The Death of the Hashtag

Yes, you read that right. Hashtags are dead.

For years, we have watched people cling to them like a security blanket. Stuffing #MondayMotivation and #ThrowbackThursday into every post as if it were the golden ticket to going viral. And for a while, maybe it helped. But now? If you are still leaning on hashtags to boost your reach, you are basically the Instagram equivalent of that older relative who joined Facebook in 2012 and typed every status in all caps.

What Actually Happened

Instagram has admitted what most of us in marketing already knew. Hashtags no longer move the needle. They are not the secret hack that gets you seen. At best, they help organise content into categories. At worst, they are digital clutter.

The algorithm has shifted focus. It now looks at keywords in your captions, the quality of your alt text, location tags, and most importantly whether people are actually engaging with your post. Comments, saves, shares, DMs. That is what gets you reach. Not dropping #blessed on your Sunday brunch photo.

Why This Matters for Small Businesses

If you are a small business still treating hashtags as your main discovery tool, it is time to wake up. The game has changed. Your posts are not going to magically appear on a trending page just because you loaded up thirty hashtags. Instead, you risk looking outdated, out of touch, and yes, a bit cringe.

Think about how you consume content now. Do you click hashtags to find things? Or do you scroll, engage with content that actually interests you, and let the algorithm do the heavy lifting? Exactly. Your audience is the same.

What To Do Instead

So if hashtags are out, what should you be doing to get discovered and grow your reach? Here is where to put your energy:

• Write captions with intent - Treat your captions like mini search engines. Use natural keywords that your audience might actually type into Google. For example, instead of “Lovely day at the café #coffeetime,” write “Flat whites and sourdough at our café in Glasgow’s West End.” It is clearer, richer, and more algorithm-friendly.
  

• Alt text matters more than ever - Stop leaving alt text blank or generic. Platforms are reading it, and so are accessibility tools. Describe the scene in detail and weave in a keyword if it makes sense. “Barista pouring latte art in a flat white at our Glasgow café” is miles better than “coffee.”
  

• Use location tags to get local eyes - If you are a business with a physical presence, location tagging is free targeting. People browse posts in their local area, and algorithms push them to nearby users. It is a quick win.
  

• Engagement is currency - The strongest signal now is interaction. Instead of broadcasting, ask questions that get replies. Reply back quickly. Use polls in Stories, share questions, and encourage DMs. Engagement is what the algorithm wants to see because it proves your content is worth surfacing.
  

• Think episodic, not one-off - With new tools allowing Reels to link in sequence, you can create mini series that people follow along with. A three-part tutorial, a behind-the-scenes journey, or even a “part one/part two” story keeps people coming back for the next instalment.
  

• Mix formats, do not just stick to static - Video, carousels, Stories, and even live sessions all play differently in the algorithm. Reels are being prioritised, but do not ignore carousels (great for saves and shares) or Stories (great for daily interaction). Each format has its place.
  

• Optimise for search - Social platforms are acting more like search engines every month. That means clear titles, keyword-led descriptions, and answering the kinds of questions people are actually searching for in your niche.
  

• Post with consistency - Algorithms reward regular posting over bursts of activity. You do not need to post daily, but you do need to post reliably. Pick a rhythm you can stick to and let your audience, and the algorithm, get used to it.
  

The Verdict

Hashtags are not just fading, they are done. RIP to the little symbols that once promised reach and now deliver nothing more than nostalgia.

It is 2025. If you are still hashtag-stuffing, you are not marketing. You are time travelling.