Let’s clear something up.

Hashtags aren’t dead - but they’re definitely not doing what most people think they are.

There’s this long-standing myth that if you just chuck enough hashtags under your post, the reach will skyrocket.

Spoiler alert: it won’t.

Even Instagram’s head, Adam Mosseri, said it himself:

“Hashtags are no longer a primary way to increase your reach on Instagram. They don’t significantly increase your reach on Instagram, contrary to popular belief.”

So why are people still treating hashtags like the magic fix?

Here’s the Real Role of Hashtags

Hashtags now act more like keywords than visibility tools.

They help the algorithm categorise your content, they can land you in relevant search results, and they might connect you with niche communities - but they’re no longer the thing that gets you reach.

That comes from content quality, watch time, engagement, and relevance.

How We Use Hashtags at Evolve

At Evolve, we still use them, but strategically.

Here’s our simple rule:

- We use a maximum of 5 hashtags
- We treat them like keywords, not buzzwords
- We avoid repeating words already in the caption
- We make sure they support, not distract from, the creative

The goal is to enhance the content’s visibility with the right people, not just pump out #socialmediamarketing and hope for the best.

So... Are They Worth It?

Yes - if you’re using them the right way.

📌 Use them to give your content extra context
📌 Focus on niche, community-based hashtags
📌 Don’t rely on them to carry poor content
📌 Avoid generic “reach booster” myths - they won’t work

Ultimately, hashtags are a small part of a much bigger picture.
They might help you get discovered, but they won’t do the heavy lifting.

Want content that’s backed by real strategy, not hashtag myths?

That’s what we do at Evolve. From paid to organic, we build content that connects with your audience - hashtags optional.

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