Instagram recently announced it would be removing the option to follow hashtags, citing widespread misuse and spam as key reasons. So, are hashtags becoming irrelevant, or are we simply adapting the way we use them in line with new digital habits?
A brief history of hashtags
The hashtag was introduced in 2007 by Chris Messina, who proposed using it as a way to group and organise conversations on Twitter. His suggestion was initially met with scepticism, but it didn’t take long for the symbol to catch on. In 2007, during the San Diego wildfires, hashtags like #sandiegofire became instrumental in providing real-time updates and connecting people to critical information.
Hashtags quickly evolved into cultural staples, extending beyond Twitter. Brands harnessed them to drive campaigns, while activists used them to amplify voices and ignite global conversations. Movements like #MeToo highlighted their power to raise awareness and inspire meaningful action on a worldwide scale.
Beyond activism, hashtags have become ingrained in everyday language, advertising, and pop culture. They’ve driven trending memes, high-profile campaigns like #ShareACoke, and even recognition outside social media. In 2015, “hashtag” was named Children’s Word of the Year, cementing its place in modern communication.
However, with popularity comes problems. Overuse, spam, and irrelevant tagging began to dilute the feature’s effectiveness, and Instagram and Twitter (now X) had to address issues like unrelated or misleading posts hijacking trending hashtags, sometimes derailing conversations entirely.
Why are hashtags of less importance?
Instagram’s decision to move away from hashtags reflects a broader trend: platforms are shifting toward algorithmic discovery that prioritises personalised, context-driven content. Here are some of the main reasons why:
Better content recognition
Social media platforms now have advanced algorithms powered by artificial intelligence, which can analyse images, videos, and text to determine what’s relevant to individual users.
For example, Instagram no longer needs ‘#BeachVibes’ or ‘#SunsetGoals’ to identify a beautiful beach photo. These systems can match content with user preferences based on behaviour rather than keywords or hashtags, making hashtags less critical for visibility.
This benefits brands who might not know the “perfect” hashtags to use, so by focusing on quality and clear captions, their content can still reach the right audience. For users, it means cleaner, more relevant feeds free from posts stuffed with unrelated hashtags.
Combatting spam
Once celebrated as tools for democratising reach, hashtags became an easy opportunity for spam to infiltrate conversations. Irrelevant posts, clickbait, and even explicit content frequently flooded hashtag feeds, frustrating users searching for genuine content.
Trending hashtags tied to news or events often became hijacked, losing their original purpose. Platforms like Instagram have worked to filter low-quality content, but the overwhelming misuse has led to a loss of trust. Reducing the emphasis on hashtags is one way platforms are tackling this issue and improving user experience.
The importance of choosing the right hashtag
In 2012, Susan Boyle’s album launch became a cautionary tale in hashtag creation.
The promotional tag #SusanAlbumParty seemed straightforward enough, but when written in lowercase, it sparked a wave of unintended humour due to a rather unfortunate misreading.
What was meant to generate buzz for her music instead became a viral sensation for all the wrong reasons. Social media erupted with jokes, memes, and endless commentary, completely overshadowing the album itself.
