Are Hashtags Dead? Nope—But They’ve Been Demoted.

Jun 12

Remember the good old days of Instagram when all you needed was a Valencia filter, a latte, and 30 hashtags to rack up likes from strangers in Estonia? Same. But it's 2025 now, and the hashtag game has changed—big time.

If you’re still copy-pasting that same #healthylife #motivation #fitspo list from 2017, it’s time for a glow-up. Let’s talk about what hashtags actually do now—and how to use them without looking like you borrowed your social strategy from a Pinterest board titled “Inspo 💫✨.”

TL;DR: Hashtags Aren’t Dead. They’re Just Not the Main Character Anymore.

Instagram is all grown up. While a hashtag cloud (remember those loooong lists of hashtags at the end of a post?) used to drive reach or discovery, Instagram now favors using a few, strategically-picked hashtags instead. The algorithm now cares more about who’s engaging, what your content says, and how relevant it is to someone's interests than whether you added 27 variations of #blessed.

But hashtags still matter—when used with intention.

So, What Do Hashtags Actually Do in 2025?

Glad you asked.

They Help Niche Discovery
Hashtags are like digital breadcrumbs. Using ones like #ContrastTherapyCharlotte or #FortMillWellness can still help people who actually want what you’re offering find you. Imagine that.
They Train the Algorithm
Instagram is basically a very smart toddler—it learns through repetition. Using niche, descriptive hashtags consistently helps your content get served to the right audience (triathletes, cold plunge junkies, tired parents who just need a sauna nap…).
They’re Searchable SEO Tags Now
Instagram’s search is starting to feel more like Google. People do search hashtags. Especially local ones. Especially millennials and Gen Z when looking for “cute coffee shops near me” or “cold plunge Fort Mill.”
They’re Still Great for Community Building
Branded hashtags like #AscendentMarketingSquad are 100% still worth using. They create cohesion and let you track user-generated content. You can search your branded hashtag to see who used it, and market to those people.

What Hashtags Don’t Do Anymore

They don’t unlock the algorithmic gates of glory.
They don’t magically boost reach if your content isn’t good.
They don’t work when you stuff them like you’re packing for a trip you’re emotionally unprepared for (#guilty).

Basically, quantity won’t save you anymore. Instagram's not playing that game.

So, What’s the New Hashtag Strategy?

Here's how to hashtag like it’s 2025 (because it is):

Use 3–8 strategic, relevant hashtags
Mix in local, niche, and branded tags
Example:
#CharlotteAthletes #ColdPlungeBenefits #TherapyinFortMill
Place them in your caption (not the comments)
Customize by content type—not a one-size-fits-all block

💡 Pro Tip: Think of hashtags as SEO keywords, not as magic fairy dust.

Want to Stop Guessing? Start Testing.

At Ascendent Health Marketing, we don’t just throw hashtags at the wall to see what sticks. We:

Track which hashtags drive actual engagement
Test local vs. broad hashtags for your audience
Build smart social strategies for wellness brands that want results, not vanity metrics

We don’t just “do” social—we translate what works into conversions, community, and visibility.

Bottom Line?

Hashtags aren’t dead. They’ve just retired from the spotlight and moved into a supportive character role—kind of like Instagram’s version of Paul Rudd (not that we’re complaining that Pedro Pascal is now the new obsession!) Still effective. Still charming. Just not carrying the whole plot anymore.

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