You might be surprised by my recent discovery about Instagram hashtags. If you’ve been following Instagram updates, you’ll know that hashtags aren’t as crucial as they once were. The head of Instagram mentioned back in 2022 that hashtags don’t directly boost your reach. However, I found some new insights that might change how you use them.
Hashtags vs. Search
Instagram’s head recently announced that hashtags and search are becoming more intertwined. You can’t search for a hashtag anymore without seeing a mix of content in the search results. This shift indicates a broader change in how hashtags function on the platform.
How Many Hashtags Should You Use?
One of the most common questions is about the optimal number of hashtags. Data from my research and client experiences shows that top-performing posts often have zero hashtags. Yes, zero! Meanwhile, some influencers claim that using over 20 hashtags is the new norm, but when asked for their data, they rarely respond.
Interestingly, some of my clients have noticed that using more than five or ten hashtags triggers a restriction message from Instagram. This suggests that the platform is actively testing limits on hashtag usage.
The Downside of Hashtags
Using too many hashtags or the same set repeatedly can flag your account as spam. Instagram’s spam algorithms are sensitive, and excessive hashtag use can keep your reach low. Spam bots also monitor hashtags, using them to flood your comments with spam, which is another reason to be cautious.
Resetting Your Reach
Years of using Instagram might have accumulated minor flags on your account. These can limit your reach. By reducing or eliminating hashtags, some creators have seen an improvement in their organic reach. This isn’t a universal fix, but it’s worth experimenting with.
Practical Advice
- Reduce Hashtags: Try using fewer than five hashtags. Avoid repeating the same ones.
- Test Zero Hashtags: For four to six posts, don’t use any hashtags and see if your reach improves.
- Audience Intent: If your content is meant for casual viewers, skip the hashtags. For search-driven content, use a few relevant hashtags.
Success Stories
One of my creator mentorship students started with zero followers and used minimal hashtags. She went viral several times, with reels hitting 8.6 million and 11.9 million views without hashtags.
Conclusion
Experiment with your hashtag strategy. Sometimes, less is more. Focus on creating engaging content, and don’t rely solely on hashtags to boost your reach. Whether you choose to use hashtags or not, understanding their impact can help you navigate Instagram’s ever-evolving platform.
