Are Instagram Hashtags Still Relevant?

Staying on top of the constant industry updates can honestly feel like a full-time job so we’re breaking down the latest update for you. Meta has announced that from December 31, 2024, Instagram will no longer allow users to follow hashtags. They’re starting the new year with a big change. But before we panic and think hashtags are dead, let’s break down what this really means.

The Evolution of Hashtags on Instagram

Hashtags have been a cornerstone of Instagram's content discovery system since 2016. Initially, they served as a direct means for users to find and follow specific topics of interest. However, the role of hashtags has evolved significantly over the years. In 2024, hashtags primarily function as signals to Instagram's algorithm, helping it understand what your content is about and who might be interested in seeing it.

This shift aligns with Instagram's focus on personalized content recommendations, moving away from user-curated feeds based on followed hashtags. This update marks a pivotal change in Instagram's content discovery and distribution approach, particularly impacting how marketers and brands reach their target audiences.

Currently, Instagram users are able to search a hashtag to curate their feed to an interest or topic. For example, here I’ve searched #contentcreation, and a continuous feed of uploads that have used the hashtag appears. This will soon change in the new year.

Keywords Take Centre Stage

With the removal of hashtag following, the importance of creating high-quality, relevant content becomes even more crucial. Instagram's algorithm will continue to use hashtags to categorize and distribute content. Still, the focus will be on showing users content they're likely to engage with based on their interests and behaviour. 

Our advice is that keywords will now be more important than ever on the platform. Optimizing your content for discoverability within Instagram's ecosystem is now more critical than ever. This includes using relevant keywords in your captions, alt text, and yes, even still in your hashtags.

@therapyjeff, popular therapist and content creator is a great example of using keywords throughout your content. Here, he’s put his full name in the opening of the video (so if people search his name they can find his page too) and includes embedded subtitles which are full of relevant keywords for his audience too.

The Future of Content Discovery

While you can no longer rely on users following specific hashtags to see your content, just to make it clear, using the right hashtags is still vital. They will help Instagram's algorithm understand and categorise your content, increasing the likelihood of it appearing in users' explore pages and recommendations based on their interests.

While saying goodbye to hashtag following may feel like a big deal, it’s just another evolution in how we connect on social media. Our tips are to focus on creating authentic, engaging content and using hashtags strategically to signal relevance to the algorithm, optimise your content with keywords, engage with your community and most importantly monitor performance.

The key to adapting to this change in the next few weeks is to stay agile, pivot and leverage content as needed and always prioritise creating value for your audience. So whilst the tools for discovery may change, the fundamental goal remains the same: connecting with your audience through compelling, relevant content that resonates with their interests and needs.

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