Image of 3 mobile phones outlined in red. On the screen an image of a white hashtag being held up by a hand. The background is yellow.

Instagram hashtag strategy changes – here’s what to do

At the end of November 2024 Instagram announced changes to how hashtags work on the platform. Here’s my round up of what you should do so you don’t get left behind!

Traditionally, hashtags have helped your posts get discovered by people interested in the topic the hashtag represents. They’ve also informed Instagram’s algorithm about the content of your post. However, their importance is declining as Instagram increasingly prioritises keywords in captions over hashtags to determine relevance and context.

Why Hashtags Are Changing:

  • Instagram is reducing reliance on hashtags because they’ve been misused by bots and inappropriate accounts. Unfortunately they’ve been exploited by some accounts, enticing people to view posts that are irrelevant (at best) or even unpleasant (at worst) for the reader.
  • Following hashtags (e.g., #SouthLondon or #SustainableLiving) to receive related posts will no longer be possible after December 13 2024. Instead, Instagram will rely on keywords in captions to suggest relevant content through its “Suggested Posts” feature.

How to Adjust Your Strategy:

  1. Focus on Keywords:

    • Write captions that naturally include specific keywords and key phrases your audience might search for, such as “Pilates studio in West London” or “easy vegetarian recipes for midweek.”
    • Ensure your captions provide clear context while feeling conversational and engaging.

  2. Still Use Targeted Hashtags (For Now):

    • Although their value is decreasing, hashtags are not obsolete. Use a few highly relevant ones to reach niche audiences.

  3. Create a Hashtag Library:

    • Research hashtags used by other local and topic-focused accounts.
    • Use Instagram’s search bar to discover related hashtags (e.g., search #Sustainability and find more focused variations like #SustainabilityMatters, #SustainabilityInStyle, or #SustainabilityGoals).
    • Organise hashtags into groups by topic, noting their popularity:
      • Ideal Range: Hashtags used 5K–850K times are optimal for small businesses.
      • Too Large: Avoid hashtags with over 1 million uses—they’re oversaturated.
      • Too Small: Hashtags with fewer than 1K uses typically lack discoverability unless tied to specific events or groups, in which case definitely use them to be discovered by people you are trying to connect with!

  4. Use Branded Hashtags:

    • Create your own unique hashtag, such as #HelpFromHello, which is mine! Use it consistently. Encourage your followers and clients to use it too, making it easier for others to discover your content and build credibility around your brand.

  5. Monitor & Update Regularly:

    • Revisit your hashtag strategy every couple of months to ensure relevance and adjust to evolving trends. Follow me @hellosocial.media where I’ll post any updates.

My Key Takeaway:
Instagram is shifting towards discoverability via keywords in captions and suggested posts. Continue using a handful of relevant hashtags while prioritising well-written captions that incorporate key phrases your audience is likely to search for.

For any questions or if you’d like a session with me on your Instagram please do get in touch.

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Date published: 4 December 2024

Category: Uncategorised