Let’s face it, most hashtags on Facebook and Instagram are just decorative at this point. Unless you’re using them for a chuckle or a touch of irony (#WeTried), they’ve lost nearly all their discoverability power. But that doesn’t mean hashtags are entirely useless. Like most tools in your digital marketing toolbox, it’s all about where and how you use them.
If you’re working in community college marketing and still spending time meticulously crafting hashtag strings on every post, pause. This post is for you.
Hashtags on Facebook and Instagram: Let Them Go (Mostly)
Once upon a time, hashtags helped surface your content to new audiences. Today, the platforms’ algorithms and users don’t rely on them much. Organic reach on Facebook and Instagram is driven far more by content quality, engagement, timing, and format than by hashtags.
That said, there are two exceptions:
- Branded Hashtags: If your college has a unique hashtag that builds community (e.g., #WeAreCitrus, #CuestaCollegeProud), it’s still worth using as a way to create shared identity.
- Comedic/Stylistic Use: Sometimes a hashtag is just for fun or personality. #EnrollmentSeasonEnergy #StillFree
But stuffing posts with 10+ “reach” hashtags? Save yourself the time. No one is clicking #motivationmonday anymore.
LinkedIn: The Last Hashtag Holdout
LinkedIn is the one place where hashtags still do something. They improve searchability, categorize your posts, and help your content reach a broader (and relevant) audience.
For community colleges, this is especially helpful when:
- Promoting workforce and career education programs
- Showcasing alumni success
- Connecting with local employers and regional partners
Use 3–5 focused hashtags per post. Mix branded (e.g., #NorcoCollege) with category (e.g., #CareerEducation, #CaliforniaJobs).
What Marketers Should Do Instead
If you’re spending more time writing hashtags than actual copy, it’s time to shift your focus. Here’s where to put your energy:
- Strong Creative & Clear Messaging. People don’t engage with hashtags; they engage with value. Spend more time crafting your headlines, choosing eye-catching images, and writing with clarity.
- Engage with Comments and Shares. Engagement drives visibility far more than hashtags. Ask questions. Reply to comments. Build community.
- Leverage Paid Targeting. Especially on Facebook and Instagram, paid promotion lets you target the exact audience you want, no hashtags required.
- Use Branded Hashtags Consistently. For campaign cohesion and community-building, branded hashtags still serve a purpose if you train your audience to use them. Think #MtSACPromise or #GrossmontGrad. Pick one and stick with it.
Key Takeaways for Community College Marketers
- Facebook & Instagram: Hashtags are mostly decorative. Keep branded ones, ditch the clutter.
- LinkedIn: Still useful. Use 3–5 strategic tags to boost reach.
- Overall: Focus on content quality, not gimmicks. The hashtag honeymoon is over but with the right approach, you can still make them work where it counts.
