Hashtag stuffing is no longer as tasty a dish as it once was.
This month, Instagram ended its following hashtags feature. Users can no longer follow hashtags and see this content appear in their feeds or Reels. However, they can still search for a hashtag.
This decision poses a definite problem for hashtag users – spammers who include all popular and trending hashtags, regardless of their relevance, in order to get their content in front of more people.
But is the end of Instagram’s follow feature a warning sign for marketers about the future of hashtags?
Yes, according to a handful of marketing experts who answered CMI’s question about Qwoted Platform.
Forget mass attraction
Robin Dimond
CEO and Founder, Fifth & Cor
Robin DimondCEO and founder of marketing and innovation company Fifth & Cor, says the role of hashtags is evolving. “There is now a tool to improve relevance rather than generate mass visibility,” she says.
To maximize their use, she recommends using five to ten broad, niche hashtags to get broader reach and connect with more relevant groups.
Also, take inspiration from other Instagram best practices, such as writing SEO-friendly captions and using trendy audio. Collaborate with creators or other brands to improve visibility.
“While hashtags can support your strategy, they are no longer the centerpiece: authenticity and algorithm-friendly engagement are,” says Robin.
Hashtags count differently
Saleh Malik
Founder, S-Squared
Saleha Malikfounder of S-Squared, agrees that hashtags still matter, but not like they used to. She says marketers would do well to adopt a holistic strategy focused on engagement metrics, relevance and relevance. quality content that sparks interaction.
“In the past, hashtags were like invitations to open the door to larger communities. Using #Travel or #OOTD (opinion of the day) could propel a post into the feeds of thousands of people following those topics,” says Saleha.
Now, Instagram prioritizes delivering content tailored to user interests, so its algorithm is more interested in interactions and conferencing preferences.
She points Instagram of sustainable fashion brand Reformation channel. He has minimized the use of hashtags in his posts – many don’t include any hashtags at all. This article even uses OOTD in the visual article text with three clothing options to be the life of the party – without ever using the hashtag sign.
Instead, Reformation now focuses on encouraging user interaction through questions and polls in stories to boost its ranking in personalized feeds.
Take a TikTok-style approach
Kaveh Vahdat
Founder and President, RiseOpp
Instagram’s decision reflects the move to a model closer to that of TikTok, algorithm-based approachsaid Kaveh Vahdatfounder and president of RiseOpp, a fractional CMO services company.
“On TikTok, while hashtags help categorize content, the platform’s algorithm prioritizes user interactions – such as likes, shares, comments and watch time – to determine what appears on user pages for you,” he says.
Liam Taylor
Content marketing specialist for artists and singers
Liam Taylora content marketing specialist for artists and singers, also notes that on TikTokThe best strategy to attract many users is not to use hashtags.
But it’s still not the best strategy for Instagram. “The more tags you use, the more it allows you to niche down and reach a specific user,” he says. Still, Liam recommends using no more than three hashtags to attract a target niche.
Kaveh says the most important thing marketers need to do is produce compelling content that resonates with their target audience and drives engagement, as this is more likely to be favored by platform algorithms like Instagram and TikTok.
Return to a Google-type strategy
Kate gently
Founder and Director, Webhive Digital
Kate gentlyfounder and director of Webhive Digital, says today’s social media users take a Google approach to social media, using these platforms as research tools. So marketers should follow suit and use keywords to make their content appear.
Liam agrees. “It’s better to write detailed captions that are engaging and encourage users to interact,” he says.
Ultimately, how many hashtags to use or not to use is not the question marketers should answer.
“The most important thing is to find a space to experiment. What works today may not work tomorrow. What works for me might not work for you,” says Liam. “Every time you try a new approach, be sure to measure the results and use them to inform your future strategy. »
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Cover image by Joseph Kalinowski/Content Marketing Institute
