Instagram is rolling out a new restriction that will limit users to five hashtags per post, marking a significant shift in how the platform handles content discovery and engagement.
Impact on Content Creators
The social media giant has been testing hashtag limitations for the past year, with some users previously restricted to just three tags. However, the company has now settled on five hashtags as the universal cap. According to Instagram, using fewer, more targeted hashtags rather than generic ones can improve both content performance and user experience. This change reflects the platform’s long-standing position that hashtags no longer serve as the primary discovery tool they once did, with AI algorithms now playing a more dominant role in content recommendation.
Aligning with Meta’s Broader Strategy
The hashtag restriction aligns with Meta’s broader approach across its platforms. Adam Mosseri, Instagram’s chief, has repeatedly emphasized that hashtags don’t meaningfully increase reach. On Threads, Meta’s newer platform, hashtags are limited to just one per post, demonstrating the company’s skepticism about their effectiveness. Mosseri has consistently stated that while hashtags can help communicate what a post is about, they won’t significantly boost visibility or growth.
The new five-hashtag limit gradually rolls out across Instagram, encouraging creators to be more strategic with their tag selection. While many content creators remain habitual hashtag users, the restriction underscores Instagram’s commitment to combating spam and scams while promoting higher-quality, more targeted content discovery practices.