#RIPHashtags? Why social media is moving beyond the symbol

Instagram recently announced it would be removing the option to follow hashtags, citing widespread misuse and spam as key reasons. So, are hashtags becoming irrelevant, or are we simply adapting the way we use them in line with new digital habits?

A brief history of hashtags  

The hashtag was introduced in 2007 by Chris Messina, who proposed using it as a way to group and organise conversations on Twitter. His suggestion was initially met with scepticism, but it didn’t take long for the symbol to catch on. In 2007, during the San Diego wildfires, hashtags like #sandiegofire became instrumental in providing real-time updates and connecting people to critical information.  

Hashtags quickly evolved into cultural staples, extending beyond Twitter. Brands harnessed them to drive campaigns, while activists used them to amplify voices and ignite global conversations. Movements like #MeToo highlighted their power to raise awareness and inspire meaningful action on a worldwide scale.

Beyond activism, hashtags have become ingrained in everyday language, advertising, and pop culture. They’ve driven trending memes, high-profile campaigns like #ShareACoke, and even recognition outside social media. In 2015, "hashtag" was named Children’s Word of the Year, cementing its place in modern communication.

However, with popularity comes problems. Overuse, spam, and irrelevant tagging began to dilute the feature's effectiveness, and Instagram and Twitter (now X) had to address issues like unrelated or misleading posts hijacking trending hashtags, sometimes derailing conversations entirely. 

Why are hashtags of less importance?

Instagram’s decision to move away from hashtags reflects a broader trend: platforms are shifting toward algorithmic discovery that prioritises personalised, context-driven content. Here are some of the main reasons why:  

Better content recognition  

Social media platforms now have advanced algorithms powered by artificial intelligence, which can analyse images, videos, and text to determine what’s relevant to individual users. 

For example, Instagram no longer needs ‘#BeachVibes’ or ‘#SunsetGoals’ to identify a beautiful beach photo. These systems can match content with user preferences based on behaviour rather than keywords or hashtags, making hashtags less critical for visibility.  

This benefits brands who might not know the "perfect" hashtags to use, so by focusing on quality and clear captions, their content can still reach the right audience. For users, it means cleaner, more relevant feeds free from posts stuffed with unrelated hashtags.  

Combatting spam  

Once celebrated as tools for democratising reach, hashtags became an easy opportunity for spam to infiltrate conversations. Irrelevant posts, clickbait, and even explicit content frequently flooded hashtag feeds, frustrating users searching for genuine content.  

Trending hashtags tied to news or events often became hijacked, losing their original purpose. Platforms like Instagram have worked to filter low-quality content, but the overwhelming misuse has led to a loss of trust. Reducing the emphasis on hashtags is one way platforms are tackling this issue and improving user experience. 

The importance of choosing the right hashtag  

In 2012, Susan Boyle’s album launch became a cautionary tale in hashtag creation. 

The promotional tag #SusanAlbumParty seemed straightforward enough, but when written in lowercase, it sparked a wave of unintended humour due to a rather unfortunate misreading.

What was meant to generate buzz for her music instead became a viral sensation for all the wrong reasons. Social media erupted with jokes, memes, and endless commentary, completely overshadowing the album itself. 

The campaign instead turned into a lesson in the perils of not double-checking how a hashtag might be interpreted. 

You could say it hit a bum note (pun intended).

To avoid potential pitfalls, follow these best practices when creating a hashtag:  

1. Keep it simple and clear: Avoid overly long or complex hashtags that could confuse users or be misinterpreted.  
2. Test for ambiguity: Learn from SuBo’s mistakes and check how the hashtag looks in lowercase, without spacing, and ensure it doesn’t carry unintended meanings.  
3. Make it relevant: Your hashtag should tie directly to your campaign or event to attract the right audience.  
4. Research prior usage: Ensure your hashtag isn’t already associated with an unrelated topic or brand.  
5. Promote consistently: Encourage followers to use the hashtag and incorporate it across your platforms to build momentum.  

Are hashtags still worth using on social media?  

While hashtags don’t hold the same weight they once did, they’re not obsolete. 

They remain a valuable tool for categorising content, connecting with niche communities, and organising conversations around specific topics or events. For example, hashtags are still effective for bringing together participants in live events, unifying campaign messaging, or helping users discover content within smaller, niche groups.

That said, relying solely on hashtags is no longer a viable strategy in today’s social media landscape. 

Hashtags need to work in tandem with other tactics. High-quality, engaging content should always take centre stage, paired with SEO-optimised captions that enhance discoverability. 

By integrating hashtags into a larger, more dynamic strategy, you can ensure your content stays relevant and impactful in a constantly evolving digital environment.

The future of social media discovery  

As algorithms improve and platforms shift toward personalised experiences, hashtags are becoming less central to content discovery. While their golden era may be behind us, they remain a useful tool in the right context, particularly for events, timely conversations, and campaigns.  

To stay relevant, creators and brands must embrace these changes, focusing on quality content and meaningful connections while using hashtags strategically.

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