Are Hashtags Still Relevant? Here’s How to Use Them

Hashtags have traditionally been a shortcut to tapping into conversations and communities across social media channels. However, algorithms change, and hashtags are no longer as prevalent or as useful as they once were. Here’s what you need to know about using hashtags in the new social media landscape

Are hashtags still relevant in today’s social landscape?

The short answer: yes, but their usefulness is limited. Hashtags are still relevant for your social media marketing. However, the way you use hashtags should change; most social media platforms no longer reward hashtags as they once did

Originally, hashtags could be deployed to get your content in front of a wider audience. Content platforms would reward the use of hashtags by boosting your post, taking cues from your hashtags to show it to interested users. “Whether it was trending topics on X (formerly Twitter), niche communities on Instagram, or challenge tags on TikTok, hashtags could easily put your content in front of thousands of people outside your follower base,” wrote MeetEdgar, a social media scheduling tool.

That dynamic has changed. Today, social media platforms may actually penalize posts with excessive or irrelevant hashtags. Understanding how the algorithms currently view hashtags can help you maintain your reach and visibility

How to use hashtags effectively on social media

The overarching strategy for using hashtags is to use them like search engine optimization (SEO) keywords

“While hashtags will not guarantee virality, they still help with long-term discoverability and search placement,” wrote MeetEdgar. “They help platforms understand your content and make it more discoverable in search results, explore feeds, and recommended post sections.”

Just like keywords, social media platforms reward posts with fewer, better hashtags. Look for hashtags that have these characteristics:

• Industry-specific.
• Relevant to your brand.
• Searchable.
• Niche to a community. 

Certain platforms will penalize posts with too many hashtags, which can look spammy and cluttered. Hashtags with lots of characters can also be a problem. Ultimately, it helps to be targeted and methodical in choosing which hashtags to use

“Keep track of which hashtags have worked well on previous posts. Review your most popular posts and identify any trends in the hashtags you used,” wrote the American Marketing Association. “If specific hashtags consistently appear in your top-performing posts, make a point to include them in your future content.”

Hashtags still help your brand’s visibility, engagement, and overall success. That’s why it’s crucial to stay up-to-date with each platform’s treatment of hashtags

Platform-by-platform guide: How hashtag strategy differs on Instagram, LinkedIn, X, and TikTok

Each social media channel is different. What works on LinkedIn won’t work on X. And, be aware that the best practices regarding hashtags change frequently on these platforms. These are the rules governing your hashtag strategy in 2026. 

Hashtags on X

Thesocial platform X popularized hashtags early on. Today, X has changed its position. “Elon Musk has publicly discouraged using hashtags, going as far as saying people should ‘just use words,’” reported the Content Marketing Institute. 

While X’s current owner might not be bullish on hashtags, the platform’s official guidelines say using relevant hashtags can support content discoverability. Hashtags are still searchable, and make it easy for users to find related content. Look for hashtags that allow you to join communities and conversations outside your reach. The right hashtags can put your content in front of potential customers to boost the discoverability of your content. 

However, don’t expect hashtags on X to play a major role in your marketing or sales funnel. The platform recommends limiting the number of hashtags per post to two and penalizes posts that use more. “Don’t use hashtags in your adverts if you’re trying to drive traffic to your website. X (Twitter) found that adverts without a #hashtag or @mention generate 23% more clicks,” wrote Sendible

Hashtags on Instagram

Instagram removed the “Follow Hashtags” feature in 2024, but its algorithm still uses hashtags for categorization, niche targeting, and brand building. Instagram now limits the number of hashtags per post and Reels to five as of December 2025. 

Less is more, especially if you’re able to find powerful hashtags that serve your campaign well. “The strongest hashtag strategy in 2026 uses a deliberate mix of niche community, branded, topic, and format-specific tags chosen for each piece of content individually,” wrote Later

Instagram’s algorithm uses hashtags to understand your content’s format, topic, and intended audience. The algorithm distributes your content across Explore, Reels, Search, Feed, and Suggested Accounts based, in part, on the hashtags you use. Therefore, make sure the hashtags you use are customized to the audience you hope to reach on this specific platform

Hashtags on Meta

If you’re going to stop using hashtags altogether, Facebook is the best place to do so. Facebook has never really rewarded the use of hashtags on its platform and hasn’t started doing so. Experts say that hashtags on Facebook work best when tied to breaking news or current events. One of the few times when it can help to use hashtags is when your business hosts an event

Meta’s newest product, Threads, doesn’t use hashtags as part of its content distribution. Instead, Threads uses something called topics. “Unlike surface-level hashtags, Threads’ topic tags work alongside enhanced search and recommendation systems to surface relevant content and communities you might not otherwise see,” wrote Buffer

Topic tags are meant to be more niche, tapping into smaller groups who are only interested in interacting with each other on a topic. The strategy for using topic tags is similar to hashtags. Use targeted keywords relevant to your community; the more specific, the better. 

Keep track of which hashtags have worked well on previous posts. Review your most popular posts and identify any trends in the hashtags you used.
American Marketing Association

Hashtags on LinkedIn

LinkedIn is the platform where an organized hashtag strategy can prove most effective. Hashtags on LinkedIn should be used in coordination with a keyword strategy and high-quality content

“Recent platform updates repositioned hashtags as SEO signals rather than standalone discovery tools. LinkedIn removed hashtag following, eliminated hashtags from profile displays, and stopped surfacing them in the dropdown search bar. The result: hashtags now reward strategic use, not volume,” wrote SproutSocial

Three to five relevant hashtags work best on LinkedIn. Don’t limit yourself to just using hashtags on posts, either. Adding hashtags to articles, business pages, and in the comments. Keep the hashtags relevant, short, and specific

Hashtags on TikTok

Finally, TikTok’s hashtags play a huge role in discovery. Gen Z, in particular, uses TikTok like a search engine, relying on hashtags to find content. “By aligning your tags with the specific queries your audience is searching for, such as #BestBudgetLaptop instead of just #Tech, you transition from chasing fleeting views to capturing high-intent traffic,” wrote SproutSocial

Most experts recommend using three to five per post. Use a mix of popular hashtags, like #fyp, and more niche options that are less competitive. Looking in the comments sections of your competitors, the feeds of relevant influencers, or in your own comments section can help you find the right hashtags. 

A good rule of thumb for any platform is that hashtags work best when they are targeted, specific, and used sparingly. Try to find hashtags that are relevant to your community and treat them like SEO keywords: Quality over quantity is the rule. 

How many hashtags to use on each platform

Some platforms limit your hashtags, while others make them integral to how their algorithm works. Here’s the current best practice on how many hashtags to use on each platform, courtesy of the experts at SproutSocial: 

• Instagram: 3–5 hashtags.
• Facebook: 1–2 hashtags.
• TikTok: 3–5 hashtags.
• X: 1–2 hashtags.
• LinkedIn: 3–5 hashtags.
• YouTube: 3–5 hashtags.

These estimates do change, so make sure you regularly check your strategy against industry benchmarks. 

How to research the best hashtags for your niche

There are dozens of free and paid tools that can help you find the right hashtags for your niche. Hootsuite and Ahrefs offer free Instagram hashtag generators; you can also use a chatbot like ChatGPT to start brainstorming ideas. 

If you decide to do your own research, start by looking at your competitor hashtags. Identify brands with a similar target audience and then analyze the hashtags they use in their posts. Type your core keywords directly in the native search bars of social platforms to find variations or alternatives. 

Use social listening tools to assess hashtag performance, track trending topics, and discover natural mentions of your brand or product. 

How to create and promote a branded hashtag for your business

A branded hashtag builds recognition, keeps your content organized, and makes it easier to measure the impact of your campaign. 

Look for a hashtag that’s short, memorable, and easy to spell. Avoid ambiguity and check that it’s not already in use or associated with something off-brand by searching it on each platform first. 

When you’ve settled on your word or phrase, put it everywhere your brand lives—bio, website, email signatures, packaging, receipts, and in-store signage. Use it consistently in your own posts so it becomes recognizable

Encourage participation by giving people a reason to use it: contests, giveaways, or featuring customer posts that include it. User-generated content campaigns work well here—ask customers to tag photos for a chance to be reshared. Respond to and reshare people who use it, which reinforces the behavior

Don’t overload posts with hashtags—one strong branded tag plus a few relevant discovery tags beats a wall of them. Be patient; adoption builds over time. 

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Published July 27, 2026

Source: www.uschamber.com