Stop Chasing Hashtags: A Smarter Strategy for Business Growth in 2025
Hashtags used to be the magic ingredient for social media reach. But times have changed.
In 2025, the rules are different. Some platforms like X (formerly Twitter) are actively discouraging hashtags—even banning them from paid ads.
Meanwhile, platforms like TikTok and Instagram have evolved their algorithms to prioritize keywords, relevance, and content quality over hashtag spam.
So what’s a small business owner or solopreneur to do?
Here’s what actually works now:
Keywords Over Hashtags: What You Need to Know
Search-based discovery is more powerful than ever. Social media platforms are now functioning more like search engines.
This means:
- Use real, searchable phrases in your captions and content (think “handmade fall candles” instead of just #cozyvibes).
- Front-load key phrases in your post captions or video titles.
- Focus on your audience’s intent (what they’re trying to find, not what you’re trying to tag).
Updated Platform Tips (2025 Edition)
Here’s what currently works for hashtags and keyword discovery across major platforms:
Use 3–7 relevant hashtags, not 30.
Prioritize niche and branded hashtags over broad ones.
Place them in the caption, not the first comment.
Combine hashtags with SEO-friendly captions.
TikTok
- Keywords in captions and spoken words in the video are what matter.
Use 1–3 niche hashtags, including trends.
Use platform features like auto-captions to reinforce keywords.
- Use 2–5 industry-relevant hashtags in your post.
Place them at the end of your caption.
Follow hashtags that match your niche to engage with relevant content.
Hashtags have minimal impact now. Focus on descriptive, engaging copy instead.
If used, keep it to 1–2 max, and only if truly relevant.
Pinterest now prioritizes keywords in Pin titles and descriptions.
Hashtags are no longer effective here.
Focus on rich, searchable text in your pins and board titles.
X (Twitter)
Use no more than 1–2 hashtags, if any.
Elon Musk has publicly said hashtags are unnecessary—and banned them in ads.
Focus instead on engaging headlines and clear intent.
Should You Still Use Branded Hashtags?
- Overloading: Don’t stuff your posts with too many hashtags; it can look spammy.
- Irrelevant Tags: Ensure your hashtags are directly related to your content.
- Using Only Popular Tags: Balance popular and niche-specific hashtags for better targeting.
Quick Strategy for Business Growth Without Hashtag Overload
Focus on clarity + consistency + connection:
Use clear, searchable phrases in every caption.
Be consistent with your brand’s voice, keywords, and visuals.
Engage meaningfully with others in your niche—algorithms reward conversations.
Examples (Keyword-Focused)
Product-Based Business
Caption: “This lavender goat milk soap is perfect for sensitive skin—hand-poured in small batches every week.”
Use: #HandmadeSoap #LavenderSkincare
Service-Based Business
Caption: “Looking to buy your first home in Green Hills? I specialize in helping first-time buyers navigate the Nashville market.”
Use: #GreenHillsRealEstate or just keyword-rich phrases without hashtags
Author/Creative Business
Caption: “Sneak peek at Chapter 5 of my new small-town romance novel! If you love Hallmark vibes and second chances, you’ll want to read this.”
Use: #SmallTownRomance or emphasize searchable phrases like “small-town romance” in your post body and visuals.
Outdated Hashtag Habits to Ditch
❌ Using 20–30 hashtags per post (looks spammy)
❌ Repeating the same exact set every time
❌ Using overly broad tags like #success or #love
❌ Assuming hashtags = discovery (they don’t anymore!)
Conclusion: Adapt or Get Buried
In 2025, social algorithms reward relevance, not #trending clutter. Hashtags may still have some utility, but clear intent and strong content strategy are now your best tools for reach and growth.
Want to grow your brand? Speak your customer’s language. Literally.
FAQs (Updated for 2025)
Q: Are hashtags dead?
A: Not entirely—but their role has changed. Use them sparingly and strategically, with more focus on keywords and platform-specific best practices.
Q: Should I still create a branded hashtag?
A: Yes—for community-building, campaigns, and searchability within your own content. Just don’t rely on it for reach.
Q: How can I get discovered if not through hashtags?
A: Focus on searchable keywords, shareable content, engaging captions, and meaningful comments or replies. Discovery today happens through relevance, not tags.