With constant platform updates, smarter algorithms and AI developments, do little old hashtags still have an impact?

Unfortunately, there is not a straight yes or no answer.

So, let’s get straight into it.

Are hashtags still worth it overall?

Hashtags still have some use in 2025, but their power is nowhere near what it used to be. We see them having some value when it comes to niche targeting and campaigns, but for the most part, focus on quality content, strong captions, and SEO-friendly keywords first.

Hashtag best practices

When it comes to deciding whether or not to use hashtags, you should look at what the best practices are for the specific platform you will be posting on.

LinkedIn hashtags

On LinkedIn, hashtags help categorise content and make you more visible to other professionals who are interested in the same topic. They remain effective for expanding reach and engagement as you are still able to search using hashtags.

Best practices:

• Use 3–5 relevant hashtags per post.
• Mix broad industry hashtags with niche-specific ones.
• Incorporate hashtags in both posts and profile sections for increased discoverability.

X hashtags

While hashtags were once key on Twitter, the platform now focuses more on algorithmic feeds over hashtag-based discovery. ​

Best practices:

• Use 1–2 relevant hashtags to join specific conversations.
• Focus on timely, trending hashtags for broader reach.
• Prioritise engaging content and interactions over hashtags.

Facebook hashtags

Hashtags on Facebook have limited functionality and rarely impact engagement significantly.

Best practices:

• Incorporate 1–2 relevant hashtags if they add context or value.
• Prioritise other engagement strategies over hashtag use.

TikTok hashtags

TikTok continues to rely on hashtags for content categorisation and discovery. They play a crucial role in aligning videos with relevant search terms and audience interests. ​

Best practices:

• Combine trending hashtags with specific, niche ones.
• Use 4–6 relevant hashtags per video.

Instagram hashtags

For me, this is the hardest one to get over, but it has been confirmed by Adam Mosseri himself… hashtags no longer work on Instagram.

(If you don’t believe me, here is the video.)

Hashtags might be fading, but SEO isn’t going anywhere…

SEO on social media

It’s not just for websites. Platforms like Instagram and TikTok now have search bars people actually use. Instead of typing hashtags, they search for questions, products, or topics, just like on Google.

That means the words in your captions, bios, and even video scripts need to be clear and relevant.

Using relevant keywords helps your content get found.

So, next time you write a caption start by thinking:

• “What would someone type if they were looking for this?”
• “Does my post actually answer that?”