Do Hashtags Still Matter in 2025?
Remember when hashtags felt like the “can’t miss” strategy for getting your post seen? You’d tack on #MondayMotivation or #Inspo and watch the engagement take off. Fast forward to 2025, and the conversation has shifted. Hashtags aren’t the “growth hack” they once were. So now many are asking: is using Hashtags still worth it? Of course! But the way in which you approach using them has ultimately changed.
Hashtags Aren’t Dead, They’ve Evolved
According to the American Marketing Association, hashtags have moved from being a tool for visibility to more of a categorization tool. Platforms like Instagram and TikTok now weigh watch time, saves, and shares over hashtags. But hashtags still act as signals, helping the algorithm interpret your content and making it easier for your desired audiences to find you.
Brands using fewer, more intentional hashtags see better results than those stuffing over 30 hashtags to throw their net far and wide. The key is relevancy—hashtags work when they help you show up in the right conversation, not every conversation.
On Reddit, creators summed it up best: hashtags won’t make you viral, but they will make you findable—especially in small, interest-based searches.
The Bigger Shift: Instagram Posts on Google
Here’s the real game-changer: Instagram posts are now being indexed by Google. That means your content isn’t just fighting for attention inside the app—it can now show up when someone Googles a relevant keyword.
This update expands Instagram’s reach into SEO territory. A well-written caption or hashtag like #ChicagoFoodie or #FirstTimeHomebuyerTips can land your post on a Google results page, driving discovery weeks or even months after you hit publish.
This is a huge opportunity for brands. Instead of relying solely on Instagram’s short shelf life, you can now create content that works double duty: performing inside the feed and pulling traffic from Google search.
How to Win in 2025
Think quality over quantity. Use 5–8 hashtags that are hyper-relevant to your post.
Treat hashtags like SEO. Choose phrases people might Google, not just trendy tags.
Write captions with intent. Clear, keyword-rich captions are just as important as the hashtags themselves.
Track results. Look at both Instagram insights and Google Analytics to see where discovery is happening.
Hashtags aren’t dead—they’ve just evolved. They’ve shifted from a growth hack to a search + SEO tool. When paired with keyword-rich captions, they can extend your reach beyond Instagram, landing your content in front of people on Google too.
In 2025, the winners won’t be the ones chasing hashtags for reach—they’ll be the ones treating them as part of a broader search strategy.