The Decline of Instagram Hashtags: What Marketers Need to Know in 2025 and beyond

In the ever-evolving world of social media, strategies that once guaranteed success can quickly become obsolete. One such strategy is the use of hashtags on Instagram. For years, hashtags were the golden ticket to boosting post reach, connecting with new audiences, and landing on the coveted Explore page. However, recent insights from Instagram’s CEO, Adam Mosseri, and industry studies have confirmed a seismic shift: hashtags no longer significantly impact post visibility. This blog post dives deep into the decline of hashtags, what it means for marketers, and how to adapt your Instagram strategy in 2025.

The Hashtag Heyday: A Brief History

Since their introduction on Instagram in 2011, hashtags have been a cornerstone of content discoverability. By categorizing posts under clickable keywords, hashtags allowed users to find content aligned with their interests, from #FitnessMotivation to #TravelInspo. Marketers leveraged this feature to amplify their reach, often stuffing captions with up to 30 hashtags to maximize exposure. Studies, like one from Later in 2021, suggested that using 20-30 hashtags could significantly boost post performance, making them a staple in every social media manager’s toolkit.

Hashtags also powered Instagram’s Explore page, where posts tagged with trending or niche hashtags could gain traction among non-followers. For small businesses and creators, this was a game-changer, offering an organic way to grow without relying on paid ads. But as Instagram’s algorithm evolved, so did the role of hashtags.

The Turning Point: Instagram’s CEO Speaks Out

In 2022, Adam Mosseri, Instagram’s CEO, dropped a bombshell that sent shockwaves through the marketing community. In a series of Instagram Stories, he clarified that hashtags are not designed to maximize distribution. Instead, their primary function is to categorize content, helping Instagram understand what a post is about. “Hashtags don’t boost reach anymore,” Mosseri stated, emphasizing that they won’t lead to a “night-and-day difference” in post visibility.

“Hashtags help users understand what a post is all about, but it’s not necessarily a strategy for getting more distribution.” – Adam Mosseri, Instagram CEO

This statement was echoed in posts on X, where users like @shyamprakashpal declared hashtags “useless” for boosting reach, reflecting a growing sentiment among marketers. A 2022 study by Socialinsider, analyzing over 75 million Instagram posts, further confirmed Mosseri’s claims, finding no significant correlation between the number of hashtags used and post distribution. Whether a post had 3 or 30 hashtags, the average engagement rate remained consistent.

Why Hashtags Lost Their Power

Several factors have contributed to the decline of hashtags as a reach-boosting tool:

• Algorithm Evolution: Instagram’s algorithm now prioritizes engagement signals—likes, comments, shares, and saves—over hashtag usage. User behavior, such as accounts followed and past interactions, plays a larger role in determining what content appears in feeds and on the Explore page.
• SEO and Keywords: Instagram has shifted toward social SEO, where keywords in captions, bios, and profiles are more critical for discoverability. A 2022 Hootsuite experiment found that posts optimized with keywords achieved 30% more reach than those relying on hashtags.
• Oversaturation: Popular hashtags like #Love or #Food have billions of posts, making it nearly impossible for new content to stand out. Even niche hashtags can become crowded, diluting their effectiveness.
• Discontinued Features: In 2024, Instagram removed the ability to follow hashtags, reducing their utility for ongoing content discovery. This change further diminished their role in driving sustained engagement.
• Spam and Shadowbanning: Overuse of irrelevant or banned hashtags can trigger Instagram’s spam filters, potentially reducing a post’s visibility. This has made marketers wary of relying heavily on hashtags.

Are Hashtags Completely Useless?

While hashtags no longer pack the punch they once did, they’re not entirely obsolete. They still serve specific purposes:

• Content Categorization: Hashtags help Instagram’s algorithm understand the context of your post, which can aid in serving it to relevant audiences. For example, #VeganRecipes signals that your content is about plant-based cooking.
• Niche Communities: Targeted hashtags, like #ChicagoFoodies or #HandmadeJewelry, can connect you with smaller, engaged audiences who actively search for specific topics.
• Searchability: Public accounts using hashtags can appear in hashtag search results, providing a limited but useful avenue for discovery.
• Branded Hashtags: Custom hashtags, such as #NikeRunClub, foster community engagement and encourage user-generated content (UGC), which can amplify brand visibility.

However, the consensus is clear: hashtags should be a supplementary tool, not the cornerstone of your strategy. Later’s 2025 data suggests using 5-10 targeted hashtags for optimal results, while Instagram recommends 3-5 to avoid appearing spammy.

Adapting Your Instagram Strategy for 2025

With hashtags taking a backseat, marketers must pivot to strategies that align with Instagram’s current algorithm. Here are actionable tips to boost reach and engagement in 2025:

1. Prioritize High-Quality Content

The algorithm favors content that keeps users on the platform. Invest in visually appealing photos, compelling Reels, and authentic Stories that resonate with your audience. Posts with high engagement (likes, comments, shares) are more likely to appear in feeds and on the Explore page.

2. Leverage Social SEO

Incorporate relevant keywords in your captions, profile bio, and alt text to improve searchability. For example, a bakery might use phrases like “fresh sourdough” or “artisan pastries” in captions to attract local customers. Tools like Hootsuite’s social listening feature or Instagram’s search bar can help identify trending keywords.

3. Optimize Posting Times

Publish when your audience is most active to maximize initial engagement. Use Instagram Insights or third-party tools like Postly to analyze your audience’s behavior and schedule posts accordingly.

4. Engage with Your Community

Respond to comments, engage with followers’ Stories, and collaborate with influencers to build stronger relationships. Active engagement signals to the algorithm that your content is valuable, boosting its visibility.

5. Experiment with Reels

Instagram continues to prioritize Reels, which often receive higher reach than static posts. Use trending audio, concise storytelling, and relevant keywords to increase discoverability. Hashtags can still play a minor role here, but focus on quality and engagement.

6. Use Analytics to Refine Your Strategy

Track performance metrics like reach, impressions, and engagement using Instagram’s Post Insights or platforms like Postly. Monitor which posts perform best and adjust your content strategy based on data-driven insights.

The Future of Instagram Marketing

As Instagram’s algorithm continues to evolve, marketers must stay agile. The decline of hashtags underscores the importance of adaptability in social media strategy. While hashtags still have a place for categorization and niche discovery, they’re no longer the key to unlocking massive reach. Instead, focus on creating engaging, keyword-optimized content that resonates with your audience and aligns with Instagram’s current priorities.

By embracing social SEO, prioritizing quality, and leveraging analytics, you can navigate this new landscape and drive meaningful results. And with tools like Postly, you can streamline your efforts, ensuring your Instagram strategy is both effective and efficient.