The hashtag (#) use has become a fundamental part of the digital landscape, driving virality and categorizing information across social media. In public relations (PR), it plays a strategic role in enhancing campaign visibility, boosting engagement, and enabling real-time trend tracking. But where did this symbol originate, how did it gain prominence? Most importantly, is it still relevant after more than a decade of widespread use?
Origins and Evolution of the Hashtag
The hashtag originates from computer programming and linguistics, where it was used as a marker. However, its modern use stems from a 2007 proposal by Chris Messina, an American designer and social media consultant, who suggested using the # symbol on Twitter to group discussions around specific topics.
Initially, Twitter did not officially support the idea, but users quickly adopted it—particularly during major events such as the San Diego wildfires in 2007 and the Arab Spring protests. In 2009, Twitter officially integrated the hashtag feature, allowing users to click on a keyword preceded by # to access related discussions. Other platforms, including Instagram, Facebook, and LinkedIn, soon followed suit.
The Rise of the Hashtag
Several key events and campaigns contributed to the global adoption of hashtags:
- Social movements (#MeToo, #BlackLivesMatter) demonstrated their power in raising awareness and mobilizing communities.
- Live events (sports, cultural, and political) use dedicated hashtags to centralize discussions.
- Marketing campaigns (#ShareACoke by Coca-Cola, #LikeAGirl by Always) proved its effectiveness in boosting brand awareness and engagement.
They became essential tools for categorizing information and amplifying content reach.
A Tool That Still Works, But Requires a More Selective Approach
The hashtag remains a powerful tool for categorizing content, driving virality, and uniting communities. However, its usage has evolved:
- On Twitter (X): Still essential for tracking trends and live events (e.g., #Oscars, #COP28).
- On Instagram: The algorithm now prioritizes high-quality content and engagement over hashtags. Many influencers use fewer hashtags.
- On Facebook & LinkedIn: The impact is minimal. They are used more out of habit than effectiveness.
- On TikTok: The platform’s internal search engine reduces reliance on it, though some remain critical for visibility (#FYP, #EcoFriendly, #Feminism).
👉 Trend: Hashtags are still useful, but no longer guarantee reach on their own.
Hashtags: Fading Trend or Still Relevant?
Some indicators suggest that this symbol is losing its impact:
- Excessive hashtag use has diluted effectiveness (e.g., #Like4Like #FollowMe #NoFilter).
- Mismanaged campaigns have led to negative backlash (#McDStories, #WhyIStayed).
- Over-commercialization has stripped some of their original meaning (e.g., #Sustainable used by brands without real environmental commitment).
👉 Trend: A hashtag used without genuine purpose can feel outdated or irrelevant.
A Powerful Symbol for Social Causes
While commercial hashtag usage may be declining, they remain critical for activism and social movements:
- #MeToo, #BlackLivesMatter, #HeForShe, and #FridaysForFuture have had a global impact and continue to drive awareness.
- NGOs and advocacy groups consistently use them to structure their messaging (e.g., #RestosDuCœur, #JamaisSansElles).
- Successful European campaigns often combine local engagement with digital reach, such as:
- Example: #MaintenantOnAgit (France, 2018 – Fondation des Femmes)
- Inspired by #MeToo, this French campaign raised awareness of violence against women.
- Offline integration: The hashtag appeared on billboards and in traditional media (TV, press). Celebrities like Juliette Binoche and Catherine Deneuve supported it.
- Impact: The campaign led to significant fundraising for organizations supporting victims of violence.
- Example: #LoveYourLocalMarket (Europe, 2014 – EU & Marchés de France)
- A campaign to promote local markets across Europe.
- Offline integration: Hashtags were displayed on market stands and receipts.
- Impact: Over 3,000 markets across 17 European countries participated, boosting small business visibility.
👉 Trend: When used authentically for a cause, hashtags retain their power.
Is the Hashtag Evolving?
Rather than disappearing, the hashtag is adapting:
- Fewer, but more relevant → Brands and influencers now use 1-3 strategic hashtags instead of long lists.
- New formats replacing them → Memes, emojis, and direct mentions (@) are becoming more effective engagement tools.
- Algorithms prioritizing content over hashtags → Platforms like TikTok, Instagram, and LinkedIn focus more on content quality than hashtags.
👉 Trend: The hashtag is shifting from a visibility tool to a brand identity marker.
Conclusion
The hashtag is more than a categorization tool—it is a powerful asset for communication and engagement in public relations. When used strategically, it can increase campaign visibility, track industry trends, and facilitate audience interaction.
For PR professionals, understanding hashtag trends and best practices is crucial in today’s digital landscape. While they no longer have the absolute influence they did a decade ago, they remain relevant when used in the right context, on the right platform, and with genuine intent.
For social and environmental causes, hashtags remain a powerful symbol. However, in marketing and PR, their use must be more subtle and strategic to maintain impact.
Ultimately, the king of social media isn’t dead or outdated—it has simply evolved, requiring PR professionals to adapt their approach for maximum effectiveness.
