Hashtags. Love them or hate them, they’ve been the cheat codes of social media for well over a decade. A shortcut to discovery, a cultural marker, and a way to connect. But now Instagram has decided, “These are not the tags you’re looking for.”
Let’s be clear: hashtags aren’t disappearing entirely. You can still use them, search for them, and explore content tied to them. But removing the ability to follow hashtags? That’s a big deal.
Hashtags aren’t just a way to follow content. They’ve become a kind of cultural shorthand, injected into daily life. People don’t just write hashtags; they say them. A well-timed #Adulting or #ThanksObama isn’t just commentary—it’s a way to share a laugh and acknowledge our shared struggles.
By walking away from hashtag follows, Instagram isn’t just “fighting spam.” It’s quietly leaving behind part of our shared digital language.
The Cheat Code for Outreach
Hashtags have always been a bit of a shortcut. And let’s face it, we loved that about them. A well-placed #MotivationMonday could instantly tie your post to a broader conversation without overthinking your caption.
Hashtags have empowered people to build movements and say, “This is what I’m about. If you’re about it too, let’s connect.” Now, with the follow function suppressed on Instagram, hashtags lose some of their visibility and, frankly, a chunk of their relevance. They still exist, but without that “pop into your feed” power, they’re just…background noise.
Spam Isn’t New—So Why Hamstring Hashtags?
Instagram argues that getting rid of hashtag follows will reduce spam. And yes, spam is a problem. But spam isn’t new. It’s as old as the internet itself.
If Meta’s AI can figure out you want sneakers five minutes after you think about running again, why can’t it filter the junk use of hashtags? Instead, Instagram went full Marie Kondo on hashtag follows and decided they no longer “spark joy.” The result? Spam still exists, but now creators and brands have one less way to connect with their audiences.
Removing hashtag follows isn’t a solution; it’s lazy. This move leaves users with fewer choices and more reliance on algorithms to decide what they see.
The Slippery Slope of Agency vs. Algorithms
This isn’t just about hashtags; it’s about how social platforms quietly shift power. They roll out features that give users control—chronological feeds, hashtags, or filters—and then gradually pull them back, swapping user choice for algorithm-driven “optimization.”
When Instagram says, “We’ll show you posts relevant to your interests,” it really means, “We’ll show you what keeps you here longer.” Algorithms don’t curate content for connection; they curate content for control.
This isn’t just a design choice. It’s a pattern. One where platforms decide what’s best for their business, even if it comes at the expense of what’s best for the user. And for anyone trying to build an audience, this shift feels more like a tug-of-war than a partnership.
Why This Matters for Social Media Managers
For social media professionals, the end of hashtag follows changes the game. Hashtag features offer a simple, effective way to reach engaged, niche audiences. Without them, here’s what we’re up against:
Niche Audiences Are Harder to Find: Want to connect with #EcoFriendlyLiving enthusiasts or #MinimalistDecor fans? Good luck. Sans hashtag follows, it’s harder to target specific communities without spending more on ads or collaborations.
Communities Lose Visibility: Hashtags let people rally around causes, ideas, and interests. Removing the follow function dims that connection. Grassroots movements, niche fanbases, and small creators are the ones who’ll feel this most.
We’re More at the Mercy of Algorithms: Instagram’s algorithm is powerful, but it’s also unpredictable. As digital creators and strategists, we’re left guessing what will work and hoping the algorithm plays nice.
Rewriting the Rules of Connection
Losing hashtag follows isn’t the end of the world, but it does mean rethinking how we connect with audiences. Here’s how to pivot:
Increase Your Engagement: Comments and conversations matter more than ever. Pour more energy into how you start discussions, respond authentically, and let your audience know you’re listening.
Continue to Explore Other Platforms: Hashtags still thrive on TikTok, LinkedIn, and X (formerly Twitter). But who’s to say for how long? Diversifying your strategy will keep you connected to niche communities.
Double Down on Analytics: Data doesn’t lie. Use it to track what’s working, refine your approach, and stay ahead of Instagram’s changing rules.
Experiment More With Reels: Instagram is clearly prioritizing this format. Lean into it to stay visible and test what resonates with your audience.
The Takeaway
Hashtags aren’t gone, but they’ve lost some of their mojo. For content marketers and social media managers, this isn’t just about hashtags disappearing—it’s about losing another layer of community building.
Social media thrives on connection. Hashtags helped us build those connections by giving users and creators a shared language. Removing the follow function doesn’t just limit discovery; it shifts even more power to algorithms.
We’ve adapted before, and we’ll do it again. But this change is a reminder that platforms will always play by their own rules. It’s up to us to find new ways to connect, build communities, and keep the conversations going.
What do you think? Is Instagram’s move the right one? Let’s discuss.
Minced Media 