagram and TikTok, continue to benefit from them. Others, like Facebook, don't rely on hashtags at all.
For brands, marketers, and content creators, the key takeaway is this:
Hashtags won’t make or break your social media success. Instead, they should be a supporting tool that you use to organize content, enhance your discoverability, and engage with specific audiences. With that said, it's not a guaranteed method for increasing your reach.
As social media continues to evolve, focusing on quality content, authentic engagement, and adapting to platform-specific trends will be far more valuable than simply adding hashtags to your posts.
Want to refine your social media game beyond hashtags? Check out Softailed’s Best Social Media Management Tools to stay ahead of the curve and maximize your online presence in 2025 and beyond.
