Are Hashtags Are Dead? (Hint: Not Quite) Why Content is King in 2026
- Brittany Hogan
- 2 days ago
- 3 min read
Let’s get this out of the way: yes, hashtags still exist.
No, they haven’t completely vanished.
But if you’re treating them like your magic “get-found” button in 2026, you’re doing it wrong.
When the owner of Instagram (a Mr. Adam Mosseri) basically admitted that hashtags no longer drive reach the way they once did, marketers everywhere snapped to attention.
The shift?
Algorithmic smarts, engaging content, and keywords now matter far more than a hashtag dump. (Rude, I know)
So, for you, the small business owner: should you ditch hashtags altogether or just rethink how you use them? Let’s dig in.
Understanding the Shift: What Mosseri Actually Said
Back in the day, hashtags were the golden ticket.
A couple of "#Chicagobiz" and "#entrepreneurlife" and boom, you’re “#discoverable”.
But Mosseri’s comments mark a pivot.
According to multiple sources, “hashtags don’t work the way most people think they do” on Instagram.
His point: the algorithm now favors content quality, context, and user engagement rather than the quantity of hashtags.
So yes, hashtags still categorize content, but they’re no longer the engine of discoverability.
In simple terms: Don’t expect "#cofffeelover" to magically pull in new customers.
Serve them real value instead.
Platform-by-Platform: Are Hashtags Still Relevant?
Old rule: Use 30 hashtags. New rule: Use 3-5 very specific ones or none at all, focus on keyword-rich captions and great visuals. Source says hashtags have minimal impact if the content isn’t engaging.
Takeaway: Content quality + niche relevance > hashtag quantity.
TikTok
Here hashtags still play a role, especially in trends. If a trend tag is hot, adding it helps reach. But engagement (watch time, shares) matters more than the tag itself.
Takeaway: Keep a couple of trend tags if relevant, but don’t rely solely on them.
Hashtags? Rarely the hero. Data shows engagement drops when many hashtags are used.
Takeaway: If you use them, go light (1-2 relevant ones); focus on posts people will comment on or share.
Keywords in your post and headline matter more than #, especially for B2B. Hashtags still exist, but they’re not getting you far alone.
Takeaway: Optimize for searchable language, not symbol-spam.
X (formerly Twitter)
Hashtags still useful for trending topics, live events, or joining conversations. But for your local business? One or two relevant tags max. Overuse looks spammy.
Takeaway: Use hashtags strategically to join larger chats, not as a scattergun.
Niche platforms (Nextdoor, Alignable, Patch)
Less research available here, but anecdotal evidence suggests hashtags have very limited impact. These platforms favor local posts, recommendations, and community interaction rather than broad reach via tags.
Takeaway: Focus on engagement and local credibility over hashtag stuffing.
So… Are Hashtags Dead?
Short answer: No. Long answer: Not the way you used to believe.
Hashtags are moving from “the growth hack” to “one small tool among many”.
The real algorithm payoffs? Good content, strong visuals, meaningful captions, and user engagement. As one analysis put it: in 2025 platforms prioritize AI-driven relevance and engagement over hashtags.
For your small business:
If you’re still pasting 20-30 generic tags under every post, drop it.
If you’re blogging quality, posting good visuals/videos, and engaging with your community, you’ll likely do better without worrying about hashtags.
If you still use them, pick 1-5 relevant ones and move on. The rest of your effort should go into content.
What This Means for Your Small Business Strategy
You might ask: “So what do I do instead of hashtags?” Good question. Here’s your shortlist:
Focus on quality visuals (good photo/video).
Use captions that speak your customer’s language.
Use keywords naturally (especially on platforms with search menus or algorithm reading).
Encourage interaction (questions, replies, community posts).
Post consistently, not clustered and gone for weeks.
Leverage local and niche communities rather than trying to hit broad tags.
In other words, treat your social content the same way you treat your website: polished, helpful, authentic.
Why Kamadu Says “Let’s Stop Chasing Hashtags”
Look, I know you’re busy. You didn’t get into business to figure out whether "#MondayMotivation" or "#MidwestBusinessowner" is better.
You got into business to do what you do best.
The social-media gurus and hashtag “experts” can keep swapping lists. Here at Kamadu we focus on strategy that actually works.
We write content, optimize visuals, and build systems so your presence grows, hashtag or not.
Final Word: Content Wins, Hashtags Get a B-Grade
If you’re still banking on hashtags to carry your reach, it’s time for a reality check.
In 2026, hashtags might help a little, but only when everything else is already working. When you’re posting mediocre content, hashtags don’t save you. But when your content is strong, relevant, and shares a message worth reading?
Then hashtags become optional garnish, not the main course.
Want help building content that works regardless of how many # you use? Let’s talk. Schedule your free consultation with Kamadu and let’s show your audience what you’re really made of.
