Hashtags may no longer be the golden ticket for boosting social media engagement. Many reports suggest they don’t work as effectively across platforms as they used to.
On Tuesday, X owner Elon Musk weighed in on the conversation.
“Please stop using hashtags. The system doesn’t need them anymore, and they look ugly,” Musk posted.
Musk responded to an X user who asked Grok, the platform’s AI chatbot, if hashtags were still useful.
Grok replied, “If you really want to watch your engagement plummet like a stone into the abyss, go ahead—fill your posts with hashtags.”
Why hashtags may not work as well
The effectiveness of hashtags declined for several reasons. Social media algorithms, constantly evolving, now prioritize content differently. Posts overloaded with irrelevant or excessive hashtags are often flagged as spam.
In August, the American Marketing Association explained how platforms like Instagram identify spammy content, removing it from feeds and searches. This shift forces creators to rethink their strategies for visibility and engagement.
Search engine optimization (SEO) is also replacing hashtags as a tool for finding content. Social media platforms like TikTok and Instagram now operate more like traditional search engines, enabling users to see posts without hashtags.
“People go to TikTok and they’re like, ‘I want to fry an egg. I want to know how to make a soufflé,’” said Jason McDonald, director of JM Internet Group. “These search-generated queries are impacting, especially TikTok, also YouTube.”
How to adjust
Instead of spamming hashtags, integrate key terms naturally into captions. Those still wanting to use hashtags, should focus on niche and relevant tags. Generic ones like “#Love” or “#FYP” are unlikely to help with engagement.
Hashtags may not be completely dead, but they’re evolving. Adapting to new trends and experimenting with strategies could help content creators stay ahead in the ever-changing world of social media.
