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Are Hashtags Dead? How eCommerce Brands Can Effectively Use Hashtags
If you’ve been seeing news about hashtags being dead and gone, you aren’t alone. But how true are the rumours that the beloved hashtag is no more? And should you still be adding them to your content?
We’ve done the hard work for you and investigated whether the rumours are true so that your eCommerce brand can level up its social media strategy.
Whether or not hashtags are worth it really depends on how you use them. Here’s how we recommend our eCommerce clients use hashtags to make them the most effective.
In 2025, The Role Of Hashtags Are Shifting
Hashtags used to be a key aspect of social media, and they held their own when it came to categorising content and making content easy for the right users to find. In the early 2010s, and even before (we’re really showing our age here!), hashtags were used religiously as a way to find and organise posts. They were key for getting your content discovered by new users, but as the years have progressed, the way hashtags are used is changing.
With the rise of social media algorithms, we are now seeing more personalised content pushed through our feeds without us ever having to search a hashtag. The big three in social media (Facebook, Instagram and TikTok) prioritise personalised feeds for users, meaning many of us no longer have to click on hashtags to find content that resonates, it’s simply already in our feed.
Now I know what you’re thinking, wouldn’t the algorithm use hashtags to determine what kind of content gets pushed out? And the answer is: kind of? Whilst yes, algorithms still group content based on trending hashtags, it’s not the only factor that gets your posts onto someone’s feed. Social media platforms are now ranking posts on various factors, including engagement, shares and view rate or watch time.
The Case Against eCommerce Hashtags
Now if you’ve been hearing that hashtags are dead and gone, you aren’t alone. But why are people saying hashtags are a thing of the past? And does it just have to do with algorithms prioritising other ranking factors?
Here are some of the reasons marketers might be telling you hashtags are no longer recommended (or even necessary).
They Don’t Get Clicked
Gone are the days of users clicking hashtags as a way to discover more content. Nowadays, most users don’t search for or even click on hashtags when on their social media. Using hashtags to find content has been quickly replaced by waiting for personalised recommendations from your unique algorithm.
Engagement Isn’t Guaranteed
Often, you may see hashtags like #Trending or #Viral on a brand’s content as a means to encourage engagement and reach virality. Unfortunately, though, there is no secret sauce for going viral on social media, and hashtags really don’t guarantee any sort of engagement.
Hashtag Campaigns Are A Thing Of The Past
Much like the wedding hashtag trend of the 2010s, eCommerce hashtag campaigns have been dying off in recent years. Whilst there are a few viral hashtag campaigns that did work, most of them don’t ever really gain traction. It’s also important to remember that users are now prioritising more organic content that feels “real”, and using hashtags can make content feel inauthentic or spammy.
Okay, So Should I Never Use A Hashtag Again?
We aren’t telling you to drop hashtags completely, and if you want to use them in your eCommerce social media campaigns – you absolutely should! But there are a few tips and tricks you’ll want to keep in mind when using hashtags to make them as effective as possible and ensure they aren’t negatively impacting your posts!
Here’s How To Use Hashtags Effectively…
Hashtag Campaigns Are A Thing Of The Past
This one is vital as it’s important that you tailor your eCommerce hashtags to meet the expectations of users on different social media platforms. This ensures your posts don’t come across as spammy. For example, on Instagram and TikTok, the sweet spot is anything from 3-5 hashtags on a single post, but on Facebook and X, 1-2 hashtags might be a better bet.
Keep Them Aligned With Your Brand
If people are still searching for hashtags to find their content, you want to give your posts the best chance of showing up. You can do this by ensuring your hashtags are aligned with your brand and your content. You should focus on using hashtags that bring your target audience to your page rather than prioritising generic keywords or phrases.
Focus On Community
Like we mentioned above, it’s important to keep your hashtags aligned with your community. Building relationships is an incredibly important aspect of any good social media strategy, so try to use hashtags that are unique to your community to make your content easily accessible for your audience.
Shareability, Shareability, Shareability
Okay, so this one isn’t really about hashtags, but it is about effective content! When you’re creating content (or hashtags), it’s important to make your content as shareable as possible. If people find value in your content, it’s more likely to be shared and reach a wider audience. If hashtags aren’t your thing, creating valuable and shareable content might just be the key to getting that engagement you’ve been craving.
Is The Future Of Social Media A Hashtag-Less One?
Whilst hashtags might be slowly slipping into obscurity, it’s hard to say if they’ll ever truly die. Whilst perhaps less effective than they were in years past, it’s unlikely hashtags will ever disappear from our social media feeds completely.
If you still want to use hashtags in your social media strategy, that’s absolutely fine! Just ensure you’re using them in an effective way so as not to hinder any of your content. If you want to get in touch with a leading social media marketing agency for all your hashtag advice, we’re just a phone call away!