Relic or Must-Have: Do Hashtags Still Work on Instagram?
Hashtags have been a staple on Instagram for a long time. If you wanted reach, you most certainly used them. But things have changed a lot in recent years. Algorithms are more influential than ever in determining your feed, search behavior is increasingly keyword-driven, and some official statements question the usefulness of hashtags. So the question is, do hashtags still work on Instagram in 2025? A closer look reveals that the truth lies somewhere in between declining technical relevance and continuing strategic importance.
The End of an Era: Are Hashtags Still a Thing on Instagram?
Since the middle of last year, Instagram CEO Adam Mosseri has repeatedly emphasized that hashtags no longer have a direct impact on the reach of posts. In addition, the ability to follow hashtags was removed in December 2024. These are clear signals that hashtags are no longer the preferred means of distributing content on Instagram.
At the same time, the way the feed works has changed. Around 50% of the content displayed now consists of suggested posts recommended to users by the algorithm. This means that even if a post has many relevant hashtags, the algorithm ultimately decides whether it will be displayed to a particular person. Users increasingly expect the algorithm to automatically deliver relevant content to them and rely less on actively searching for hashtags.
The way users search on Instagram has also changed. While it used to be common practice to type in specific hashtags to find relevant content, the platform now functions more like a classic search engine. Similar to Google, users enter keywords and expect precise results. Social SEO on Instagram is therefore becoming increasingly important, while the function of hashtags as search filters is declining. So should you still use hashtags on Instagram?
Data Reveals That Hashtags Are Still Relevant
Do people still use hashtags on Instagram? An analysis of 2.4 million Instagram posts demonstrates that hashtags remain important and that 74% of posts will still contain hashtags in 2025. This clearly shows that the behavior of creators and brands has not changed radically. The use of hashtags on Instagram is still standard practice.
But do Instagram hashtags still work in terms of reach and engagement? The research data indicates that the use of more hashtags still correlates with better performance. Posts with 21–25 hashtags achieved almost twice the reach of posts with 1–5 hashtags.
There were also clear effects on engagement. For instance, the more hashtags were used, the higher the interaction rate. So if you are wondering if you should still use hashtags on Instagram, remember that posts with 26–30 hashtags received the most likes and comments.
The figures clearly show that the conscious use of hashtags can have a positive impact on the performance of posts, even as the algorithm becomes increasingly important. It therefore makes sense for social media managers to continue to include Instagram hashtags in their strategy—but with an adjusted focus. It is no longer just the sheer number that is decisive, but above all the quality and relevance of the hashtags.
From Reach to Community Building
The way hashtags are used has changed significantly. While they used to be primarily considered reach boosters, in 2025 they will be more strongly associated with community building. Well-known examples include #bookstagram, #skincarecommunity, and #vanlifeliving. Such hashtags create a place where like-minded people can network, exchange ideas, and discover content.
Brands are increasingly using branded hashtags to establish their own communities. Campaign hashtags such as #ShareACoke show how companies can promote identification, belonging, and user-generated content. Hashtags thus become an important link between the brand and the community.
Event and campaign hashtags are also playing a greater role. They bundle content on a specific topic or occasion and make it easier to make campaigns visible on social media. The focus here is less on reach and more on community engagement and content collection.
5 Hashtag Strategies That Still Work in 2025
1 – Use as a supplement to social SEO
Keywords that don’t fit naturally into the caption can be represented using hashtags. This ensures that posts can still be found using the search function.
2 – Use community hashtags
If you want to be visible in established communities, you should use their hashtags. This promotes visibility and connection to relevant discourses.
3 – Establish branded hashtags
Your own brand hashtag can help build a community and make user-generated content visible. Hashtags that are easy to remember and use are particularly successful.
4 – Incorporate industry and niche hashtags
Instead of using general terms such as #love or #instagood, it is better to use relevant hashtags from your own industry. These reach fewer people, but they reach the right target group.
5 – Test and adjust regularly
Hashtag strategies are not static. Performance should be continuously analyzed and the selection of hashtags optimized. Seasonal and trend-based hashtags can also increase reach and visibility in the short term.
Conclusion
Even though the golden age of hashtags seems to be over, they are still far from irrelevant in 2025. Although the algorithm largely determines what ends up in the feed, a targeted hashtag strategy can continue to have a positive impact on reach and engagement. Hashtags remain a valuable tool, especially for building communities, event marketing, and targeted placement in niches.
The key is that hashtags can no longer be viewed in isolation. They only unfold their full effect in combination with Social SEO, high-quality content, and an active community strategy. Those who integrate hashtags wisely into their overall package will continue to make them an effective part of their social media strategy in 2025. And while the relevance of individual hashtags may be waning, their potential to connect users remains unbroken.
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