For a long time, hashtags were seen as essential on Instagram. People were told to use as many as possible, often up to 30, to help posts get discovered. Recently, though, Instagram has been quietly changing how hashtags work, and many users have noticed notifications or limits suggesting they’re no longer needed in the same way.
If you’re confused about whether to keep using hashtags at all, you’re not alone. Here’s what’s actually changed, and what it means for posting on Instagram now.
Instagram Has Reduced the Importance of Hashtags
Instagram has officially reduced the maximum number of hashtags allowed on a post. Where users could once add up to 30, posts are now limited to around five hashtags.
This change isn’t accidental. Instagram has explained that large numbers of hashtags are often associated with spam and low-quality content. Rather than helping posts reach the right people, long lists of generic hashtags tend to do very little.
Instagram’s leadership has also said publicly that hashtags do not significantly increase reach in the way many creators believe they do. In short, the platform no longer wants hashtags to be the main way content is found.
Why Instagram Is Moving Away From Hashtags
Instagram’s algorithm has changed a lot over the years.
Instead of relying heavily on hashtags, the platform now looks at:
- What’s written in your caption
- How people interact with your post
- Who engages with similar content
- The visual and audio content within reels
Instagram is also prioritising personalised recommendations. Posts are shown to users based on their behaviour and interests, not because they follow or browse a particular hashtag.
On top of that, Instagram has removed or reduced features like following hashtags, which further shows that hashtags are no longer central to discovery.
Are Hashtags Completely Useless Now?
No, but they’re no longer essential.
Hashtags still act as context. They help Instagram understand what your post is about, and they can still place content within relevant topic areas. However, they are no longer a reliable way to increase reach on their own.
Using fewer, relevant hashtags is now considered best practice. Adding lots of broad or unrelated tags doesn’t help and can sometimes work against you.
What Instagram Recommends Instead
Rather than focusing on hashtags, Instagram now encourages creators to concentrate on:
- Writing clear, descriptive captions
- Using keywords naturally in text
- Posting content that encourages saves, shares and comments
- Creating content that holds attention, especially with reels
- Being consistent with topic and audience
In other words, Instagram wants posts to be understandable to both people and the algorithm without relying on hashtags to do the work.
Should You Still Use Hashtags?
If you choose to use hashtags, keep them limited and relevant.
A small number of specific hashtags that genuinely describe your content can still be useful. Think of them as labels rather than promotion tools.
What no longer works is adding large blocks of generic hashtags in the hope of reaching more people.
To Conclude
Instagram hasn’t banned hashtags, but it has clearly moved on from the idea that more is better. The platform now values relevance, clarity and engagement far more than hashtag volume.
If you’ve seen notifications suggesting hashtags aren’t needed, that reflects a broader shift in how Instagram wants content to be created and shared.
Focus on making posts that are clear, useful and engaging first. Hashtags, if you use them at all, should simply support that, not replace it.
