Are Hashtags Still Effective on Instagram in 2025?

The Hashtag Dilemma in 2025

“Hashtags are dead.”
“No, hashtags are the new SEO.”

If you’ve been around social media lately, you’ve probably heard both takes. It’s the classic marketing debate of 2025; everyone has an opinion. And like most things in digital marketing, the truth sits somewhere in between.

Let’s rewind for a second. Back in 2017, you could toss #travelgram or #instagood under your post, and boom, your photo could land in front of thousands of strangers. Hashtags were like magic keys to discovery.

Fast forward to September 2025, and Instagram looks nothing like that world. AI is running the show. Feeds are personalised. The algorithm decides what you see, and hashtags have been demoted from “growth hack” to “supporting role.”

Even Instagram CEO Adam Mosseri admitted this year that hashtags don’t really drive reach anymore. They help with categorisation, yes, but they’re not going to make you viral. Yet, here’s the kicker: over 500 million posts every single day still use hashtags (Sprout Social, 2025).

So the question isn’t really, “Are hashtags dead?” It’s “How should I use them differently now?” Let’s break down the Instagram hashtag trends in 2025 and what business owners should know.

Hashtags Then vs Now: The Glow Up

Remember when hashtags felt like a cheat code? #OOTD, #MondayMotivation, #ThrowbackThursday. Whole communities popped up around them. Brands saw serious ROI.

But here’s what changed:

• Instagram removed the option to follow hashtags in late 2024.
• X (formerly Twitter) banned hashtags in ads because Elon Musk thought they were ugly.
• Algorithms everywhere now care way more about watch time, shares, saves, and comments than hashtags.

Translation: hashtags are no longer your rocket fuel. They’re more like the road signs that help the algorithm understand where to put your content.

Why Hashtags Still Have a Seat at the Table

1. They Help Categorise Your Content

Think of hashtags as labels on a file folder.

• A skincare brand posts with #GlowingSkinTips—now the algorithm knows who to show it to.
• A restaurant adds #DubaiEats—locals searching for lunch spots might see it.
• A law firm uses #StartupLaw—their content is more likely to land in front of entrepreneurs.

2. They’re the New Social SEO

This is the big shift in 2025—hashtags behave more like search keywords now.

• Someone types “#ContentMarketingStrategy” into Instagram search, and your agency post pops up.
• A wellness coach using #MindfulLeadership shows up for stressed executives.

Pro Tip: Treat hashtags like Google keywords. Instead of #viral or #love, use niche ones your audience actually searches.

3. They Help You Build Community

Branded hashtags are less about mass reach and more about community energy.

Example: A fitness brand starting #TrainWithMe2025 could encourage followers to share workout videos.

4. They Extend the Life of Your Post

Stories disappear in 24 hours. Reels peak in a day or two. But a hashtagged post? That can stay discoverable for weeks.

• A travel company’s #MaldivesResorts post in September might still pull clicks during holiday season.
• A SaaS company’s #WorkflowAutomation content can show up months later when leaders search.

How Instagram Actually Treats Hashtags in 2025

• Captions and keywords now beat hashtags. Writing keywords in captions is more powerful.
• Less is more: Instagram suggests 3–5 focused hashtags. The 30-hashtag trick is dead.
• Engagement is king: Saves, shares, and comments matter far more.

How to Use Hashtags Like a Pro in 2025

1. Think Like an SEO Marketer

Ask yourself: what would my audience search for?

• A SaaS company: #EnterpriseSolutions
• A wellness brand: #NutritionForExecutives

2. Use a Mix of Broad + Niche

Combine broad and niche hashtags:

• Broad: #DigitalMarketing (high competition)
• Niche: #B2BMarketingIndia (hyper-relevant)

3. Create a Branded Hashtag

Give your audience a tag to rally around. Example: Wisoft could launch #WisoftGrowthStories.

4. Focus on the Content First

Mosseri himself said: “Hashtags don’t drive reach—content does.” Strong content first, hashtags second.

5. Check Your Analytics

Don’t guess—track. Tools like Flick or Sprout Social can show which hashtags perform best.

Example: #DubaiBusinessNetworking might work better than #DubaiBusiness.

What Not to Do (Yes, People Still Do This)

• ❌ Copy-pasting the same 30 hashtags.
• ❌ Using generic ones like #love or #happy.
• ❌ Jumping on irrelevant trending hashtags.
• ❌ Ignoring analytics.
• ✅ Instead: keep hashtags relevant, fresh, and intentional.

Final Word: Are Hashtags Still Relevant in 2025?

Here’s the bottom line: hashtags aren’t dead, they’ve just grown up.

• They help Instagram understand your content.
• They boost discoverability.
• They strengthen community building.

For businesses, the move is clear: stop treating hashtags like magic dust. Start treating them like SEO keywords.

At Wisoft Solutions, we help brands cut through the noise with strategies that combine content, data, and the latest algorithm insights. If you’re ready to future-proof your Instagram game, let’s chat.

FAQs

Q1. Are hashtags still effective in 2025?

Yes, but they now act more like categorisation and SEO tools than growth engines.

Q2. How many hashtags should I use?

Stick to 3–5 focused hashtags instead of 30 generic ones.

Q3. Do hashtags still matter for the Instagram algorithm?

They help categorise content, but engagement signals like shares and saves matter far more.

Q4. Should I create a branded hashtag?

Definitely. A unique hashtag builds community and strengthens your brand story.

Q5. What’s the biggest mistake businesses make with hashtags?

Using generic or irrelevant tags just for the sake of it. Keep it niche and intentional.

Q6. Can hashtags boost Instagram SEO in 2025?

Yes. Treat hashtags like keywords—they help users discover your content both on Instagram and even on Google search results.