Are Hashtags Still Relevant in 2025?

If you didn't know already; hashtags no longer play the central role they once did in driving awareness on social media. According to head of Instagram Adam Mosseri who recently shared in a reel: "hashtags do not have a significant impact on post reach". He does mention that hashtags help categorize the content of a post but they are not an effective way to increase its distribution. Let's have a look at what these changes mean for the social media marketer.

The Evolution of Algorithms: Prioritizing Content Relevance

Things have changed and Mosseri has said it; the Instagram algorithm now prioritizes content relevance and engagement signals. Think shares, comments, and saves. Especially when it comes to sharing content and creating connections through direct messages (DMs). This is a key indicator for Instagram's algorithm because it reflects a strong interest in the content. In other words, if a piece of content is being shared with an Instagram connection, then it must be valuable.

Optimizing for Search: A Strategic Alternative to Hashtags

Instagram is also focusing on improving its search capabilities, both within the app and on external search engines like Google. Think Search Engine Optimization (SEO) but for Instagram. Mosseri mentioned that the platform is working on better indexing creators' content to make it more discoverable in search results, a move that could reduce the reliance on hashtags.

Recommendations for Social Media Marketers in 2025

While hashtags may still serve a categorization function, they are no longer a primary tool for boosting post reach on Instagram in 2025. It is now more effective to focus on creating high-quality content and optimizing for search. Instead of focusing on hashtags, focus on:

• Creating authentic and engaging content that resonates with your audience.

• Encourage direct interactions, such as shares via DM.

• Optimize captions with relevant keywords to improve discoverability through search.

As the social media landscape continues to evolve, so should the strategies marketers use to stay visible and relevant. In 2025, success on platforms like Instagram comes from prioritizing meaningful engagement and optimizing content for discoverability. By focusing on authentic storytelling, encouraging interaction, and using keywords strategically, social media professionals can stay ahead of the curve and build stronger, more lasting connections with their audiences.