The Hashtag Follow Feature on Instagram is Being Discontinued: What Marketers Should Know

Instagram’s hashtag follow feature is ending on December 31, reshaping content discovery and engagement strategies. Learn how marketers can adapt to this change and leverage Instagram's 2024 algorithm updates effectively.

Hashtags have long been a part of Instagram's strategy, allowing users to identify relevant material and artists to increase their visibility. However, Instagram emphasizes AI-powered Suggested Posts, keyword-based searches, and deeper engagement analytics.

So, what exactly does this mean for marketers? Let's look at the ramifications of this shift and how you might update your Instagram marketing strategy for 2025.

Why Is Instagram Removing the Follow Hashtags Feature?

Instagram emphasizes relevancy over static trends, which is reflected in its decision to discontinue this function. Instead of using hashtags for searches, Instagram uses its algorithm to suggest content based on user activity and preferences.

Several factors drive this shift:

• Instagram's algorithm provides more relevant, tailored content than hashtags.

• AI-powered suggestions are the lifeblood of platforms like TikTok, which forces Instagram to advance.

• Suggested Posts and keyword-based searches are intended to streamline content discovery and make it quicker and easier.

  
  

Although hashtags will continue to be used for SEO and classification, algorithm-driven discovery has surpassed hashtags' capacity to increase exposure.

For marketers, what does this change mean?

This update indicates that creators and marketers need to modify their approaches. It's time to change if hashtags have been your go-to tool. This modification will affect your strategy in the following ways:

1. Keywords take the Lead

Due to the increase in Instagram keyword-based searches, natural, pertinent keywords are now required in video descriptions, alt text, and captions.

2. Quality of Content Is Crucial

Instagram's algorithm rewards high-quality, captivating material. Using static hashtags is no longer sufficient to increase exposure; you must write content that appeals to your audience.

3. Put Engagement First

The algorithm now weighs more heavily its interactions, such as saves, shares, and comments. Developing rapport with your audience will be essential to maintaining visibility.

How to Promote Your Business Without Using Instagram Hashtags

Here's how to adjust to a world without hashtags if they were your primary tool for discovery:

• Pay attention to the narrative: Your captions should emotionally engage your viewers. Check out sensory marketing and how you can apply this to your copy.

• Work together with influencers: Unlike hashtags, collaborating with creators might help you reach a wider audience.

• Monitor performance: Make adjustments to your strategy by using Instagram Insights to see what appeals to your audience. 

  
  

Why You May Benefit from This Change

Although removing the following hashtags option could seem like a blow, it's a chance to improve your approach.

Here are a few reasons why:

• Improved targeting: The algorithm ensures that those interested in your content see it.

• Better discovery tools: Suggested Posts and keyword searches show high-quality material rather than merely popular hashtags.

• Improved relationships: You may create a more devoted and involved audience by emphasizing interaction.

Your 2025 Instagram Marketing Plan

Use this checklist to make the most of Instagram's 2025 algorithm changes:

1. Use pertinent keywords to enhance your alt text and captions. (Are you applying alt text? Well, you should now!)

2. Invest in distinctive, high-quality, and captivating content.

3. Engage your audience in meaningful encounters to cultivate connections. (Replying to comments is also an easy way to boost engagement & build connections)

4. Monitor your analytics to determine what is effective and make the necessary adjustments. We suggest monthly or quarterly. Review your numbers and strategy and adjust if necessary.

   
   

Instagram has seen a sea change by removing the following hashtags feature, which forces marketers and creatives to develop new ideas. You can maintain your lead in this changing environment by adopting keyword-based searches, improving the caliber of your content, and emphasizing engagement.

Although Instagram's features have evolved, its fundamental idea of bringing people together via interesting, timely material has yet to.

Are you ready for the future of discovery?

What are your concerns?

How can we help you further prepare your 2025 strategy?

Let us know in the comments!