Why we’ve ditched hashtags on Facebook (and what you should do instead)

At OTM, we’re all about performance, and when something doesn’t perform, we cut it loose. Hashtags on Facebook in 2025? They’re one of those things.

They used to be a go-to tool for reach and discovery. But when talking about hashtags on Facebook 2025, it’s a different track, and the rules have changed.

Facebook isn’t a discovery platform

This is the core of it. Facebook isn’t built for content exploration like Instagram, TikTok or LinkedIn. People don’t head to Facebook to search hashtags or browse trending tags; hashtags on Facebook in 2025 simply serve detailed, personalized content from the algorithm.

In other words, hashtags won’t help you get found. They just make your content look like it’s trying to chase reach on the wrong platform.

The algorithm doesn’t care

Facebook rewards posts that spark conversations, keep people on the platform, and generate engagement. None of that has anything to do with hashtags on Facebook 2025. Stuff your caption with them and you’re not increasing reach; you’re adding noise.

It clutters your message

We build content that’s clean, sharp, and built to convert. Long strings of hashtags dilute that. They make your post look messy, desperate, or like a lazy cross-post from another platform. If you’re trying to look professional, it’s a bad look. We don’t recommend using hashtags on Facebook in 2025.

So should you use hashtags at all?

If you’re running a multi-channel campaign, or you’ve built a branded hashtag as part of your identity, use it. If there’s a timely event or niche keyword someone might genuinely search for in Facebook’s search bar, fair play.

But here’s the rule: use no more than 2 or 3 hashtags. Make them relevant, consistent, and genuinely useful. Think of phrases your audience might type into the search tab if they were actually looking for a business like yours, not generic fluff like #marketing or #winner.

At OTM, we don’t waste time on tactics that don’t deliver. We focus on what works, clear messaging, strong visuals, and strategy that’s built for performance – which is why we don’t use hashtags on Facebook 2025.

Want to create content that cuts through and converts? Get in touch, we’ll show you how to do it properly.