X, the platform formerly known as Twitter, has officially eliminated the use of hashtags in paid advertisements. This update, announced by Elon Musk, takes effect Friday and applies strictly to sponsored content—organic posts remain unaffected.
Musk, who has frequently criticized hashtags as visually unappealing, described them as an “esthetic nightmare.” His decision to eliminate them reflects a broader shift toward streamlined ad formats and automated content discovery.
In fact, Musk had previously suggested that hashtags were becoming obsolete, citing advancements in AI systems like Grok—developed by xAI—that can now categorize content without needing manual tags. This move reinforces X's growing reliance on intelligent algorithms to structure and surface information.
Originally introduced in 2007, hashtags were once a defining feature of Twitter’s identity, making it easier to track conversations and trending topics. But under Musk’s leadership, the platform is steering toward a sleeker, more automated experience—one that prioritizes aesthetics and AI over tradition.