HASHTAGS ARE DEAD.

Aug 15

RIP Hashtags.

Pour one out for our old friend, the hashtag. They’ve been with us through thick and thin, from #ThrowbackThursdays to #OOTD, but Instagram has officially confirmed what we all suspected: hashtags just don’t work like they used to.

Here are five reasons hashtags are #out:

1. Algorithm Changes

Instagram’s algorithm doesn’t care how many hashtags you use anymore. Content is prioritized based on quality, engagement, and relevancy, not your ability to copy-paste a 30-tag block at the bottom of your post.

2. Oversaturation

Remember when using #InstaGood made your post look cool? Yeah… now there are 1.5 billion posts under it. Your content gets lost in the sea of sameness.

3. User Fatigue

Audiences are scrolling past hashtags like they scroll past pop-up ads. People want to connect with your content, not a block of blue-linked clutter.

4. You Can’t Follow Hashtags Anymore

Instagram quietly removed the option to follow hashtags, cutting off one of their main discovery perks.

5. Instagram’s AI Knows All

Instagram’s AI can scan your content, understand what it’s about, and deliver it to the right people without you spelling it out in hashtags. Think of it as your new best friend who actually reads the room.

So, What Should You Do Instead?

Your strategy needs to evolve. Here’s how to make your content discoverable in 2025:

Use Keywords in Your Captions
Write captions like a mini-blog. Weave in words and phrases your audience is actually searching for.
Think SEO First
Treat your Instagram like a search engine. The more intentional your keywords, the more likely you are to be discovered in search results.
Prioritize Genuine Engagement
Reply to comments, jump into conversations, and actually talk to your followers. Real interactions signal to the algorithm that your content is worth pushing out.

Bottom line: hashtags had a good run, but it’s time to move on. Instead of chasing #Trends, focus on creating high-quality, keyword-rich content and building real relationships. Here’s your permission to delete that dusty list of 30 hashtags. You’re free now!

Emma Kelley