If you’ve been on social media lately, you’ve probably noticed something: hashtags aren’t everywhere like they used to be. Gone are the days of posts cluttered with #love, #instagood, and #followme. Yet every now and then, someone asks: “Should we still be using hashtags?”
Let’s dive in.
Hashtags Aren’t the Powerhouse They Once Were
Once upon a time, hashtags were the way to get discovered. They helped categorise your content, attract followers, and join trending conversations. But in 2025, the game has changed.
Platforms like Instagram and Facebook now use AI-driven algorithms to recommend content based on user behaviour, interests, and keywords — not just hashtags. In fact, Meta has confirmed that hashtags don’t directly impact reach or impressions anymore.
Translation? Adding #ten #random #hashtags won’t get you seen.
What Actually Matters Now
In a recent interview with Instagram CEO, Adam Mosseri mentioned that there were big changes to the app and that the way we’ve used hashtags is a thing of the past and that the social platform is now more like a search engine. People type in phrases like “Adelaide winery lunch” or “best skincare for dry skin,” not hashtags.
So instead of loading up your caption with #keywords, focus on:
- Strong, natural keyword use in your captions and alt text.
- Engaging visuals that make people stop scrolling.
- Meaningful interactions — likes, comments, and shares are the new reach drivers.
When Hashtags Still Make Sense
That said, hashtags aren’t completely dead. They still have a purpose when used strategically:
- To join niche conversations or communities — like #Adelady, #GlamAdelaide, or #SouthAustraliaWines.
- To connect locally — for example, #MurrayBridgeLife, #BarossaValley, or #ShopLocalSA.
- For event promotion or campaigns — like #RUOKDay or #SmallBusinessMonth.
A handful (3–5 max) of relevant, intentional hashtags can still help categorise your content and support discoverability.
The 2025 Hashtag Rulebook
If you’re going to use hashtags, here’s how to make them work for you:
- Keep it to 3–5 quality tags per post.
- Skip the generic ones — #love and #happy do nothing.
- Go local or niche. Think community over crowd.
- Make sure your caption, keywords, and visuals do the heavy lifting.
The Bottom Line
Hashtags haven’t disappeared. They’ve just evolved. In 2025, they’re more about context than clicks.
If your content is engaging, keyword-rich, and relevant, you don’t need to rely on hashtags to get noticed.
So, if you’ve been wondering whether to dust off your old #MondayMotivation tags… maybe let them rest.
