Once upon a time, hashtags were the secret weapon for social media growth. Slap #love or #instagood on a post, and you’d get instant engagement. But fast forward to today, and that approach is as outdated as buying followers (please don’t do that).
The reality? The algorithm has changed, and the way hashtags work has evolved. If you’re still relying on old-school, generic hashtags, your content is likely getting buried. Here’s why — and what you should be doing instead.
1. Generic Hashtags Are Too Competitive
Using broad hashtags like #coffee or #foodie means competing with millions of other posts. Your content gets pushed down in seconds, making it nearly impossible to be discovered by the right audience.
2. People Don’t Follow Hashtags Like They Used To
Instagram once encouraged users to follow hashtags, showing them posts from different accounts using those tags. But algorithm shifts now prioritize personal interests and interactions, meaning hashtags alone won’t get your post in front of new eyes.
3. The Algorithm Focuses on Relevance, Not Just Hashtags
Social media platforms now analyze your content, captions, and engagement patterns to determine where your posts should appear. Hashtags are still useful, but they need to align with your content’s actual topic to work.
So, What Works Now?
Use Keywords as Hashtags – Instead of #food, try #DevonFood or #SouthWestCoffee. These act as searchable keywords, making it easier for your target audience to find you.
Incorporate Location-Specific Tags – Whether you’re a local business or want to attract customers in a specific area, hashtags like #CornwallCafes or #BristolBrunch help you reach a relevant audience.
Think Niche, Not Generic – Swap broad tags for industry-specific ones. Instead of #marketing, try #HospitalityMarketing or #FoodBusinessGrowth.
Mix It Up – Use a combination of high, mid, and low-volume hashtags to improve reach. Too many big hashtags = lost in the noise. Too many small ones = limited visibility.
Final Thoughts
Hashtags still matter—but only if they’re strategic, specific, and relevant to your content. The key? Think of them as keywords, not just trendy add-ons.
Need help crafting a marketing strategy and relatable relveant content, for your food, drink and hospitality business that actually works? Let’s chat.
Alison from Thrive & Seek Co has helped hundreds of businesses thrive & grow across the Southwest of the UK. For more info get in touch thriveseekco@gmail.com
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