The End of Hashtag Follows

Instagram has announced it is removing the ability to follow hashtags, a move aimed at tackling spam and enhancing user experience. While hashtags themselves are not going away, this change marks a significant step in how users discover content on the platform.

The feature, which allowed users to follow specific hashtags and see related posts in their feed, was once a cornerstone of Instagram’s content discovery. However, the platform has decided to eliminate the option, citing spam issues as a primary concern. Hashtag spamming—where irrelevant or low-quality content is tagged with popular hashtags to gain visibility—has long plagued social media. Despite Instagram’s sophisticated filtering tools, users often complained about unrelated or poor-quality posts appearing in their feeds.

Instagram explained:
“We’re removing the ability to follow a hashtag on Instagram. You will still be able to use hashtags in your posts and search with a hashtag to discover related posts. We’ll continue to show you posts that are relevant to your interests via recommendations in Feed, Explore, and Reels.”
This change means users can no longer see hashtag-driven posts in their main feed, although hashtags remain functional in searches and Explore pages.

Why the Change?
Spam has been a persistent issue on social media platforms, and hashtags are often targeted by those seeking to exploit popular trends. By removing hashtag follows, Instagram can ensure that users’ main feeds remain relevant and engaging. While spammy content may still appear in Explore and search results, the main feed is now protected from this type of disruption.
Another factor driving this decision is the platform’s evolving approach to content discovery. Instagram has increasingly relied on its advanced algorithms to deliver personalised recommendations based on users’ activity. The need for hashtags as a discovery tool has diminished as these algorithms have become more adept at understanding context and user interests. This shift also aligns with broader trends across social media, where direct user input, like adding hashtags, plays a smaller role in favour of algorithm-driven curation.

What This Means for Users
For everyday users, this change is unlikely to drastically alter their experience. Instagram’s algorithms are designed to fill the feed with relevant and engaging content, even without the help of hashtag follows. However, it does signal a slow departure from one of social media’s foundational features. Hashtags were once the primary way to categorise content and connect users with shared interests. Now, their role is diminishing as platforms shift toward more dynamic and context-aware content discovery methods.

Implications for Creators and Brands
For creators and marketers, this update underscores the importance of building direct connections with their audiences. Hashtag strategies, while still useful, will play a less central role in content visibility. Instead, creators should focus on optimising content for engagement, leveraging Instagram’s recommendation system, and building a loyal following.

Brands will also need to adjust, relying more on authentic interactions and high-quality content to maintain visibility. The change presents an opportunity for marketers to embrace new strategies, such as collaborating with creators or using tools like Instagram Reels to reach their target audiences.

While hashtags remain an integral part of Instagram’s ecosystem, their declining relevance in the main feed reflects broader changes in how we interact with content online. As platforms continue to prioritise algorithms and user preferences, the role of traditional discovery tools like hashtags may continue to evolve.