Instagram has officially removed the option to follow hashtags, a feature introduced in 2017 to help users discover related posts and build communities around specific interests. This move aligns with Instagram’s evolving focus on personal connections, algorithmic content delivery, and streamlining the user experience.
Why Instagram Made the Change
The decision reflects Instagram’s ongoing efforts to prioritize content relevance. Instead of static hashtag streams, the platform increasingly leans on AI-driven recommendations and insights into user behavior to curate personalized feeds. As hashtags became less integral to discovery, this shift underscores Instagram’s intent to enhance active user engagement rather than passive browsing.
While this marks a departure from a once-popular feature, Instagram still incorporates hashtags as metadata to influence content visibility on the platform. However, the feature’s decline in utility, particularly with the rise of Stories, Reels, and interest-based algorithmic feeds, likely prompted its removal.
Implications for Marketers
For digital marketers, particularly in the Middle East, this change signals a growing reliance on Instagram’s native tools like Explore recommendations and Reels to amplify brand visibility. Hashtags are still critical for indexing content, but their role as a direct engagement tool is diminishing.
Marketers targeting Middle Eastern audiences—where community-based discovery via hashtags played a strong role—should re-evaluate strategies. Engaging through personalized content, leveraging interactive formats like Q&A in Stories, and exploring partnerships with creators who resonate with local audiences could become more critical for achieving organic reach.
Key Takeaway for Marketing Managers
With Instagram phasing out hashtag following, businesses in the Middle East should pivot towards creating engaging content tailored to algorithmic discovery. Focus on storytelling through Reels and local influencer collaborations to sustain visibility. Hashtags remain valuable for SEO within Instagram but are no longer a standalone engagement driver. Adapt your strategies to rely more on platform-native tools and insights to stay ahead.
