Back when social media platforms like Instagram first kicked off, hashtags were a popular tool to use when uploading content. Now in 2026, there is a lot of discourse regarding whether hashtags are actually useful or not. Realistically, their usefulness differs from platform to platform and from user to user. Each platform has a unique algorithm used to determine how content should be pushed to users; each person has a unique social media experience that is designed around their interests and habits. This blog will take a look into how hashtags are used on each of the core platforms.
What are hashtags used for?
Hashtags are used as a form of indexing on social media platforms. A user could add a hashtag to their post which would then be connected to a hyperlink containing other posts that have the same hashtag attached. They’re a great way to keep track of specific topics that one is interested in. There are different types of hashtags that users and brands often use. Companies will use a hashtag relevant to their business, such as their name, which increases branding and visibility. Other types of hashtags can include trending hashtags, geo-specific hashtags, niche hashtags, and community based hashtags. On some social media platforms, there is the option for users to directly follow a specific hashtag in addition to accounts, allowing public posts containing the followed hashtag to appear on their timelines.
Instagram is the platform that has gone through the most change in regards to how hashtags work. When Instagram first started in 2010, the use of hashtags was very common and encouraged. Posts would frequently be seen with multiple hashtags attached. Back then, there was no limit to how many hashtags could be added to a post, now the limit is 30. Instagram is also one of the platforms that allows you to directly follow a hashtag.
Now how do things work in 2026? Instagram uses a new AI software to determine what posts get pushed to your feed rather than basing it off of who and what you follow. It will look for trends in the types of posts you like, you are more likely to view posts from accounts you interact with frequently, and what posts are currently trending on the app– in this case posts that receive a high level of likes, comments, and shares. Additionally, Meta installed a new AI based search engine software in April 2024. This software will search posts exactly as a search engine would, by using the copy in the description as a method of indexing. Here, users can simply type in whatever they’re looking for and then be presented with an answer or description generated by the AI system followed by posts that are relevant to the search query. This eliminates some need for hashtags as long as the description contains relevant keywords. Despite this, hashtags are still in frequent use by users. They are an easy way to quickly bypass the search engine AI to go directly to a topic you wish to engage more with.
So, is it worth it to use hashtags in 2026 on Instagram? Yes, hashtags can still be used but they are not entirely depended on when looking to explore more content about a specific topic. There is no harm in using them as they will still provide the keywords necessary for the AI search engine. Instagram now has new Search Engine Optimization features, allowing posts to be present on search engines like Google. While 30 hashtags are not necessary, a smaller number, like 3-5 are good to keep in mind if you are wanting your content to meet certain keywords for search results.
X (formerly Twitter)
The presence of hashtags on X is very different from Instagram. In 2026, hashtags are still quite relevant between user’s personal accounts. On X, if multiple users attach a hashtag to their post, it can become a trending topic and have its own spotlight on the platform’s search page. X recommends a limited use of one to two hashtags on a post to make sure that your upload remains relevant to the topic. X is a platform where users primarily write posts, sometimes in addition to photos or videos. This may make the search a little more difficult, especially depending on how cluttered a keyword could be. At times, a keyword could be used in a different context, such as if someone were to search “pasta recipe,” posts can appear with each word being in two entirely different sentences that have no relation to an actual pasta recipe. Hashtags help refine the search further and lead users to an actual new #PastaRecipe they may want to try.
One thing to keep in mind about X, is that there is a character count limitation. Using too many hashtags can fill up your character count and not allow you to provide as much information in your post as you would like. Thus, the encouragement from X to keep your hashtag count low is understandable.
Facebook has also changed its algorithm significantly in the last few years. Before, Facebook did not push as much content from public pages as it does now. Previously, content was primarily from your friends list or from pages or groups you follow. Now, the timeline is pushing more content from pages that you may be interested in based on a user’s previous interactions with similar content or pages. Facebook is also pushing posts that generate high engagement similar to Instagram.
So, will hashtags be useful? Again, like Instagram, hashtags can be used on Facebook for ease of user navigation. Hashtags can be utilized in creative ways to count as keywords while also spreading your reach on the platform. Clicking on, or searching for a hashtag will still direct users to posts that are connected to that specific hashtag. The use of copy and keywords is still the most essential because Facebook’s AI will determine whether or not specific content will apply to your current tracked interests. Unlike Instagram, the less hashtags used on Facebook posts tend to do better. Primarily, brands will focus on using 1-3 hashtags that are relevant to their company. This may be something as simple as their company name, potential partnerships, or any other relevant notes. Hashtags are not necessary, but they are a helpful tool for some users.
Like with X, hashtags on LinkedIn are more useful than they are on Facebook and Instagram. They still provide an easy path of travel for users who are looking to navigate a topic of interest. LinkedIn is a platform that primarily focuses on connecting businesses and professionals in their areas of expertise. Since LinkedIn is a platform that connects professionals in their field, there is more likely to be a higher number of niche topics discussed. Hashtags are an excellent opportunity to utilize here as they can directly connect posts and people. LinkedIn is also a platform that is used for learning new areas of research, and again hashtags provide an excellent opportunity to continue through the path of travel.
Like every other platform, keywords and visual content still play a significant role in the pushing of your content to the timeline. Quality content that receives high engagement is still what ultimately decides which content is shown to more users.
Conclusion
To finalize, hashtags are no longer an essential part of social media marketing but they are not something to entirely forego. Whether you use them or not does not entirely determine if your posts will be pushed to users’ timelines, but they are helpful in creating a seamless path of travel for users looking to learn more about a topic. The quality of the content you release outweighs the need for hashtags. Creating effective content with good visuals and interesting copy that leads to user interactions is key in the performance of your posts. Hashtags are a good tool to use if a user is looking for specific topics, but there are other methods that users can use to search. Ensuring you have all your keywords in place can lead to interaction success!
Interested in learning more about hashtags, keywords, or effective content? Book a consultation with us here at JBC!
