Is It Still Worth Adding Hashtags to Your Posts?
Once the undisputed champions of social media strategy, they’re now kind of… on shaky ground. If you’re wondering whether hashtags still serve a purpose in 2024, you’re not alone. The conversation around hashtags has shifted dramatically, and social platforms themselves are giving us mixed signals. So, are hashtags still worth your time? Let’s break it down.
The Changing Hashtag Landscape
Let’s start with the most obvious change: Threads. Earlier this year, Threads shook things up by limiting posts to a single hashtag. Their reasoning? To cut down on spammy, unrelated posts hijacking trending topics. It’s a move that highlights what we’re all noticing—hashtags aren’t as critical as they once were.
Even LinkedIn admitted to me this year that hashtags are more of a “nice-to-have” than a “must-use” feature. Instead, LinkedIn’s algorithm now prioritizes keywords and conversational topics to surface relevant content. In other words, it’s the words in your post, not the tags at the end, that do the heavy lifting.
And then there’s X (formerly Twitter). Elon Musk outright said this week: “Stop adding hashtags. The system doesn’t need them anymore.” Algorithms today are far more advanced, relying on semantic search and contextual cues to understand your post’s content.
Do Hashtags Boost Reach Anymore?
In short: not really.
Instagram’s own Adam Mosseri has been pretty blunt about this. While hashtags might help align your post with niche communities, their direct impact on reach is negligible. Similarly, LinkedIn expert Richard van der Blom’s research showed that hashtags don’t meaningfully expand post reach on LinkedIn either.
Instagram even removed the ability to follow hashtags—yeah, it’s that irrelevant to the user experience now. And yet, Threads is still nudging us to include “topic tags” for better content alignment. Confusing, right?
So, What’s the Point?
Look, hashtags aren’t completely dead. They can still serve as a tool for building community and connecting with specific audiences. For example, niche or branded hashtags might help smaller groups discover your content. Think of them less as a discovery tactic and more as a way to engage with people who already care about your topic.
Some creators swear by hashtags out of habit or personal experience, and hey, if they work for you, keep going. But for most of us, the platforms themselves are making it clear: hashtags aren’t moving the needle like they used to.
What Should You Do Instead?
Focus on content clarity. If the topic you want to target is already in your text, profile, or video, modern algorithms are smart enough to pick it up. Hashtags might be helpful if your target keyword or topic isn’t explicitly stated, but even then, the AI behind these platforms is getting pretty good at matching posts to the right audience.
For 2024—and especially looking into 2025—hashtags might be less about strategy and more about habit. If they’re a natural fit for your content, use them. If not? No big deal. Social platforms are moving towards more personalized, algorithm-driven feeds anyway, so the system already knows who should see your content.
The Bottom Line
Hashtags were once the backbone of social media discovery, but in today’s world of advanced algorithms and AI, their importance has faded. That’s not to say you should ditch them entirely, but don’t stress if you’re not filling your posts with tags anymore. The platforms don’t need them, and honestly, neither do you.
Instead, focus on creating authentic, engaging content that resonates with your audience. Because at the end of the day, a great post will always win—hashtags or not.
Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.