Are hashtags still relevant?

5 Mar

The short answer is: Yes.

The longer answer is: Also yes… but not in the way they used to be.

Like most things in digital marketing, hashtags have evolved. They’re no longer the magic sprinkles that instantly boost your reach. And they’re definitely not about cramming 30 of them under every Instagram post and hoping for the best.

So let’s unpack this properly…

Because, perhaps the real question isn’t just “Are hashtags still relevant?”
It’s “What role do they play in your strategy now?”

And that’s where it gets interesting.

What hashtags used to do

Once upon a time, hashtags were primarily about discovery.

You’d add:
#smallbusiness
#nonprofitlife
#marketingtips
#supportlocal

…and your post would appear in those hashtag feeds. Simple.

It was a visibility tool. A sorting mechanism. A way to categorise content and get in front of new audiences. But platforms have grown up.

Algorithms have become smarter. Search functions have improved. Content is increasingly surfaced based on behaviour, interest, watch time and engagement, not just tags Which means hashtags are no longer the engine. They’re just part of the ecosystem.

So… do you still need them?

Yes. But only if they’re used strategically. Hashtags now serve three key purposes:

1. They support search

Social platforms are becoming search engines. People often now type full questions into Instagram, LinkedIn and TikTok. Hashtags still help reinforce what your content is about on these social platforms, but they instead act as metadata. So, think of them as signposts, not megaphones.

But here’s the important bit:

If your caption isn’t clear and keyword-rich, hashtags won’t save it. The words in your actual post matter more.

2. They help contextualise your content

Hashtags can clarify your niche.

For example:

#RuralBusiness
#CommunityFundraising
#CharityMarketing
#WomenInBusinessUK

These don’t just boost reach. They signal relevance. For small organisations especially, that specificity is powerful. You don’t need everyone. You need the right people. And none of this needs to cost the earth, just a bit of thoughtful positioning.

3. They build micro-communities

Branded hashtags still matter. If you run events, campaigns or community initiatives, a consistent hashtag helps gather content into one searchable place. It’s less about going viral and more about building a thread of connection. And they can help businesses to see individuals’ posts and content when the hashtag is used. It works both ways, for businesses and for individuals to become part of a community. And that feels very aligned with how marketing should work right now. Steady, relational, human.

What doesn’t work anymore

Let’s be honest, these things don’t work.

Dumping 25 generic hashtags
Copy-pasting the same block under every post
Using wildly broad tags like #business or #success

That’s digital clutter and clutter doesn’t convert. If your marketing already feels overwhelming, simplifying your hashtag strategy is a small but powerful step.

A smarter way to use hashtags

Here’s a practical framework you can use:

Ask three questions before adding a hashtag:

Does it describe exactly who this post is for?
Does it clearly reflect what this content is about?
Would someone realistically search or follow this?

If the answer isn’t yes, you probably don’t need it.

As a guide:

Instagram: 3–8 intentional hashtags is plenty (sticking with fewer is often better)
LinkedIn: 3–5 relevant ones
Facebook: Often optional
TikTok: A mix of niche and topic-specific works well

But always test. Always review. If you’ve tried them and they don’t work, think again about what you’re doing… is it the hashtags not working? Is the caption not strong enough? Or both? Always go back to the drawing board to reassess how things are working.

The bigger picture

Here’s the thing. Hashtags are tactical. Strategy is foundational.

If you don’t know:

Why you’re posting
Who you’re speaking to
What action you want someone to take

Hashtags won’t fix it.

Know not only what you’re posting, but why you are posting it.

When your content is clear, purposeful and audience-focused, hashtags simply support the structure. They’re not carrying the weight.

So… are hashtags still relevant?

In a nutshell, yes. But they’re no longer the star of the show. They’re supporting actors.

They are still: useful, strategic and contextual. And when used thoughtfully, they still help your content travel further without shouting, without clutter, and without chasing trends that don’t serve your goals.

If you’re unsure whether your social content is working as hard as it could be, that’s where partnership comes in. Creative design, words that work and smart behind-the-scenes stuff, that’s what we’re here for.

Korio will become your virtual business partner. And together, we’ll make sure every post, including hashtags, has a clear purpose and real impact.

Because marketing shouldn’t feel noisy. It should feel intentional.

Get in touch

Kim Manunui

Hi, I’m Kim and I work with a great team to help individuals, as well as small and not so small businesses get their message, product and services to the world using digital media and creating wonderful websites that don’t cost the earth.

I was born in Canada, and grew up around Vancouver and the mountains of British Columbia. My love of pristine environments led me to New Zealand and eventually to the mountains, lakes and rivers of the central North Island which is home. My family’s heritage is here, and it’s from here that Korio traverses the planet.

The digital world is never static and neither are we.

And I say ‘we’ because I work with an awesome group of talented people who I gather together as required to complete a project. Whatever your business, not-for-profit or individual needs are we gather the best team to get the job done.

Collaboratively we are creative, share sustainable values and work hard for great outcomes because that’s the buzz of satisfaction that drives us.

If you have an audience and market to reach, we can make that happen. Creative design, words that work and smart behind the scenes stuff that cuts through the online noise. We’ll design your website and then build it. We’ll manage the content as well as all your hosting needs. We can handle your online advertising so you get noticed,
and we’ll manage your social media presence so you get the clicks, likes and engagement to grow your business. All within the budget you set, because none of this needs to cost the earth. And the job doesn’t stop when your website goes live. We are your virtual business partner.

https://www.korio.co.nz