A Little Lesson in Hashtags (and Why They’re Not the Hero You Think They Are)

Let’s get straight to it.

You’ve been slapping 30 hashtags under every post like you’re planting a garden hoping something, anything, will grow.#SmallBiz #Inspo #LoveMyJob #Manifesting #SocialMediaManager #GirlBossEnergy 🙃

Well… cue Adam Mosseri, CEO of Instagram, casually dropping a bombshell: Hashtags don’t really help with reach.

Let that sink in.

Wait… what?

Yep. In a recent Q&A, Mosseri said the thing most social media strategists already knew:Hashtags are not magic wands.They don’t “boost” your content. They don’t hack the algorithm. And they’re not going to single-handedly land you on Explore.

So why do we still use them?

A quick hashtag reality check

Hashtags do three main things:

1. Categorise content (especially for niche communities)

2. Support discoverability sometimes — in very specific, narrow verticals

3. Signal culture or relevance — think: #ThatGirl, #CorporateTok, #MumLife

Notice how “going viral” didn’t make the list?

What hashtags won’t do:

• Rescue a poorly designed post

• Make your brand feel clearer

• Cover up the fact that you don’t know your audience

So what should you do instead?

Create content that communicates, not just decorates— Pretty posts don’t build trust. Messaging does.

Focus on your hook, your voice, and your value— Most people scroll past posts that look like everyone else.

Be memorable over being searchable— You want to be followed for your ideas, not your hashtags.

And yes, hashtags can still be useful — here’s how:

Use a few targeted, niche hashtags if your audience genuinely browses by them (e.g. #AdelaideChiropractor or #EthicalJewelleryAU)

Use branded hashtags for campaigns or community (e.g. #BrandiAndCameronSaidSo)

Use cultural hashtags to vibe with trends or humour (e.g. #HotGirlWalk, #OverIt)

But let’s be honest — the real growth comes from brand clarity, not a hashtag strategy.

If you’re still relying on hashtags to do the heavy lifting… your content isn’t working hard enough.

It’s not about tricking the algorithm, it’s about earning attention through clarity, creativity, and consistency.

Need help showing up with more clarity and less confusion? Let’s build your brand backbone. Contact us or book a strategy call.