Once upon a time in the wild west of social media, hashtags reigned supreme. They were your golden ticket to gaining visibility, engagement, and, dare we say, relevance. Slap on a #blessed or #OOTD, and voilà, your post was ripe for discovery. Well, those days are over.
Don’t get us wrong; hashtags haven’t packed their bags completely, but they’ve definitely been demoted. If hashtags were once the Beyoncé of your social media marketing strategy, they’re now that one ex-Destiny’s Child member you sometimes forget existed. Here’s why, and what it means for your social media marketing strategy.
Hashtags vs. Keywords (Spoiler Alert: Keywords Win)
Instagram’s algorithm, along with most platforms, has grown up. It no longer needs hashtags to understand your content. In fact, it will punish you for still trying to hashtag stuff like it’s Mary Poppins’ carpet bag. Search functions are now powered by AI that focuses on keywords. Yes, those humble little words and phrases are now the bread and butter of discoverability.
Want to stand out? Focus on incorporating relevant keywords into your captions and visuals. Think “social media marketing tips” or “b2b content creation” instead of #SocialMediaGoals. The platforms have become smarter than us, scanning captions, comments, and even visual context to figure out what your content is all about.
Oh, and here’s a cheeky pro tip for small business owners dipping their toes into TikTok or Instagram for the first time. TikTok’s Creative Center is a goldmine for trending keywords. Use it to see what’s hot in your niche, and watch how it makes your B2B social media marketing slicker than your fave barista having a flat white already waiting for you on a Monday morning.
Why Are Hashtags Losing Out?
- Searchability Has Evolved
If Instagram were a Netflix Originals lineup, hashtags would be the old, recycled reality series that everyone used to love but couldn’t get through the first episode trying to rewatch it now. The real masterpiece? Creating content that’s a Stranger Things-level hit, something the algorithm can’t resist binge-watching. It’s less about gimmicky hashtags like #fyp and more about producing truly compelling, authentic material that keeps your audience and the algorithm hooked for the next season.
- Spam Reduction
Less hashtag dependency equals fewer spammy posts clogged under “#Instagood”. (Honestly, how many selfies can one tag handle?)
- Content Quality Over Quantity
The algorithm’s shiny new toy is content quality. Engaging, creative, and keyword-rich posts will outperform generic, hashtag-stuffed content. Think of it as the algorithm telling us, “Do better!”
When to Use Hashtags (Yes, Sometimes They’re Still Useful)
Hashtags aren’t completely obsolete. Here’s where they still earn their keep in your social media management strategy:
- Campaigns
Launching a new product or event? Create a custom hashtag for buzz and community engagement. Something like #WaffleTuesdays for your artisanal café or #DataDoneRight for your tech startup.
- Community Building
Tag unites. Hashtags like #WomensHistoryMonth or #FoodiesUnite can create a sense of belonging, sparking conversations and brand love. (This is also where the algorithm for music is also a huge factor! Women’s History Month in 2025 blew up with content creators making Labor by Paris Paloma the unofficial anthem, and anyone clocking that and matching their content to that trend saw a huge uplift in reach.
- User-Generated Content (UGC)
Encourage customers to tag your campaign hashtag for easy content discovery. Nothing markets you better than your happy followers singing your praises.
That said, keep it lean. Stick to 1-2 targeted hashtags that make sense instead of spamming a collage of #LoveThis #BillieEilish #ICanHasAlgorithm?
What Does This Mean for Your Social Media Marketing Strategy?
The game has shifted, but the new rules aren’t rocket science. It’s about being smarter with how you speak to the platform’s algorithm. Here’s how to revamp your approach to content creation in this hashtag-light landscape.
1. Keywords > Hashtags
Think like an SEO whiz from 2015. Use niche phrases and searchable terms organically in your captions, image descriptions, and videos. Write content that answers questions or sparks interest.
Example for your B2B social media marketing content? “How to craft a winning social media marketing strategy” or “Content creation tips for small businesses.” Boom.
2. Reels & Video First
Short attention spans love short clips. Instagram and TikTok favour Reels; weave your key messaging with trending audio and captions that pop. Video’s the undisputed king of engagement right now, so lean in. (Yes long-form content is also coming back via YouTube and podcasting, but that is a whole different topic!)
3. Quality Over Quantity
Instead of posting five times a day with bland content and 25 hashtags, focus on 1-2 killer posts a week that speak directly to your audience. Nail the tone, visuals, and actual value of the post. Authenticity is key.
4. Use Emojis Like Punctuation, Not Paint
You’re talking to primarily millennials and Gen Z on these platforms, not dolphins. A sprinkle of emojis is cool; a bucketful is not. Keep it clean, relatable, and real.
5. Get Analytical
The algorithm respects numbers. Use insights to measure what hot content sticks and which keywords are gaining traction. Refine and repeat.
The Hashtag Downlow
The verdict? Hashtags aren’t six feet under, but their shine ain’t what it used to be. They’re now a seasoning, not the main course. Brands that pivot towards keyword optimisation and creative, high-quality content will find themselves leagues ahead of those still clinging to the #2015 era of social media.
If you’re feeling overwhelmed trying to keep up with Instagram’s algorithm updates or navigating the endless trend cycles of social media, don’t panic. Social media marketing doesn’t have to be rocket science, even for a small business owner with a tight budget.
Need help turning your social strategy from tired to thriving? Drop us a line. Because, spoiler alert, nailing keywords and creating content that is authentic to your brand beats obsessing over hashtags any day.