Hashtags used to be the secret sauce of social media growth. But in 2025, things have changed dramatically, especially on different platforms.

If you're still throwing 30 hashtags into every caption hoping for reach, this article is for you. We’re breaking down the real impact of hashtags today, what works, what doesn’t, and how to use them strategically across Instagram, TikTok, LinkedIn, YouTube, Twitter/X, and Facebook.

Instagram: Hashtags Are No Longer a Growth Tool

Adam Mosseri (Head of Instagram) confirmed: hashtags don’t increase reach anymore. Instead, Instagram now functions more like a search engine, indexing captions and ALT text, if you are not using those ALT text, please do, very helpful! If you do not know how to, go message me on my Instagram account.

What to do:

• Use 3–5 highly relevant hashtags max.
• Choose niche or community tags like #CreativeBusinessTips, not broad ones like #Love.
• Focus your caption on keywords people might search.
• Add ALT text and descriptive metadata.
• Hashtag placement (caption vs comment) doesn’t matter algorithmically.

Pro tip: Captions now act as SEO, so optimise for human-readable search phrases, not just tags.

TikTok: Hashtags Still Matter, Especially for Niche Reach

TikTok’s For You algorithm actively uses hashtags to understand context and match videos to viewer interests, so in short it helps!

What to do:

• Use 2–5 total hashtags: a mix of niche (e.g. #SmallBusinessTips) and trending (e.g. #TikTokMadeMeBuyIt).
• Don’t stuff your caption. Keep it readable.
• Match hashtags to your audience and video content.
• Hashtags help TikTok group you into communities like #BookTok, #FitTok, or #CreatorTips.

Pro tip: Track trends inside TikTok’s Creative Center and hop on ones that align with your brand.

LinkedIn: Use Tags for Context, Not Virality

LinkedIn's algorithm now favours engagement and keyword relevance, not hashtags.

What to do:

• Stick to 3–5 specific hashtags (e.g. #ContentMarketingStrategy).
• Put them at the end of your post.
• Use them to clarify topic and make your post discoverable.
• Avoid generic tags like #Success or #Business.

Pro tip: LinkedIn removed hashtags from profiles—another sign to lean into natural language and strong writing.

YouTube: Hashtags Help Search, But SEO Comes First

YouTube hashtags create searchable landing pages, but they don't drive the algorithm. In fact, YouTube ignores your hashtags if you use more than 15.

What to do:

• Use 3–5 well-chosen hashtags in your video description.
• The first 3 hashtags appear above your title.
• Put them at the top of the description or optionally in the title.
• Make them highly relevant. Misleading hashtags = penalties.

Pro tip: Use branded hashtags to group your own series together (e.g. #MoonSoldierTips).

Twitter (X): Still Lives on the Hashtag

Hashtags are core to Twitter/X discovery, especially for real-time events, even though this is not an app I personally use.

What to do:

• Use 1–2 relevant hashtags only.
• Join trending convos with event-specific tags (#WWDC25, #Grammys2025).
• Don’t spam. Too many hashtags tank engagement.

Pro tip: Hashtags work best when timed with relevance. Be part of the moment.

Facebook: Use for Niche, Not for Reach

Hashtags on Facebook are searchable but rarely impactful for reach.

What to do:

• Use 1–3 specific hashtags only if they add clarity or are part of a campaign.
• Great for community challenges or event tracking (#CleanBeachDay).

Pro tip: Facebook prioritises shares and comments. Hashtags won’t save a flat post.

Final Thoughts: Should You Still Use Hashtags?

Yes, but with precision. In 2025, hashtags are best used for:

• Categorising content (especially on TikTok and YouTube)
• Joining conversations (Twitter/X, LinkedIn)
• Helping niche audiences find you

But if you want real growth? Prioritise strong content, community engagement, and smart SEO... and stop chasing going viral, that isn't long term sustainable growth!

If you found this useful, share it with your creator friends or bookmark it for later. And if you’re ready to up your content game, check out our resources that can help your organise and grow on social.