Are Hashtags Dead? Here is What You Can Do to Grow Instead

When Instagram’s CEO claims that hashtags do not work, it is time to optimize the algorithm and keywords instead.

You may have noticed recently that hashtags are working a bit differently on Instagram. In December of 2024, Instagram removed the ability to follow hashtags, meaning users of the platform no longer have posts from specific hashtags automatically appear on their feed. This change is part of Instagram's effort to improve content relevance and combat spam, as hashtag follows had been exploited by some users for reaching a wider audience without necessarily providing relevant content. However, users can still use hashtags in their posts and search for them, but they are no longer a primary driver of content discovery in the feed.

You may be asking yourself: "how can I extend my reach when hashtags are no longer doing the trick?"

The biggest driver will be learning how to use Instagram’s algorithm and artificial intelligence (AI) to your advantage. AI has completely taken over what hashtags used to do, which helped the algorithm categorize your content.

Hidden Algorithm Insight and Instagram’s New Artificial Intelligence (AI) Algorithm

There are specific ways that you can train the new AI to your advantage. The AI algorithm analyzes your voice, visuals, and text in your content and captions. It matches specific elements it sees within these components to audience interest. The algorithm is constantly learning from user behavior and how people interact with content. Every picture, carousel, and reel gets scrutinized from top to bottom. Reels that have more niche specific phrases and keywords in their scripts and captions consistently perform higher. 

Keeping in mind the use of relevant niche specific target audience aligning words, phrases and keywords, you should also be cognizant of what is in your surroundings in your photos and reels. Key objects and identifiable locations will be analyzed and factored in just as much as keywords. Instagram (IG) is using this information in the same way they were using the information from hashtags previously. 

Remember, context matters! Randomly stuffing keywords into your caption isn’t going to help, especially when storytelling is a factor for attracting human connection. Viewers will respond better to your humanity and natural pattern of speech. 

Pattern Recognition: AI Patterns to Help You Get Views Fast

Instagram CEO, Adam Mosseri, has repeatedly said the platform’s algorithm isn’t just randomly pushing content, but that it’s constantly trying to predict who is most likely to watch, engage, and share. One of the biggest ways this is accomplished is pattern recognition. The formula behind the algorithm assesses and learns to then associate and predict which specific topics, people, objects, and content formats certain audience groups would want to see. You can intentionally feed the algorithm these signals to make sure it places your content with the right viewers.

One major way to feed the algorithm is to feature “power people” in your content. They could be a famous or semi-famous expert, a celebrity, or even a viral creator in your niche. Mentioning them and including them in a visual way helps IG link your content to content your audience is already watching with that similar topic. Same goes for social media memes. The format is recognizable and something people already connect to, so using it in the context of your business can bring people to your page

Content Chains for Bigger Growth

Instagram isn’t just predicting who should see your content, it’s also learning how these people then react and interact with your content over time. When someone likes, saves, or watches your content multiple times, IG naturally assumes that they want to see more. The algorithm then actively recommends your next videos to them. 

Following this logic, create content chains to entice users to your profile. For example, say you create a video and it performs better than average. Lean into making more content about the topic and create a follow-up, or multiple follow-ups, talking about the same topic with the same keyword to keep the momentum going. This way, the people that engaged initially will be shown these follow-ups and hopefully engage again and follow you for more. 

Call to Action

An important way to drive engagement in your content strategy, keeping it relevant in the algorithm, is using a call-to-action. A call to action is a piece of content that encourages a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive. This can be telling a user to comment something, to follow for similar content, or to click a link to view a product. 

When using a call to action, make sure you give your viewer reason to engage! An effective call to action will inform the IG algorithm that people like your content and want to interact. It will continue to show them your posts and share it to more people in your audience. 

Recap

While hashtags still exist on Instagram, they no longer work in the same way, and aren’t effective in expanding your reach. Hashtags only reach people if they specifically seek it out.

To optimize hashtag’s replacement, AI algorithm, you need to do three key things: 

1. Use industry words, phrases, and objects in your scripts and surroundings
2. Utilize recognizable patterns and power people
3. Use data driven content chains and call to actions

To the question “are hashtags dead?”, the answer is, essentially, yes. And the proof is in the algorithm.