In recent years, hashtags have been a cornerstone of Instagram strategy, helping businesses and individuals increase visibility and reach. However, many users have noticed a decline in their effectiveness, sparking the question: do hashtags no longer work on Instagram?
Before we dive into the current state of hashtags, let's remember their heyday. A precise blend of popular and niche hashtags was key to appearing in Instagram's explorer page, increasing likes, comments, and follows. But as with any tool that gains too much traction, changes in Instagram's algorithm and user behavior have led to a shift in their impact.
Hashtag Inflation and Devaluation
The endless rise of hashtags has led to what could be called 'hashtag inflation'. With over a billion hashtags shared every day, many popular tags have becomealmost noise, making them less effective for discovery. It's simply too much for users to wade through, and Instagram's algorithm has adapted as a result.
Highly saturated hashtags often lead to posts being buried, while niche, relevant hashtags have become increasingly important. Gone are the days of stuffing as many hashtags as possible into a post. Instagram now limits the number of hashtags per post to 30, and many users report seeing fewer suggested hashtags when they use the feature.
Algorithm Changes
Instagram's algorithm update in 2018 shook up the hashtag game significantly. Prior to this change, posts appeared chronologically in hashtag pages. After the update, posts were ordered based on various factors such as engagement, freshness, and diversity. This made it harder for posts with less engagement to appear in keywords' tops.
Recent updates suggest that Instagram is further de-emphasizing hashtags, instead focusing on content from followed accounts and other factors that drive user engagement. Hashtags are now more about categorization than discovery, a role taken over by Instagram's exploring page and personalized recommendations.
User Behavior Shift
User behavior has also evolved. With the rise of Instagram Stories and Reels, many users now engage with content that lacks hashtags. Moreover, the clutter of hashtags can feel inorganic, leading some users to skip over posts with too many.
In a survey conducted by TrackMaven, brands using more than 20 hashtags per post saw a 31.73% decrease in engagement compared to brands using 10 hashtags or fewer. This suggests that users are responding better to posts that feel more natural and less 'spammy'.
Strategic Hashtag Use in 2022
If hashtags aren't dying entirely, how can we use them effectively in 2022? The key lies in blending relevance, niche, and strategy.
Firstly, understand your audience and use hashtags that appeal to them. Tools like Hashtagify, Keyhole, and Instagram's own suggestions can help identify relevant keywords. Secondly, focus on niches. While popular hashtags might seem more appealing, they're often oversaturated and underperforming. Lastly, place your focus on your captions, Stories, and Reels, making your hashtags secondary to authentic, engaging content.
Niche Hashtags
Niche hashtags are highly targeted and less competitive. They can boost your discoverability within a specific community. For instance, instead of using the broad #travel hashtag, consider using more specific ones like #sustainabletravel or #travelphotography.
Using tools like Hashtagify can help you find these niche hashtags. It provides the popularity and competition level of a hashtag, helping you determine if it's a good fit for your strategy.
Engaging Content and Hashtags
Instagram's algorithm favors engaging content. Therefore, your hashtags should supplement, not disrupt, your post's ability to engage users. Use them sparingly, and choose ones that are actively used in discussions around your topic.
Moreover, consider using 'branded' hashtags. These are unique to your business or campaign and encourage user-generated content, increasing your brand's reach and engagement.
So, do hashtags no longer work on Instagram? Not entirely, but their role has certainly evolved. They're a tool, not a strategy, and should be used as such. Emphasize your content, understand your audience, and use hashtags thoughtfully, and you'll still see benefits from this once-all-powerful feature.