Branded company hashtags - outdated?

Interesting question. We still do it as a force of habit, but a lot of channels are phasing out hashtags now and moving to AI algorithm and keyword search relevance.

From recent memory hashtags are pretty much redundant on:

• Twitter
• Threads (well any more than just one)
• YouTube

Would question if they’ve ever done anything on Facebook and LinkedIn. But BlueSky they’re still important for feeds

We still use some on Instagram, but only ones that are really relevant to the topic.

We use one on Threads, usually a branded hashtag.

The only time we use hashtags on other platforms is when we have a multi-platform initiative - we use the same hashtag on all posts for the initiative for ease of reporting.

I was just thinking about this the other day. Most of our client organic content does use at least 1 branded hashtag mixed with relevant/trending hashtags. As others have stated, we typically use hashtags on X (2-3), Instagram (5-10), and Threads (1). 

We recently started testing 1-2 branded hashtags on Facebook with one of our clients. A recent native keyword search on Facebook showed that many of our client’s customers are using the branded hashtag in their public Facebook posts.