For years, hashtags were one of the most talked-about tools in the Instagram playbook. Whether you were a fashion blogger trying to land on #OOTD or a café hoping to ride the wave of #latteart, hashtags seemed like a golden ticket to discovery.

But fast forward to 2025, and the question many creators and brands are asking is: Do hashtags still work? The short answer is yes — but with asterisks.

The Role of Hashtags Has Changed

Instagram used to rely heavily on hashtags to categorize content. But the algorithm has evolved. In 2025, the platform leans more on machine learning, user behavior, and interest-based signals to recommend content — especially on the Explore page, Reels tab, and Suggested Posts in the feed.

This doesn’t mean hashtags are useless. It just means they’re no longer the centerpiece of a content strategy.

What Hashtags Still Do (and Don’t Do)

What They Still Do:

1. Help categorize content.
   Instagram still uses hashtags to understand what your post is about. For example, posting a photo of a wedding cake with #weddingcake and #cakemaker helps the algorithm know who might want to see it.
2. Connect you with niche communities.
   Hashtags like #blackgirlstravel or #dndmemes aren’t just for reach — they help people find others with shared interests.
3. Support campaign tracking.
   Brands and events still use unique hashtags to group UGC (user-generated content). Think #Coachella2025 or #ShotoniPhone.

What They Don’t Do (Like They Used To):

• They rarely land you on the Explore page or boost you to virality.
• They don’t guarantee discovery by strangers, especially if your post lacks engagement.
• They don’t “hack” the algorithm. Instagram sees through spammy or irrelevant usage.

Account Size Matters: Here’s How

Small Accounts (0–10K Followers):

• Why hashtags matter here: You’re still growing, and hashtags can help you be seen by people outside your follower base.
• Example: A new fitness coach posts a Reel with #homeworkout and #fitmoms — it may reach 500 extra people from those hashtags. That’s real exposure at this stage.
• Best practice: Use 5–15 relevant hashtags. Mix big ones (#fitness, #fitlife) with niche ones (#fitmomsafter30, #homeworkoutideas).

Mid-Sized Accounts (10K–100K Followers):

• Why hashtags matter less: At this level, engagement drives more reach than hashtags. Your posts might already show up in Explore and feed recommendations.
• Example: A travel blogger with 40K followers may use #solotravel and get some reach from it, but the post’s performance depends more on the hook, video quality, and saves/shares.
• Best practice: Use 3–10 targeted hashtags. Focus on quality content and follower interaction over hashtag volume.

Large to Influencer-Level Accounts (100K+ Followers):

• Why hashtags are mostly decorative now: These accounts have strong algorithmic momentum. Their content gets pushed out even without hashtags.
• Example: A makeup influencer with 500K followers posts a GRWM (Get Ready With Me) Reel. Even without a single hashtag, it reaches 1M+ views — because people already engage with their content.
• Best practice: Use branded or campaign-specific hashtags, but don’t rely on them for reach.

What to Focus On Instead in 2025

Instagram’s algorithm rewards engagement, watch time, and relevance over keyword signals. Here’s what actually moves the needle:

1. Reels & Short Video Content

• Reels continue to dominate. A high-retention 15-second video can do more for your reach than 30 perfect hashtags.
• Example: A cooking page posts a fast-paced “5-Minute Pasta Hack” with no hashtags — it explodes thanks to shares and watch time.

2. Strong Hooks & Captions

• The first 3 seconds (in a video) or first line (in a caption) can make or break a post.
• Ask a question or create intrigue: “Most people boil their eggs wrong. Here’s why.”

3. Saves, Shares, DMs

• Posts that get saved or shared signal value to Instagram. Those are more powerful than likes or even comments now.
• Pro tip: Add carousel posts with educational content or tips. These often get saved.

4. Consistency + Content Themes

• The algorithm favors consistent creators. Posting around a clear niche or aesthetic helps Instagram know who to show your content to.
• Example: A dog trainer who posts “bite-sized” dog training tips will get better reach over time than someone posting all over the place.

Tips for Using Hashtags the Smart Way

• Avoid generic spammy tags like #love or #instagood. These are way too crowded and offer no niche value.
• Create your own branded hashtag if you’re building a brand. Something like #AshleyCooks or #MiloTheMalamute helps build community.
• Check hashtag performance by tapping into Instagram Insights. If a post gets 200 impressions from hashtags — that’s useful data.
• Don’t copy-paste the same set on every post. Rotate based on the specific content and audience.

Bottom Line: Should You Still Use Hashtags?

Yes — but use them wisely. Hashtags are no longer a growth hack, but they still serve as contextual markers, community connectors, and discovery tools — especially for small to mid-level creators.

The real engine of growth in 2025? Quality content, engagement, and consistency. Hashtags help the car go smoother — but they’re not the fuel anymore.

For more Instagram tips and strategies, check out these articles here.