A decade ago, social media posts without hashtags felt incomplete—like a sentence missing punctuation. Marketers stuffed captions with #viral #trending #brandlove, convinced that more hashtags meant more visibility. But in 2025, let’s be honest: Do hashtags still work, or are we just holding onto an old habit?
You’ve probably noticed big brands posting without a single hashtag, while others still load up on them. So, what’s the right move? Should your brand be using hashtags, or is it time to rethink the strategy? Let’s break it down.
The Rise of Hashtags—Why We Started Using Them
It all started in 2007 when Chris Messina proposed using the # symbol to categorize topics on Twitter. The idea took off, turning hashtags into digital signposts, helping people discover trends, join conversations, and amplify reach.
Fast forward to today, and hashtags are everywhere—from Instagram captions to LinkedIn posts. But as platforms evolve, algorithms shift, and user behavior changes, many are questioning if hashtags still have the same impact.
Do Hashtags Still Drive Visibility?
The answer? It depends on the platform.
Instagram: A recent study by Mention found that while hashtags can increase reach, posts with 3-5 highly relevant hashtags perform better than those overloaded with 30. The key is relevance, not quantity.
Twitter (X): Hashtags still help categorize conversations and boost discoverability, especially for trending topics. But Twitter advises against excessive tagging, recommending one or two hashtags per tweet for the best engagement.
LinkedIn: Unlike Instagram or Twitter, LinkedIn hashtags are less about virality and more about discoverability. Strategic use (1-3 relevant hashtags) can help your content appear in searches and recommended posts.
Facebook: Hashtags here? Almost pointless. A study by Socialbakers found that posts without hashtags often perform better than those with them. The platform’s algorithm doesn’t prioritize hashtagged content.
So, Should You Still Use Hashtags?
Yes—but only if they serve a purpose. Instead of stuffing posts with random tags, here’s how to make them work for you:
Use platform-specific best practices (e.g., fewer hashtags on LinkedIn, strategic ones on Instagram).
Prioritize branded hashtags (like Nike’s #JustDoIt) to create a community around your brand.
Monitor what actually works. Test and analyze which hashtags bring engagement—and ditch the ones that don’t.
Avoid banned or overused hashtags that could lower your reach (Instagram, for example, has flagged certain hashtags that can hurt visibility).
Final Verdict: To Hashtag or Not to Hashtag?
Hashtags aren’t dead, but blindly using them won’t guarantee visibility. They should be intentional, relevant, and aligned with the platform’s best practices. Instead of asking, “How many hashtags should I use?” the real question should be: “Do these hashtags actually add value?”
So before you hit post on your next caption, take a second look—because sometimes, less is more.
