Once the lynchpin of social media discoverability, hashtags have undergone a significant transformation. In 2025, their role varies considerably across the different social platforms: some continue to embrace them, others limit their functionality, and a few are phasing them out entirely.

This shift means it's time to rethink how we use hashtags and understand their evolving function across various platforms today.

Algorithms are king

Social media platforms no longer prioritise the quantity of hashtags on posts. Instead, they now favour user engagement metrics such as time spent on posts, comments and shares.

However, hashtags aren’t completely gone from our lives. Prominent campaigns such as Coca-Cola’s #ShareaCoke demonstrates how strategically using hashtags can drive relatability and encourage greater community engagement. By aligning with trending topics or creating branded hashtags, brands can foster user participation and make posts more searchable on social media.

So how do you create content with hashtag use in mind? We’ve broken it down across six key networks.

LinkedIn: where hashtags are still valued

On LinkedIn, hashtags remain relevant for discovery. Our analysis found that 16.4% of global LinkedIn users followed at least one hashtag on the platform in Q1 2025. Brands should aim for three to five relevant hashtags per post, placing them at the end of the caption rather than within the copy to increase readability. Combine both broad and niche hashtags for optimal reach. Popular hashtags tied to key events increase overall visibility, while specific ones help you connect with a targeted audience.

The best strategy involves monitoring your LinkedIn analytics to understand how hashtags help your content perform, and then refining your strategy accordingly based on these learnings.

Instagram: moving from hashtags to SEO-driven discovery

Instagram has downgraded the need to use hashtags, with platform head Adam Mosseri reiterating they don’t help content reach. The platform also removed the option to follow them in November last year. The current algorithm prioritises content quality and search optimisation over hashtag volume, according to Mosseri. 

Instagram favours posts that align with user search intent through clear, relevant keywords. Therefore, brands should focus on using three to five specific or niche hashtags that reflect their industry and audience interests. Our analysis for the leading global healthcare brand showed that hashtags led to just a 1% increase in impressions, but overall engagement actually dropped by almost 15%, with a lower engagement rate compared to posts without them (4.17% vs. 4.96%). In this case, content quality and search relevance carry more weight than hashtags alone.

TikTok: trends rule hashtags

At the start of 2024, TikTok's Creative Center removed the option to search for particular hashtags. This was due to concerns that the data was being used to point out possible censorship on the platform. 

Currently, the Creative Center provides information on the top 100 hashtags across various sectors. Although this restricts direct understanding of the popularity of specific hashtags, brands can still examine trending audio, popular topics, and what competitors are doing to guide their campaigns. 

Our recent analysis showed that 9.9% of global TikTok users participated in at least one hashtag challenge that was initiated by a brand on the platform in Q1 2025.

YouTube: niche discovery if used wisely

On YouTube, using relevant hashtags in video descriptions continues to increase content visibility. Incorporating niche hashtags correctly can help attract viewers interested in those topics. The key is to strategically use a mix of these hashtags to enhance discoverability and reach a more engaged audience. 

Continuously monitor YouTube analytics to understand which hashtags are driving the best results for your content and adjust your strategy as needed to align with platform trends and algorithm changes.

Facebook: subtlety drives stronger results

Facebook continues to support hashtags, but their impact on visibility and engagement is limited compared to other platforms. Brands should use one or two relevant hashtags per post to support specific campaigns, events or themes. They also help make posts more searchable across the platform, provided there’s no overuse. Hashtags must be formatted without spaces or symbols and using CamelCase improves readability.

In our analysis of a global healthcare brand’s performance on Facebook, posts with hashtags saw nearly 14% more impressions and over 54% more engagements, with engagement rates climbing from 4.54% to 7.03%.

X: quality content is key

On X, hashtags have become increasingly obsolete. Last year, Elon Musk explicitly advised a user to “please stop using hashtags”, saying the system no longer requires them and that they “look ugly”. X’s advanced algorithms now surface relevant content based on context and engagement, making hashtags unnecessary for discoverability. 

While the platform’s Help Centre still acknowledges hashtags for categorising posts, the recommendation is to focus on creating high-quality, engaging content without relying on hashtags. Brands and creators should adapt by emphasising content quality and audience engagement over hashtag usage on the platform.

What does the future look like?

While hashtags may have passed their peak, they’re far from obsolete. For brands, the key is to adapt your hashtag strategy to each platform’s unique algorithm and content preferences.

Hashtags still play a vital role in content discoverability and driving conversations, but only when used strategically. When in doubt, prioritise high-quality content, relevant keyword integration, and platform-specific tactics to achieve the best results.

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