• by Sam Rubin , Op-Ed Contributor, June 27, 2025

On Thursday June 26th, 2025, Elon Musk announced that hashtags will be banned from ads on Twitter/X. To many, this was a complete shock. After all, it was Twitter/X that introduced the #hashtag to social media almost 15 years ago, and since that day, marcom professionals have spent countless hours quibbling over the right hashtag strategy.

The truth is, those strategies have been pointless for years. Social algorithms have evolved, and downgraded the hashtag from a discoverability lever to just a label.

Should you use them? Sure, they don't hurt your content. But in 2025, they don't drive reach, so they don’t really help it either. Today’s platforms prioritize signals: what people do with your content, not what you label it with.

At best, hashtags are harmless. At worst, they make your brand look out of touch with current best practices and user behavior. Don’t waste strategic brainpower on them.

How Did We get here? A Brief History of Hashtags

• 2007: The hashtag is born on Twitter as a way to group content (thanks, Chris Messina).
• 2009: Twitter makes them clickable. Discovery era begins.
• 2011–2014: Facebook and Instagram adopt hashtags. Hashtag strategy = visibility.
• 2015–2018: Branded hashtags are in full boom, and discoverable ones are a key tool for reach.
• 2019: TikTok popularizes hashtag challenges, but its algorithm does the heavy lifting on reach.
• 2020–2022: Platforms shift toward keyword-based discovery. Hashtags begin to lose their weight.
• 2023–2025: SEO officially overtakes hashtags. While some platforms encourage a handful of them, visibility is largely driven by content, context, and search intent
• May 25, 2025: Adam Mosseri (CEO of Instagram and Head of Product for Instagram at Facebook) confirms that “Hashtags have little impact on reach”, and are predominantly beneficial to a user as subject matter labels
• June 26^th, 2025: Elon Musk announces "Starting tomorrow, the esthetic nightmare that is hashtags will be banned from ads on X”, signaling a strong likelihood that the same policy could soon apply to organic content as well.

Hashtags in 2025: Current Best Practices

Algorithms are unmoved that you added #MondayMotivation to your post. They look at deeper engagement signals—such as watch time, shares, saves, comments— that indicate content relevancy. Here is what actually drives visibility.

*Trending hashtags, cultural references like #TBT, campaign hashtags, niche hashtags.

Types of Hashtags to Toss/Keep

Not all hashtags are created equal—but in 2025, most of them aren’t worth your effort. Here’s a breakdown of what to toss and what to consider keeping:

1. Branded (#YourBrandName): Pointless. Your handle already says who you are. An @mention drives more clicks and is easier to track.
2. Campaign (#YourBrandSpeaks2025): These can still have value if they’re part of a larger, integrated campaign, as they signal an intentional social-first execution. Just don’t expect them to trend organically.
3. Discoverable/Niche (#MarketingAgency): These were once helpful, but now barely move the needle. They could be worth including, but don’t overthink it.
4. Filter/Effect Tags – TikTok Only (#greenscreen): The only ones that still matter. They tie to platform functionality and help with categorization, not audience reach.

What To Focus on Instead of Hashtags

Instead of spending time perfecting your hashtag mix, reallocate that effort toward social media strategies that can actually help attract and retain users.

To start, always keep your finger on the pulse of trending formats, cultural conversations, and platform-specific behaviors to ensure your content stays relevant. When you see something emerging, act on it, fast.

Next, focus on your hook. The first 3-5 seconds (and words) of your content and post copy are make-or-break moments for audience attention. Pair it with a SEO-forward caption that integrates high-value keywords naturally to maximize discoverability. Additionally, every post (when possible) should include a clear, engaging call to action that not only invites clicks but encourages genuine interaction.

Lastly, treat community management, both reactive and proactive, as a strategic priority, not an afterthought. A brand that listens and engages builds more than visibility; it builds loyalty.

The Bottom Line: Hashtags Distract from an Impactful Social Strategy

If you’re still using hashtags as a discoverability lever, you’re operating within best practices from 2017. Use hashtags if they help with larger omni-channel campaigns or cultural nods, but don’t expect them to drive reach.  Your energy is better spent making content people want, engage with, and share. That’s the strategy.