Instagram hashtags have long been seen as a go-to tool for enhancing reach and visibility on the platform. However, recent insights suggest they might not be as effective or safe as they once seemed. Surprisingly, the head of Instagram has hinted that hashtags alone won’t necessarily boost your reach and may sometimes even work against you. Here’s a breakdown of what’s happening with Instagram Hashtag Strategy and how to use them wisely.
Are Hashtags Losing Their Power?
It’s a common belief that using more hashtags leads to more exposure. However, recent data and observations from various creators reveal that the top-performing reels often have no hashtags. This doesn’t mean hashtags are completely obsolete, but their effectiveness seems situational, and in some cases, going hashtag-free may be beneficial.
The head of Instagram, Adam Mosseri, has clarified that hashtags don’t directly affect reach. Their main purpose now is to provide context and relevance for search algorithms. In other words, Instagram uses hashtags to understand the content of your posts but doesn’t prioritize them for distribution. And interestingly, Instagram recently combined hashtags with its broader search page, making it impossible to search for hashtags in isolation.
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How Many Hashtags Should You Use?
When it comes to hashtag quantity, some Instagram “gurus” recommend using 20 or more hashtags, while data shows that fewer—or none at all—could be the best strategy. Some creators even report getting “restriction notices” when they exceed five or ten hashtags, hinting that Instagram might be testing limits on hashtag usage to combat spam.
Why Too Many Hashtags Can Hurt Your Reach
Excessive or repetitive hashtag use can inadvertently attract spam bots, which Instagram’s algorithm detects as potential spam activity. This can lead to “flags” on your account, especially if you habitually use the same hashtags. Each flag impacts how Instagram’s algorithm treats your content, potentially reducing its reach over time. These minor “flags” can accumulate, and excessive hashtag use is one of the triggers.
This problem isn’t exclusive to Instagram. Social platforms often monitor for repetitive behaviors that may indicate spam, such as posting from unknown devices or using VPNs. While these actions are not inherently problematic, Instagram’s system may interpret them as risky, affecting your account’s status and limiting content distribution.
How to Reset Your Reach: A Hashtag-Free Strategy
For creators noticing a decrease in engagement, a quick reset may involve reducing or eliminating hashtags for a few posts. Many creators report a boost in reach after reducing hashtags. Test a few posts with zero or minimal hashtags and monitor your engagement levels.
If you’re aiming to target an audience with a specific search intent, you can still use a handful of hashtags—ideally no more than five. But avoid reusing the same set of hashtags on each post, as it may flag your account and reduce engagement.
Final Thoughts
While hashtags aren’t entirely obsolete, Instagram’s evolving algorithm is designed to discourage excessive reliance on them. Creators should consider cutting back on hashtags to reset engagement and help Instagram’s algorithm focus more on content quality. In 2024, the key to Instagram growth may not be about cramming in hashtags but instead creating engaging content that speaks to your target audience directly.
