Hashtags have long been a staple for small businesses looking to boost their visibility and connect with audiences on Instagram. But on 13th December 2024, Instagram made a significant shift by removing the ‘following hashtags’ feature entirely.
So, what’s behind this change? And more importantly, what does it mean for businesses using the platform? Let’s dive into the reasons behind the decision and explore how it might reshape the way brands approach their Instagram strategy.
Why Were Hashtags a Big Deal?
Hashtags were a game-changer for businesses on Instagram, offering a simple and cost-free way to put their brand and products in front of an audience actively searching for what they had to offer. For small businesses especially, this meant reaching potential customers without the need for a big advertising budget.
But hashtags weren’t just about visibility—they were a tool for building communities. By tapping into shared interests, businesses could foster connections, spark conversations, and drive meaningful engagement with their audience.
That’s why a strong, well-rounded social media strategy goes beyond hashtags – focusing on content, engagement and evolving platform features.
Why Has Instagram Removed the Following Hashtags Feature?
Instagram’s decision to remove the “following hashtags” feature is part of its ongoing effort to prioritise personalised, relevant content. By decluttering users’ feeds and focusing on posts from accounts they already engage with, the platform aims to create a more streamlined and meaningful experience. While this change might feel like a blow to organic reach, it reflects Instagram’s evolving strategy.
For businesses, it could be a subtle nudge toward investing in paid promotions. Hashtags once provided a free way to boost visibility, but as their relevance fades, targeted ad campaigns may become the go-to method for reaching wider audiences. At the same time, Instagram seems keen to spotlight newer features like Reels, Broadcast Channels, and interactive Stories, encouraging businesses and users alike to explore these dynamic tools.
Though Instagram hasn’t confirmed its intentions, the move is consistent with the broader trend of social platforms shifting toward paid visibility and emerging features. For businesses, it’s a clear signal to stay flexible, embrace change, and keep exploring fresh ways to connect with their audience.
At Media Village, our digital marketing experts help brands stay agile – leveraging platform updates and emerging tools to drive conistant growth.
Are Hashtags Still Worth Using on Instagram?
Absolutely! It’s not quite the death of hashtags just yet…While the ability to follow hashtags is gone, they remain a valuable asset for businesses. Here’s why you shouldn’t give up on them:
Post Categorisation: Relevant hashtags ensure your posts appear in search results and hashtag feeds, increasing discoverability.
Niche Discovery: Specific hashtags help niche audiences find your content, especially in specialised markets.
Algorithm Insights: Hashtags signal your post’s topic to Instagram, boosting recommendations to users with similar interests.
User-Generated Content: Branded hashtags encourage your audience to share their experiences and tag your business, expanding your reach.
Collaboration Opportunities: Strategic hashtags connect you with industry influencers, creators, and potential partners.
Transform Your Social Media Strategy with Media Village
Navigating the ever-changing landscape of social media can feel overwhelming, but you don’t have to do it alone. At Media Village, we specialise in crafting tailored social media strategies that adapt to platform updates and keep your brand ahead of the curve. From creating scroll-stopping content to managing your accounts with precision, we’re here to help you make an impact.
Whether you’re rethinking your hashtag strategy, diving into Instagram’s latest features, or aiming to maximise engagement, our team has the expertise to guide you every step of the way.
