Big changes are afoot on Instagram. From 13th December 2024, Instagram will remove the option to follow hashtags. They will no longer be visible in feeds, and users can no longer follow them. 

For many businesses, this was a handy way to get their posts in front of new people who weren’t already following them. If you’ve been using hashtags to boost your reach and connect with your audience, this update might feel like a bit of a curveball.

So, what does this mean for your businesses? Should you ditch hashtags altogether or just tweak how you use them? Let’s look at what’s changed, why it matters, and—most importantly—what you can do to reach new audiences. 

Why Hashtags Were a Big Deal

Hashtags have always been one of the easiest ways for businesses to get noticed on Instagram. When someone followed a hashtag, they’d see posts from all sorts of accounts using it, even if they didn’t follow those accounts. For businesses, this was gold—it meant free exposure to potential customers.

Here’s why hashtags were such a game-changer:

They Got You Seen: 

Adding relevant hashtags to your posts could get your content in front of people who were already interested in what you offer.

They Built Communities: 

Hashtags created little hubs of content for people with shared interests, like #SustainableLiving or #SmallBusinessLove.

They Drove Engagement: 

A strong hashtag game often meant more likes, comments, and followers coming your way.

However, like anything that is “easy” it was also a way that spammers hijacked popular hashtags to throw irrelevant content at audiences, and we assume it’s this type of unrelated content that Instagram wants to remove from people’s feeds. 

With hashtag following gone, businesses lose a significant opportunity to reach new audiences organically. But don’t worry—it’s not all bad news! There are still plenty of ways to connect with your audience and grow on Instagram.

Why are Instagram removing the ability to follow hashtags? 

While the platform hasn’t indicated the “why” behind the decision, there are a few likely reasons for the changes.

Improving User Experience 

Instagram often tweaks its platform to prioritise content that feels more personalised and relevant. By removing hashtag following, the platform might aim to declutter users’ feeds and focus more on posts from accounts they already follow or interact with.

Combatting Spam and Low-Quality Content

Hashtags have long been exploited by spammers and low-quality content creators trying to boost visibility. By reducing the importance of hashtags in discovery, Instagram could be trying to clean up the platform and make it harder for spammy posts to gain traction.

Encouraging Paid Promotions

Let’s be real—this could also be a nudge for businesses to invest in Instagram Ads. Without the free reach hashtags once provided, brands may feel more inclined to pay for visibility through targeted ad campaigns.

Shifting Focus to Other Features

Instagram has been heavily promoting new features like Reels, Broadcast Channels, and interactive tools in Stories. Removing hashtag following might be part of their effort to direct user attention to these newer, more engaging formats.

While Instagram hasn’t explicitly confirmed these reasons, the change fits within a broader trend of social platforms prioritising paid visibility and newer features. For businesses, it’s a reminder to stay agile and embrace change as the social media landscape evolves.

Should you still use hashtags on your posts (Yes, and Here’s Why) 

Even though users can no longer follow hashtags, they’re still a valuable tool for businesses—just in a slightly different way. Here’s why you shouldn’t ditch them just yet:

They Help with Post Categorisation

Hashtags still play a role in how Instagram organises and categorises content. When you use relevant hashtags, your posts can appear in search results and hashtag feeds, helping new users discover your business.

They’re Useful for Niche Discovery

While users can’t follow hashtags, they can still browse them. If you’re in a niche market, using specific hashtags can make it easier for your content to show up for people actively looking for posts in that category.

They Signal Your Content’s Relevance

Hashtags tell Instagram’s algorithm what your post is about. This can improve your chances of being recommended to users who follow similar accounts or have interacted with related content.

They Encourage User-Generated Content

Hashtags are still a great way to inspire your audience to get involved. Branded hashtags, like #MyBrandStory or #MadeWithLove, encourage customers to share their experiences and tag your business, creating more visibility.

They Boost Collaboration Opportunities

Hashtags can still help you connect with other businesses, influencers, or creators in your industry. A well-chosen hashtag can be the starting point for partnerships that expand your reach.

So, if Instagram users are following a campaign or decide to search a hashtag used by a larger brand, your business can still gain visibility through the use of hashtags. 

What should businesses do instead? 

Now that hashtag following is off the table, it’s time to get creative and focus on other ways to grow your audience and maintain engagement. Here are some strategies to help you adapt:

Focus on High-Quality, Shareable Content

The best way to get noticed is by creating content your followers want to share. Whether it’s a funny Reel, a relatable Story, or an inspiring post, aim for content that sparks conversation and gets people talking. The more your audience engages with your content, the more new people you’ll reach.

What you say, not how you hashtag it! 

As AI has become more advanced, the platform has much more of an insight into understanding your content without the need for you to guide it with hashtags. Just like traditional website SEO, it’s now far more about the quality of your content and its relevance to the topic you’re aiming to discuss. So while you may not be able to use hashtags, make sure you use the relevant topics in your content. 

 Partner with Influencers

Influencers are still a powerful way to amplify your brand’s message. Find influencers in your niche who align with your values and have an engaged following. Their endorsement can help you reach new audiences without relying on hashtags.

Use Geotags and Tags Wisely

While hashtag following is gone, geotags and tagging other accounts are still alive and well. Encourage customers to tag your business in their Posts or Stories, and use geotags for your location to attract local followers.

Strengthen Your Connection with Existing Followers

With organic reach shrinking, it’s more important than ever to nurture your current audience. Use tools like Stories, Polls, and DMs to engage with your followers directly. Building strong relationships will keep them loyal and boost the chances they’ll recommend you to others.

Experiment with Instagram’s New Features

Instagram is constantly rolling out new tools—think Broadcast Channels, Notes, or even interactive stickers in Stories. Often Instagram will prioritise visibility of content that uses new features, to make sure to try and out new features. 

Invest in Paid Advertising

If organic reach feels like an uphill battle, it might be time to explore Instagram Ads. The platform’s targeting options can help you get in front of the exact audience you’re trying to reach, giving your posts the boost they need.

Get Involved in Your Community

Engagement is a two-way street. Spend time commenting on and liking posts from accounts in your niche. This can help you stay visible while also building genuine connections within your community.

The key is to stay flexible and try different strategies to see what works best for your business. Instagram may have changed the game, but there are still plenty of ways to win.

The Bigger Picture

Instagram’s decision to remove hashtag following isn’t just a one-off change—it’s part of a bigger trend in how social media platforms are evolving. Understanding this broader context can help businesses better prepare for future updates.

Social media platforms are increasingly focused on curating personalised experiences for users. By prioritising content from accounts people already follow or engage with, Instagram is doubling down on making feeds feel more relevant and less cluttered.

Monetisation Over Organic Growth

It’s no secret that platforms like Instagram are leaning harder into monetisation. As free, organic reach becomes more limited; businesses are being funnelled toward paid ads and sponsored content. While this might feel frustrating, it also means businesses that invest in ads can benefit from highly targeted and measurable campaigns.

If there’s one thing we’ve learned about social media, it’s that change is constant. Businesses that embrace new trends and adjust their strategies quickly tend to come out ahead. Whether it’s trying out Reels, exploring Ads, or focusing on community engagement, the key is to stay flexible and proactive.

The removal of hashtag following might seem like a setback, but it’s also an opportunity. By understanding the bigger picture and adapting to the changes, businesses can continue to thrive on Instagram—and beyond.