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Hashtags were once the go-to tool for boosting engagement on social media, but their effectiveness has changed. In early 2025, Instagram CEO Adam Mosseri confirmed that hashtags don’t directly increase engagement but instead serve as a categorization tool.
This shift has led many marketers to rethink their approach - are hashtags still worth using?
How different platforms treat hashtags in 2025
Instagram – Hashtags don’t boost engagement but help categorize content. The algorithm prioritizes personalized recommendations and user behavior over hashtag usage.
TikTok – Trending hashtags help surface content, but watch time and interaction drive the algorithm far more than hashtags alone.
LinkedIn – Hashtags help surface industry-specific posts, but engagement holds more weight. Best practice? Use 2–3 highly relevant hashtags.
X (Twitter) – Still useful for real-time discussions and trending topics, but posts perform best with 1–2 focused hashtags rather than excessive tagging.
YouTube – Hashtags offer limited discoverability benefits, with titles, descriptions, and captions** being far more influential for search ranking.
How many hashtags should you use?
While hashtags no longer guarantee higher engagement, strategic use still matters. Instead of overloading posts with tags, social platforms tend to favor focused, relevant hashtags that improve discoverability within niche communities.
Best practices suggest:
Using a handful of well-chosen hashtags rather than excessive tagging
Prioritizing industry-specific and community-driven hashtags over generic ones
Testing different hashtag volumes to see what works best for your audience
Platforms like LinkedIn and X favor 1–3 strong hashtags, while Instagram and TikTok allow more flexibility, though content quality and engagement matter far more than the number of hashtags used.
Best practices for using hashtags today
Prioritize relevance – Instead of generic tags (#marketing #business), opt for specific, industry-focused hashtags that align with your audience.
Keep it minimal – Studies show that fewer hashtags = better engagement. Stick to 2-3 targeted hashtags instead of overloading posts.
Leverage niche hashtags – Instead of competing for attention on mass-used hashtags, focus on smaller, highly relevant tags.
Engagement > hashtags – A strong hook, meaningful content, and interaction matter far more than hashtags alone.
What this means for content strategy
Hashtags still have a role in social media, but they’re no longer the magic bullet for visibility. Instead of chasing reach, focus on building engagement-driven content and strategic hashtag usage to connect with the right audience.
For a deeper dive into content strategy, explore our content strategy guide for expert insights into optimizing digital presence.
