The Status of Hashtags in 2025: How Video is Transforming Their Effectiveness

Once upon a time, hashtags were the magic key to social media growth. On platforms like Twitter and Instagram, attaching a simple “#” to your content could land it in front of audiences far beyond your followers. But fast forward to 2025, and the story has changed. Hashtags aren’t dead, but their role has shifted, and the rise of video is a big reason why.

A Hashtag’s Farewell: What Instagram’s CEO Had to Say

In recent years, Instagram has quietly redefined the role of hashtags. In 2022, CEO Adam Mosseri didn’t mince words: hashtags aren’t meant to boost reach—they’re simply categorization tools to help the algorithm understand what content is about, not to amplify it to more eyes Instagram+6Postly Blog+6interruptdelivers.com+6. A landmark study of 75 million+ posts found zero correlation between the number of hashtags used and engagement rates Postly Blog.

Galaxy.ai reinforces this shift, reporting that Mosseri has declared hashtags “obsolete” when it comes to driving distribution—instead, he urges content creators to lean on AI-powered content recognition and strategy Wikipedia+13Galaxy.ai+13DICloak+13. In short, Instagram’s engine now operates on user signals, contextual AI understanding, and content relevance—not tags.

The Hashtag: Past Power vs. Present Reality

Once, stuffing posts with dozens of hashtags was a surefire boost to reach, especially for small creators. Now, hashtagging is more reminiscent of a filing system than a megaphone. Instagram has removed features like following hashtags and the “Recent” tab—further limiting their impact on discovery Business Insider+1.

Still, hashtags aren’t entirely gone. They remain useful for signaling niche topics—for instance, accurately tagging content like #VeganRecipes or #HandmadeJewelry helps contextualize posts, even if it doesn’t guarantee a spotlight Instagram+5Postly Blog+5interruptdelivers.com+5.

Where Hashtags Still Hold Value

• Categorization: They help algorithms interpret content themes—graphics, recipes, etc.—and align suggestions accordingly.

  
  

• Niche reach: Custom or community-specific tags can still attract smaller, engaged audiences.

  
  

• Branded campaigns: Hashtag challenges or calls to action, like custom tags, foster community and UGC engagement.

  
  

But instead of carrying your content, a hashtag today helps categorize it—an important distinction Instagram+3Postly Blog+3wearedigitaldiplomacy.substack.com+3.

Why Video—and SEO—Now Lead the Way

Enter video: the true engine of engagement in 2025. Emotional resonance, challenge formats, and storytelling are what propel content across platforms. Hashtags may channel this momentum, but video delivers the fire.

• TikTok’s hashtag challenges, like MAC’s #YouOwnIt or ELF’s #EyesLipsFace, became cultural phenomena—driven by compelling video more than the tags themselves Postly BlogMeetEdgarWikipediainterruptdelivers.com.

  
  

• Content that evokes emotion—amusement, awe, inspiration—is what truly goes viral, with hashtags acting only as accelerants interruptdelivers.com.

  
  

Instagram’s New Playbook: SEO, Engagement, and Human Signals

In a 2025 podcast, Mosseri outlined three key strategies for creators seeking reach:

1. Main Feed Matter: Posting to your feed remains the most influential avenue for visibility on Instagram.

   
   

2. DMs = Algorithmic Gold: When followers share your content via direct messages, Instagram interprets that as a strong engagement signal.

   
   

3. SEO Over Tags: Instagram is doubling down on search—within and outside the app. Contextual cues from captions, comments, and text will soon rank posts in Google and app search results YouTube+13Business Insider+13MeetEdgar+13.

   
   

This signals a clear direction: focus on meaningful engagement and searchable captions—not tags.

From Strategy to Storytelling: A Modern Marketer’s Guide

Here’s what the narrative looks like in action:

• Stop relying on volume: Ditch the hashtag spam. A dozen generic tags won’t elevate your post.

  
  

• Invest in content that moves people: Let video, storytelling, and emotion drive attention.

  
  

• Write for discovery: Use natural language, keywords, and context in captions so people—and search tools—can find you.

  
  

• Engage, don’t just post: Encourage comments, shares, and especially DMs to signal value.

  
  

• Use hashtags sparingly and intentionally: As markers of niche categories or calls to action, not as replacements for strategy.

  
  

Final Thought

In 2025, the hashtag trades its megaphone for a compass.

It quietly points viewers toward your video—but it’s the video that earns their attention. And the SEO-rich caption that sustains it.

So, let hashtags categorize—not define—your strategy.

References

• Postly | “The Decline of Instagram Hashtags…,” Paul Onu (May 20, 2025): insights into Mosseri’s proclamation that hashtags don’t boost reach and how they should now serve categorization. Postly Blog

  
  

• MeetEdgar | “Are Hashtags Still Relevant in 2025?” (June 27, 2025): detailing Instagram’s shift toward SEO, keyword strategy, and reduced hashtag influence. MeetEdgar

  
  

• Wikipedia | Instagram (2025): removal of “Recent” hashtag feature and shift away from hashtag prominence. Wikipedia+1

  
  

• Galaxy.ai article summarizer featuring Mosseri’s stance on hashtags being obsolete and the shift toward AI recognition and categorization. Galaxy.ai

  
  

• Business Insider | Adam Mosseri’s 2025 Podcast highlights: main feed importance, DMs as signals, and SEO enhancements. Business Insider+2Instagram+2