Instagram Is Removing the Option to Follow Hashtags
In a significant shift, Instagram is removing the option to follow hashtags, a feature that has been a cornerstone of user engagement and content discovery on the platform. Introduced in 2017, hashtag following allowed users to explore specific topics and interests by simply following hashtags such as #TravelTips or #FoodLovers, making it easier to connect with relevant content without following individual accounts. However, recent announcements indicate that this functionality is being phased out.
This decision has sparked widespread discussions among Instagram users, marketers, and businesses that rely on hashtags for audience engagement and brand visibility. In this comprehensive guide, we’ll explore why Instagram is making this change, its potential impact, and how users and marketers can adapt to this evolving landscape.
Table of Contents
What Are Instagram Hashtags and Why Were They Followed?
Hashtags on Instagram act as content tags that categorize posts by specific topics or themes. For example:
- #FitnessTips groups posts related to health and fitness.
- #WeddingIdeas showcases wedding inspiration.
- #DigitalMarketing collects insights about the marketing industry.
The follow hashtag feature enabled users to subscribe to these tags, populating their feeds with content from various accounts that used the hashtag—without needing to follow the accounts directly. For years, this was a useful tool for:
- Users: Discovering niche content or staying updated on topics of interest.
- Marketers and Creators: Marketers and Creators:
However, Instagram has now decided to remove this feature, prompting a shift in how users engage with hashtags.
Why Is Instagram Removing the Option to Follow Hashtags?
While Instagram has not provided a detailed explanation for this change, several factors could be driving the decision:
1. Improving Content Relevance
Instagram may be looking to improve the relevance of the content displayed in users’ feeds. The hashtag follow feature often surfaced posts that were either unrelated or of lower quality, leading to a suboptimal user experience.
2. Reducing Spam and Misuse
Hashtags have been frequently exploited by spammers and bots to flood users’ feeds with irrelevant or promotional content. Removing the follow hashtag feature could help combat spam and ensure a cleaner, more curated feed.
3. Algorithm Prioritization
Instagram’s algorithm focuses on showing users content they’re more likely to engage with, based on their behavior. By removing hashtag follows, Instagram may aim to place greater emphasis on personalized content recommendations from accounts the user already follows.
4. Encouraging Account Follows
Instagram could be steering users toward following more accounts directly instead of hashtags. This change could foster stronger connections between users and creators, driving deeper engagement.
5. Aligning with Strategic Goals
As Instagram shifts its focus toward features like Reels, Stories, and AI-driven content suggestions, removing hashtag follows might align with its broader strategy of prioritizing video content and authentic engagement over keyword-based discovery.
Implications for Instagram Users
The removal of the hashtag follow feature will change how users discover and interact with content on the platform. Here’s what it means for Instagram users:
1. Fewer Random Posts in Feeds
Users may notice fewer posts from unfamiliar accounts popping up in their feeds, as the algorithm will now rely more on direct follows and interests.
2. Greater Reliance on Search
To discover content, users will need to manually search hashtags or explore the Explore Page, which uses Instagram’s AI to surface related posts.
3. Changes to Content Discovery
Without hashtag follows, discovering niche communities or trends will require users to follow specific accounts, rely on recommendations, or engage more actively with content.
4. Impact on Personalized Experiences
Users who followed hashtags to tailor their Instagram experience around specific topics may feel limited in their ability to customize their feeds.
Implications for Marketers and Businesses
For businesses, influencers, and digital marketers, Instagram’s decision to remove hashtag follows will require a shift in strategy. Hashtags have long been a tool for expanding organic reach, and this change may impact discoverability. Here’s how:
1. Reduced Organic Reach
Marketers who relied on hashtags to reach users following specific tags will likely see a decline in organic impressions.
2. Shift to Direct Engagement
Marketers will need to focus more on engaging directly with followers, rather than relying on hashtag visibility. This may include replying to comments, sending DMs, and creating engaging Stories or Reels.
3. Focus on Quality Over Quantity
With hashtags no longer driving the same level of discovery, the emphasis will shift to creating high-quality, shareable content that users are compelled to engage with and share organically.
4. Increased Importance of Paid Ads
Businesses may need to allocate more resources toward Instagram’s paid advertising options, such as sponsored posts and targeted ads, to reach new audiences.
5. Explore Page Optimization
Marketers will benefit from understanding how Instagram’s Explore Page algorithm works, as it could become the primary avenue for gaining exposure to new audiences.
6. Collaboration with Influencers
Partnering with influencers who already have established audiences can help businesses maintain visibility despite the removal of hashtag follows.
How to Adapt to Instagram’s Changes
Both users and marketers can take proactive steps to adapt to the removal of hashtag follows. Here are some strategies:
For Users
- Follow Accounts Directly: Instead of following hashtags, find and follow accounts that post content aligned with your interests.
- Use Explore Page: Regularly browse the Explore Page to discover new content and accounts.
- Engage with Posts: Like, comment, and share posts to help Instagram’s algorithm surface similar content.
- Save Posts: Save posts you enjoy to curate your content preferences.
For Marketers and Businesses
- Create Engaging Content: Focus on storytelling, high-quality visuals, and authentic interactions to encourage organic sharing.
- Leverage Reels and Stories: Instagram is prioritizing Reels and Stories, so utilize these features to increase visibility.
- Optimize Profiles: Ensure your bio, profile picture, and highlights reflect your brand and make it easy for users to understand your content.
- Collaborate with Micro-Influencers: Partnering with influencers in your niche can help you reach targeted audiences.
- Track Insights: Use Instagram Insights to analyze what’s working and refine your strategy.
- Experiment with Paid Ads: Run Instagram ads to boost reach, especially for new products or campaigns.
FAQs About Instagram Removing Hashtag Follows
As of now, Instagram has started rolling out this change gradually. Users may notice that the ability to follow hashtags has already disappeared, while others may still have access.
Yes, you can still search for hashtags on Instagram to find posts related to specific topics. However, you will no longer be able to follow them directly.
Creators may notice a drop in organic reach from hashtags, as posts will no longer appear in the feeds of users following those tags. It’s important to focus on other methods of engagement and discovery, such as Reels and Explore Page optimization.
Instagram has not announced a direct replacement for the hashtag follow feature. However, the platform continues to enhance its algorithm and AI to deliver more personalized content recommendations.
Businesses should prioritize creating engaging, high-quality content, leveraging Instagram’s newer features (like Reels), and building strong relationships with their existing audience.
Yes, hashtags still play an important role in categorizing content and helping posts appear in search results or the Explore Page. Continue using relevant hashtags, but don’t rely solely on them for reach.
Why Is This Change Significant for Instagram’s Future?
Instagram’s decision to remove hashtag follows reflects a broader trend in social media toward personalized, AI-driven experiences. Platforms are focusing less on manual tools like hashtags and more on dynamic algorithms that predict user preferences. By removing hashtag follows, Instagram aims to provide a more curated and streamlined experience, but it also challenges marketers and creators to innovate.
This change emphasizes the need for authenticity, creativity, and genuine engagement, as these factors will determine success in the evolving Instagram ecosystem.
Final Thoughts
The removal of the hashtag follow feature marks a turning point in how users and businesses approach content discovery and engagement on Instagram. While it may pose challenges, it also offers an opportunity to refocus on building meaningful connections, creating exceptional content, and leveraging Instagram’s new tools and features.
Whether you’re a user exploring new topics or a business looking to grow your presence, adapting to this change will help you thrive in Instagram’s ever-evolving landscape. Stay informed, experiment with strategies, and embrace this shift as a chance to stand out.
Contact us at ToptierPractice Dental Marketing Company to learn how to optimize your Instagram strategy and navigate these changes effectively!
