Goodbye Hashtags on Instagram? Big News Coming!

Big news coming to Instagram!
When creating a post, you can now use a maximum of 5 hashtags, just like on TikTok for some time now.

In our article “Hashtags in 2025: Are They Still Useful?” we already addressed this topic, explaining that the role of hashtags has changed over time and that today they mainly serve to categorize content.
Adam Mosseri, Head of Instagram, has also repeatedly stated that hashtags no longer significantly contribute to increasing a post’s reach.

So what should you do? Here are our tips.

ARS’s tips on how to best use hashtags

1) We recommend using 3-5 hashtags in each post, alternating between popular and niche ones, as long as they are highly relevant to the topic being discussed.

2) It’s important to avoid overly generic hashtags, often targeted by bots and capable of bringing low-value views.

3) The most important tip: focus on content quality and the keywords included within the post, both in images and videos and in the caption. This is because Instagram, increasingly oriented toward content understanding through artificial intelligence, places growing emphasis on actual quality and semantic coherence over hashtag use.

In conclusion, hashtags can be a support, but what really determines a post’s performance remains the quality of the content and the interactions it manages to generate!

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