Elon Musk has once again made waves in the social media world, this time by declaring that hashtags are obsolete.
As the owner of X (formerly Twitter), Musk’s comments have sparked debates among digital marketers, influencers, and everyday users about the relevance of hashtags in today’s online landscape.
The decline of hashtags
Hashtags have long been a key tool for categorising content and increasing visibility on social media platforms. However, in recent years, their effectiveness has come into question. Algorithm changes, evolving user behaviour, and platform-specific updates have reduced the impact of hashtags on post engagement and discoverability.
Why does Musk believe hashtags are dead?
Musk’s assertion aligns with broader shifts in social media. Here are some key reasons why hashtags may be losing their relevance:
- Algorithm-driven discovery – Social media algorithms now prioritise personalised content over keyword-based searches. Users are more likely to see content based on their interests and interactions rather than hashtag usage.
- Declining user engagement with hashtags – Studies have shown that engagement rates for hashtag-heavy posts are often lower than those without them, suggesting that audiences are less inclined to interact with such content.
- X’s evolving features – Since Musk’s takeover of X, the platform has focused on AI-driven content recommendations rather than relying on hashtags for content discovery.
What does this mean for creators and brands?
If hashtags are truly becoming obsolete, content creators and brands may need to adjust their strategies. Here’s what can be done:
- Focus on quality content – Engaging, high-quality posts that resonate with audiences will be prioritised by algorithms.
- Leverage AI-driven recommendations – Platforms like X and Instagram increasingly rely on AI to push content to relevant users.
- Encourage direct engagement – Meaningful interactions such as comments and shares will play a bigger role in visibility than hashtags.
While hashtags may not be as influential as they once were, they are unlikely to disappear entirely. Instead, their role in content discovery is evolving. Social media users should stay informed about platform changes and experiment with new strategies to maximise their reach and engagement.
