As we usher in a new era, the landscape of paid posts on X, previously known as Twitter, has been significantly overhauled. Elon Musk, the tech tycoon who is now at the helm, disclosed a new system on X’s platform on 27th June 2025, that puts an end to the era of hashtag use in sponsored content. Starting this moment, all forms of paid content on X, from videos to carousel ads, text, and images, will have to be posted without the use of hashtags. The introduction of a single hashtag in a post will lead to the automatic declination of its eligibility for promotion.
The intention behind the ban on hashtags, Musk elucidates, is to free the page from unnecessary clutter. He purported that these tags disarray the screen’s look and deviate attention from a post’s core message. Moving forward, the principal objective of this move is to make ads integrate more organically into the newsfeed, eliminating their intrusive billboard-like appearance.
Interestingly, this paradigm shift is not applicable to everyday users of X. The common user continues to have the liberty to utilize hashtags in their posts, maintaining the platform’s familiar functionality. Grok, X’s AI assistant, is still tasked with advocating best practices for using hashtags. These increasingly involve the use of precisely selected tags in daily posts aimed at specific communities or to be part of trending discussions.
However, for the advertising sector, this change presents a major paradigm shift. Hashtags, popular tools in digital promotion strategies for an extensive period, have helped to ignite conversations, strengthen brand-customer interaction, and generate hype around new product releases, major happenings, or events. But now, the canvas has changed, and they must re-envision their strategies accordingly.
The marketing world will now need to lean towards more striking visuals, crisper copy, and intelligent positioning. Of prime importance will be the kind of smart targeting made possible by X’s own proprietary algorithms. As marketers grapple with these changes, it’s clear that the new landscape will be guided by a broader, more versatile toolkit.
Alongside this, a second pivotal announcement has been made. X will be introducing an innovative pricing model for its advertisements. The pricing is determined based on the vertical size of the ads, a novel approach in the realm of social media promotions.
The goal behind transitioning to this new pricing model is to discourage the proliferation of large, disruptive advertisements that can compromise user experience. Under this new structure, larger format ads will come with a heftier price, compelling advertisers to reconsider how they attain visibility. On the other hand, ads of smaller size, which are inherently less intrusive, will be made available at a more affordable rate.
This new strategy reveals a clear shift in the path for X, the renowned social media platform. With a change of leadership in 2022, its evolution has been marked by the introduction of features such as paid verification, the ability to make more extended posts, and the launch of artificial intelligence tools such as Grok.
Now, the revolution doesn’t spare its advertising methods either, putting an emphasis on simplicity and relevance. For the typical user, this could translate into a feed that’s more streamlined and aesthetically pleasing, eliminating the clutter of hashtags and disruptive ads.
For businesses and the marketing community, however, these changes bring about an immediate call to action. They’ll need to adapt their creative practices to synchronize with the platform’s recent alterations. Not only that, but measuring their success will also have to evolve in tandem with the platform’s new norms.
Overall, the new changes hint at the social media platform’s intentions to prioritize users’ experiences over advertisers. X’s new direction suggests a push for greater simplicity and user-friendliness, creating an environment where ads feel like a natural part of the conversation rather than an interruption.
Marketers, in return, will be expected to shift their focus from short-term promotional campaigns to more sustainable strategies. Hashtag use, previously a crucial part of sparking conversations and engaging users, will need to be replaced with a fresh approach, focusing on eye-catching visuals, compelling storytelling, and intelligent targeting.
It’s undeniably clear that the rules of the game have changed. Brands and marketers alike will have to adapt rapidly, focusing on creating content that is both user-friendly and compatible with X’s newly introduced regulations. Relevance, simplicity, and aesthetics will be at the forefront, requiring companies to craft creative and measurement strategies that align with these new ideals.
As we move forward, it will be fascinating to watch how these multiple changes unfurl over time, shaping the advertising landscape on X. So, as marketers, businesses, and users collectively navigate these new waters, one thing’s for certain – social media advertising has entered a new epoch.