Are Hashtags Still Relevant in 2025? A Creator's Guide to Social Media Success

Remember when hashtags were the holy grail of discoverability? You’d drop a post, slap on 30 strategic tags, and hope the algorithm would bless you. For years, it worked like a charm. But now? Not so much.

Even Instagram’s head, Adam Mosseri, said it straight up: “They don’t work, I’ll tell you that.” Ouch. That one stung. Especially for creators who built entire content strategies around them.

So, where does that leave us in 2025? Are hashtags totally dead, or just misunderstood? Let’s find out!

Why Hashtags Still Matter (or Don’t)

Hashtags aren’t dead… but they’re not the hero anymore.

Hashtags aren’t what they used to be. Back in the day, they were your golden ticket to visibility. But now, with algorithms getting smarter and more behavior-driven, hashtags are more of a supporting character than the lead. That said, they’re not totally irrelevant. It’s just about using them differently.

How Hashtags Work on Social Media

They’re still useful, especially for SEO-like discovery. TikTok’s search bar is exploding with people typing in phrases like “clean girl aesthetic” or “budget travel hacks.” Whether it’s #BookTok, #GRWM, or #SheinHaul, these tags help label your videos in a way machines understand. So yeah, they still matter… just maybe not in the viral way we once hoped. Tagging your content with related hashtags helps it show up in those search results. It’s like giving your video a little metadata boost.

Hashtags for Engagement vs. Discovery

People aren’t scrolling through hashtag pages like they used to, but community hashtags still create a sense of belonging. Using niche or trending tags can show your audience you’re part of the conversation. It’s less about discoverability now, more about signaling and showing up in the right spaces.

Platforms like TikTok are now heavy on interest-based discovery. They look at what people watch, like, and save more than the hashtags attached. Same goes for Instagram. But hashtags still help with indexing, especially for search. So, they’re useful if you’re strategic, but not magic on their own.

How to Use Hashtags Effectively on Different Platforms

Using hashtags the same way across all platforms? Nah, that won’t cut it in 2025. Every platform has its own vibe, its own rules, and its own hashtag culture. So if you’re creating for multiple channels (which you probably are), here’s how to tweak your strategy for each one without losing your mind.

Using Hashtags on TikTok

Hashtags here are like guideposts. They help the algorithm categorize your video, especially if it’s tied to a challenge (#InMyDuolingoEra), trend, or niche. They also show up in TikTok’s search, which is becoming the Gen Z Google. Keep it short and sweet: a few trending tags, maybe one or two niche ones, and you're golden.

Using Hashtags on Instagram

IG hashtags still show up in search and Explore, especially for Reels. You don’t need to spam 30 of them anymore (that’s old-school). Instead, focus on relevance. A mix of big hitters and niche-specific tags helps position your content better.

Hashtags in comments? Meh. Stick to placing them at the end of your caption or in Stories via stickers.

Using Hashtags on YouTube Shorts

YouTube Shorts tags aren’t a golden ticket, but they help categorize. They also connect you to what people are actively searching for. Add 1-3 hashtags into your description that match search-friendly topics or ongoing challenges. That slight nudge can help your Short travel just a little farther.

Using Hashtags on Facebook

Okay, so hashtags aren’t exactly “it” on Facebook. But they can help with visibility during big conversations or group activities. Think of them as a soft signal; they don’t guarantee more reach, but they can help your content show up in hashtag feeds or public discussions when the timing is right.

Not every post needs a tag, but if you’re joining a larger convo (like #MetGala or #PrideMonth), throwing in a hashtag can improve visibility outside your friend circle or group bubble.

At the end of the day, hashtags won’t make or break your content in 2025. A couple of smart ones? Cool. A whole block of #hashtagvomit? That’s a one-way ticket to being ignored. Keep it clean, keep it relevant, and let your content do the heavy lifting.

The Do’s and Don’t’s of Using Hashtags

Hashtags might not be as powerful as they once were, but when used with a bit of intention, they can still give your content a nice little boost. The key is to stop treating them like magic spells and start treating them like helpful labels.

✅ Do’s

• Think quality over quantity — 3–5 strong, specific hashtags > a spammy wall of 30.
• Use hashtags that actually mean something in your community or niche.
• Switch things up now and then. Repeating the same tags every post makes your content stale.

❌ Don’ts

• Don’t treat hashtags like a visibility hack. It’s not 2016 anymore.
• Ditch those random trending tags if they’ve got nothing to do with your post.
• Avoid banned or overused tags like #fyp or #viral unless they’re 100% aligned with your video.

In a nutshell

Hashtags aren’t dead; they’re just not the star of the show anymore. Think of them as background players helping set the scene, not the main act. If you’re still stacking them like Jenga blocks, it’s time to chill. One or two well-placed tags that actually relate to your content will do way more for you than a wall of spammy ones. So keep creating, stay true to your voice, and let hashtags play their quiet little part.

‍