Are Hashtags Still Important?
Understanding Their Role in the Age of Algorithms and Artificial Intelligence
For years, the “#” symbol became almost synonymous with social media. From nostalgic #TBTs to viral campaigns, hashtags dominated digital content with the promise of visibility, engagement, and reach. But with the rise of algorithms and the increasing use of artificial intelligence in content curation, many people have started to ask: are hashtags still necessary? Do they still mean anything?
In this article, we dive into the world of hashtags to understand how their use has evolved — and what still makes sense to include in today’s digital strategies.
What Is (or Was) a Hashtag?
A hashtag is a word or phrase preceded by the “#” symbol, used as a categorization tag on platforms like Instagram, X (formerly Twitter), TikTok, and LinkedIn. By clicking on it, users could view all content marked with the same term, or at least that’s how it worked in the beginning.
At the peak of hashtag usage, they served primarily to:
Organize content by topic
Expand the reach of posts
Engage with communities and movements
Participate in trends or viral challenges
Optimize searches within social networks
But like any digital trend, the landscape evolved — and quickly.
The Turning Point, When Algorithms Took the Wheel
Over time, social media algorithms became more sophisticated and less dependent on explicit signals like hashtags. Platforms such as Instagram and TikTok started understanding content based on a combination of factors:
Caption text
Visual elements (images and videos)
Voice recognition (in videos with audio)
Initial engagement (likes, comments, view time)
User interests and behavior
In other words, content began to be identified and delivered based on deeper, contextual data, not just by a tag added at the end of a post.
On TikTok, for instance, it’s common to see videos go viral without any hashtags at all — or with a generic one like #foryou. The algorithm learns from user interaction and delivers what seems most relevant to each profile.
Then AI Entered the Game
With the rise of artificial intelligence in content curation and recommendation, platforms became even less reliant on hashtags to classify or distribute posts. AI tools are now capable of identifying:
What’s being said in videos (through speech-to-text transcription)
What appears in images or videos (through visual recognition)
The emotional tone of a text (positivity, humor, irony, etc.)
The content’s relevance to a specific audience based on behavior patterns
This means AI is constantly understanding content beyond the surface, and hashtags — as popular as they may still be, are no longer the main tool for categorization and reach.
Hashtags have become more aesthetic than strategic?
In many cases, yes. Today, hashtags function more as:
Aesthetic or tone-of-voice elements (e.g., #LetsGrow, #PowerTeam)
Signals of community or belonging (e.g., #DigitalMarketing, #MomEntrepreneurs)
Emotional or creative triggers (e.g., #MondayMood, #SundayVibes)
Campaign identity markers (e.g., #BrandXAtTheExpo, #ConsumerWeek2025)
In other words, rather than organizing content, they help tell a story — but rarely guarantee real reach on their own.
Does That Mean Hashtags Are Dead?
No. They’ve just stopped being the center of the strategy. Hashtags still hold value in certain contexts:
1. LinkedIn and X (Twitter):
On these platforms, hashtags still work similarly to their original purpose — they make content searchable, insert it into broader conversations, and help users discover profiles.
2. Specific campaigns or events:
Unique campaign hashtags like #ProudEstrela or #BrandXAtFeicon help track user-generated content, measure engagement, and reinforce branding.
3. Communities and niches:
Niche hashtags are still actively searched and explored, such as #UIUXDesign, #VegansSP, or #WeddingPhotography. In these cases, they can help content reach segmented audiences.
4. Viral content and trends:
When participating in a specific trend or challenge (e.g., #TransitionChallenge, #CurrentTrend), hashtags help content get discovered as part of that broader stream.
How to Use Hashtags Strategically Today
If you still want to (and should) use hashtags, here are some updated tips to make them truly effective:
Use 3 to 5 truly relevant hashtags — more than that, and your post may come across as forced or too generic.
Avoid overly generic hashtags like #love, #instagood, or #happy — they have too much volume and deliver too little.
Choose hashtags that are specific to your niche, location, or community.
In campaigns, create unique and easy-to-remember hashtags that encourage audience participation.
On TikTok or Instagram, test using posts with and without hashtags, and analyze the results. Sometimes, “clean” content performs better.
Hashtags have changed their function and that's normal
Hashtags still exist, and they still have a purpose, but they’re no longer a magic shortcut for growing on social media. Content is now interpreted by increasingly intelligent algorithms, and what truly matters is what you say, how you say it, and who you’re speaking to — not just the tags you tack on at the end of a post.
They’ve stepped down from the spotlight and taken on a supporting role. But when used well, they’re still valuable supporting actors.
If the question was, “Do hashtags still mean anything?”, the answer is yes — but they no longer move mountains on their own.
What does? Content with purpose, timing, and a solid dose of strategy.
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Giovanna Marques
Graduated in Literature. She has experience in translation, text editing, and content creation. Currently, she is a copywriter at Mark Publicidade and strives for clear and didactic communication in her texts. She values versatility and creativity.