Are Hashtags Still Relevant?

Sep 25

Once a staple for increasing visibility and engagement online, hashtags have been a part of social media since their introduction on Twitter in 2007. But as platforms evolve and algorithms change, are they still as effective for businesses and brands as they used to be?

Social media hashtags are words or phrases proceeded by the “#” symbol. Hashtags are used to categorize content and make it discoverable by others who share similar interests. Hashtags can help organize and filter content, making it easier for users to find posts related to a specific topic or trend.

Recent changes in algorithms mean that hashtag relevance varies. Instagram now emphasizes the quality of content over the quantity of hashtags, suggesting that they may be becoming less important in driving reach. But on TikTok they can still help posts appear in searches for trending or popular topics.

Hashtags can increase engagement by connecting posts with broader conversations, trends or campaigns. Hashtags are a useful tool for reaching a targeted audience.

Use relevant and specific hashtags – stick to hashtags that are directly related to your content, brand or industry. Avoid using overly generic ones like #love or #instagood. Fewer but focused hashtags help maintain a professional image. Create branded hashtags for our business or campaign. Branded hashtags also help encourage user-generated content, i.e. when a user posts about your business and uses the campaign hashtag.

X, Instagram and TikTok: Hashtags remain key for discovery and engagement, especially for niche communities or trending topics. Aim for 1 – 5 to avoid clutter.

LinkedIn: Used to highlight professional topics, industry trends, and networking, but often less than on other platforms. Stick to 2-3 professional, industry related hashtags.

Facebook: Less effective here due to the platform’s focus on personal connections over discoverability. Use sparingly here, 1-2 if you must.

Hashtags remain relevant, but their role is evolving. They are still useful tools for visibility and engagement, but brands and users should be strategic about how they use them to adapt to changing platform dynamics.

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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