Instagram Discontinuing Hashtag Following Feature (December 13, 2024)

Instagram is making a significant change to how users engage with content by removing its hashtag following feature on December 13, 2024. Users will no longer be able to follow hashtags or see related feeds in their main timeline. This decision has sparked conversation among users and creators alike, as hashtags have been a key tool for content discovery and engagement.

Key IG Updates

• Hashtag following will be discontinued starting December 13, 2024.
• Posts from followed hashtags will no longer appear in main feeds.
• Users will not be able to follow hashtags moving forward.

Why Is Instagram Removing the Feature?

The removal of the hashtag following feature appears to be part of Instagram’s efforts to address hashtag spam, a persistent issue where irrelevant or low-quality content is attached to popular tags to gain visibility. Despite filtering tools, users often encountered unrelated or misleading posts in their feeds.

This move also reflects a broader trend toward algorithm-driven content discovery, where Instagram focuses on showing users posts based on their engagement patterns rather than hashtag usage. As Instagram’s algorithms have advanced, they can now recommend content that aligns with user interests without relying heavily on hashtags.

Additionally, the shift may encourage users to follow creators and accounts directly, strengthening connections between users and content creators while enhancing Instagram's creator-focused ecosystem.

Impact on Content Creators

The removal of hashtag following will impact creators and businesses in several ways:

• Content Discovery: Without hashtag feeds, creators will need to rely more on Instagram’s algorithm and Explore page to reach their audience.
• Organic Reach: Strategic hashtag use will remain important but may play a smaller role in content visibility.
• Community Engagement: Building niche communities through hashtag campaigns will require alternative strategies.
• Spam Reduction: While hashtag feeds go away, users may still encounter spam in Explore or search results.

Broader Context and User Reactions

This isn’t Instagram’s first attempt to modify how hashtags are used. In September 2023, Instagram tested removing new posts under hashtags to promote more personalized content discovery. While some users appreciated the focus on quality, many expressed frustration, feeling that it stifled creativity and limited a useful tool for exploring content.

Although Instagram is not eliminating hashtags entirely, this change shifts their role significantly. Hashtags will remain a tool for categorizing posts and aiding discovery in search results and the Explore section but will no longer drive feeds.

Adapting to the Change

Content creators and businesses should consider these steps to navigate Instagram's evolving platform:

1. Leverage Reels and Stories: These formats have high visibility in Instagram’s algorithm-driven discovery model.
2. Engage Creators Directly: Strengthen relationships with creators to build community and visibility.
3. Focus on Explore and Search: Optimize hashtags for search but focus on producing quality content to gain traction on Explore.
4. Monitor Analytics: Regularly review engagement metrics to refine strategies.

User Feedback

Reactions to the change have been mixed. Many users lament the loss of a tool that allowed them to save time and discover niche communities, while others see it as a necessary step to combat spam and enhance feed quality. The move raises questions about Instagram’s long-term goals and its balancing act between user satisfaction and platform control.

Looking Forward

While the loss of hashtag following may feel like a step back for some, it also signals Instagram's continued shift toward a more personalized, algorithm-driven experience. Creators and businesses will need to remain adaptable, exploring alternative strategies to maintain visibility and engagement.

What’s your take on Instagram’s latest change? Let the team at HAW know how you plan to adapt!