Recently, Instagram made a change to hashtags that will completely change the way we use them and how they affect our accounts. While some people are already aware of and stressing about the change, others might have zero clue what happened. Regardless of where you are on the scale, we have you covered.
What Did Instagram Change About Hashtags?
As of December 13th, 2024, Instagram has changed how hashtags impact posts by removing the option to follow hashtags. Formerly, Instagram users had the ability to follow hashtags that aligned with their interests and posts from those hashtags were displayed in their feeds. This was a great way for companies to reach new audiences and increase their engagement. They could tag a bunch of relevant hashtags at the end of each post and have their content pushed to the right users without a second thought. Now, brands will not be able to take the easy route and will need to be more thoughtful about their content.
Why is Instagram Removing the Follow Hashtag Feature?
This is another one of Instagram’s efforts to crack down on bots and spam. Users have complained about the abundance of irrelevant content on their feeds, which is the result of spammers adding trendy hashtags to their irrelevant posts. In turn, Instagram is removing the ability to follow hashtags in an effort to combat said spam posts from flooding your feed. This means that any hashtags that you followed will not automatically show up in your feed or Reels anymore. However, users can still search for and use hashtags to discover related posts. The key difference is that the algorithm will no longer prioritize hashtags when determining which posts to suggest in your feed.
What Does This Mean for My Account?
In a nutshell, brands will have to try harder to get engagements on posts. While hashtags will still be around, they will not be as relevant. Instead of being driven by relevant hashtags, Instagram’s algorithm, suggested posts, and keyword-based searches will now rely on the content itself and the audience engaging with it. Your brand’s account might see a dip in engagement until you find a new strategy that works. A vital step to re-increasing your engagement will be having an understanding of how Instagram’s different algorithms work.
How Do I Reach a Larger Audience Without Relying on Hashtags?
Brands who rely on hashtags for engagement will need to create a more thought-out approach for their Instagram posts. Instead of adding a bunch of random, trending hashtags onto a post, brands will have to put more effort into both their captions and posts.
There are a few ways this can be done:
- Adding SEO-friendly keywords in your captions. SEO (Search Engine Optimization) involves using popular, industry-related terms that people are searching for. For example, if you run an ice cream shop, you can use keywords like “handcrafted ice cream,” “unique flavors,” “delicious treats,” and “high-quality ingredients” to help attract more customers. These “buzzwords” can increase your chances of being found by search engines and drive more traffic to your business.
-
- Decrease in random posts unrelated to your brand. If your ice cream shop regularly shares aesthetic pictures of your ice cream, keep that visual theme consistent. Avoid posting unrelated content like random cars, bicycles, or generic text updates. Instead, look for creative ways to tie your business into every post. This way, you’ll maintain your brand’s aesthetic while keeping your audience engaged.
- Decrease in random posts unrelated to your brand. If your ice cream shop regularly shares aesthetic pictures of your ice cream, keep that visual theme consistent. Avoid posting unrelated content like random cars, bicycles, or generic text updates. Instead, look for creative ways to tie your business into every post. This way, you’ll maintain your brand’s aesthetic while keeping your audience engaged.
- Truly understanding your current audience and the audience you want to reach. A simple approach would be to use a paid digital marketing tool that tracks your account and post analytics. These can provide valuable insights into the types of engagement your account receives, allowing you to tailor your future content to better resonate with your audience.A more intentional and strategic approach to Instagram content is essential for brands looking to stand out and engage with their audience effectively. By considering these factors, you can create posts that resonate more deeply with your audience and drive greater engagement.
What Else Has Instagram Done?
While this is Instagram’s first official announcement on the topic, this is not their first effort in combating spam. Some users have noticed that posts with an excessive amount of hashtags perform worse than those with 5-8 hashtags. Hypothetically, more hashtags should help you reach more audiences. However, many users have seen the opposite outcome. This is believed to be the cause of “shadow banning”: A term used to describe when a user’s content is visible to some of their followers but hidden or given limited visibility to others on a social media platform. This measure aims to restrict the spread of harmful or undesirable content without fully banning the user. It is thought that Instagram considers posts with excessive amounts of hashtags as spam and therefore limits their reach. While Instagram denies the existence of shadow banning, many users have noticed their “symptoms” align with the results of said ban.
Understanding Instagram’s Algorithm
To understand how to best reach new audiences, you need to understand Instagram’s algorithms. You’ve probably noticed that when you create a new social media account or get a new phone, the posts suggested to you are not relevant to your interests at all. Or maybe you’ve been victim to liking one type of post, and then that type of post becomes your whole feed. This is due to “The Algorithm”. There are plenty of resources that do a deep dive into exactly how social media algorithms work, but here is a short overview:
To start, an algorithm is a set of codes and criteria used by platforms to decide which content appears in a user’s feed and the order in which it is shown. This system prioritizes content that the platform predicts a user will engage with, based on their past behaviors and preferences, such as liking, commenting, or sharing specific types of posts. Essentially, it serves as a filter that tailors the feed to each individual user.
“The Algorithm” that everyone refers to is mostly an umbrella term. Instagram doesn’t operate on a single algorithm. Instead, it uses a variety of algorithms, classifiers, and processes, each serving its own purpose. Instagram tracks every data point of interaction, such as which posts you like, which ones you ignore, which ones you share, and so on. It also takes into account the content of the post itself: What is the subject of the post? Was it an informative post from a brand or influencer? Was it shared by a friend? Based on these factors, “The Algorithm” prioritizes promoting similar content in your feed.
Since the algorithm isn’t human and doesn’t “see” like we do, it determines the type of content in a post by scanning for keywords and analyzing the types of people interacting with it. For keywords, it examines your caption, comments, and hashtags. You might be wondering, “Aren’t hashtags irrelevant now?” While their role is devolving, they can still help with keyword identification, but they shouldn’t be the sole focus.
There are plenty of other things you can do to help make a post more algorithm-friendly.
An example of a non-algorithm-friendly post:
An example of an algorithm-friendly post:
With the rise of spam posts and bot accounts throughout Instagram’s platform, the effort to minimize the problem is ongoing. Staying informed about updates is crucial to ensure your account doesn’t get lost amid the changes. With a solid understanding of how platforms operate, adapting to new updates becomes much easier. While posting high-quality content has always been important, it’s now more crucial than ever. Poor content will lead to poor results. However, by following the strategies outlined above, your brand will be well-positioned to succeed.