Last week, Instagram started alerting users that the feature would be ending on Dec 13th. Any hashtags you followed and saw in your feed will "no longer be visible" and you won't be able to follow any new hashtags.

For content creators, this change could raise concerns about discoverability. In this article, Kapwing will break down what these changes mean and share tips on how to adapt your content strategy to keep your posts easy to find on Instagram’s ever-changing platform.

Matt Navarra (@mattnavarra) on Threads

Instagram will no longer let you follow hashtags from Dec 13

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What Are Instagram Hashtag Follows?

Instagram hashtag follows was first added in 2017 and since then you've been able to follow hashtags such as #outfitinspo (which has 18.9 million posts) just like you would a friend or user account.

Those hashtag posts, even if they weren't from accounts you followed, would show up in your feed. Next month, this longtime feature will be removed.

By following specific hashtags you could get a sense of what was popular and resonating with target audiences, like #TravelCouple, #travelgram, or #VacayGoals within the travel industry.

It was also a way for both users and creators to stay updated on certain topics whether it was the more general #surfing or the more specific (and smaller reach) #surfingphotography.

Why Are Instagram Hashtag Follows Being Removed?

Although Instagram has not officially announced a reason behind the sudden change, the value of hashtags has been continuously diluted over the last few years due to spam.

A common social media tactic, known as hashtag hijacking, involves users posting unrelated content under trending hashtags to gain visibility.

Unfortunately, this often results in inappropriate, spammy, or harmful posts. With no effective way to regulate this misuse, it appears Instagram has opted to eliminate the option to follow hashtags entirely.

How To Find Your Hashtag Follows

Head to your profile and click on 'Following.' From there you'll see a list of all the accounts you follow.

Above that list is 'Categories.' One of the categories is 'Hashtags, creators and businesses." Click on that and you'll see a hashtag symbol (#) next to 'Hashtags.' Click that and a list of your followed hashtags will be laid out.

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It may be worth reviewing accounts that you commonly see under your followed hashtags and ensuring that you directly follow the Instagram accounts.

This way, when Instagram hashtag follows are removed, you won't miss out on relevant content that you're used to seeing.

Are All Hashtags Being Removed?

No, although hashtags won't be followable after Dec 13th, hashtags on Reels and posts will still be available as normal.

For content creators, this means it's still recommended to label your content with relevant hashtags for discoverability, branding, promotion, and tracking.

Stick to more popular or trending tags instead of obscure, highly specific names (#DIY1980sBathroomMirrorRetrofit is too long and niche — but within the DIY and retrofit community hashtags like #DIYbathroom or #bathroommakeover will connect you to others in the space).

Sure, you want to make things personal and custom to your brand or product, but that's what the post's content is for. Keep the hashtags more general and wide-reaching so interested viewers find you. Think of it as signage directing users to your content.

What the Hashtag Shakeup Means For Content Creators

For content creators, Instagram’s removal of hashtag follows may feel like a setback, especially when it comes to building and maintaining community connections. Hashtag follows were a simple way for users interested in specific industries, hobbies, or topics to find and engage with relevant content. This feature allowed creators to reach audiences beyond their immediate followers, fostering organic growth and visibility.

However, the significance of hashtags has been waning across all major platforms, including YouTube, TikTok, and Instagram. Advanced algorithms now dominate the discovery process, leveraging user behavior, content context, and personalized recommendations to populate homepage and discover feeds. In 2024, it's safe to say that hashtags play only a minor role in content discovery, engagement, and reach when it comes to 'Instagram SEO'.

Creators must adapt to a landscape where strategy and profile optimization carry more weight than ever before.

Strengthen Your Instagram Profile

To adapt to the changes, ensure your Instagram profile is optimized for clarity, relevance, and immediate impact. With the hashtag follow feature disappearing, users may shift to following individual creators directly. Your profile must instantly convey your brand and purpose.

• Revamp Your Profile Intro: Update your bio text to be concise, compelling, and relevant to your industry or niche. Highlight your unique value or expertise.
• Optimize Your Profile Image: Use a high-quality, recognizable image that aligns with your personal or business brand.
• Leverage Instagram Stories: Between December 13th and 20th, capitalize on the transition by populating your Instagram Stories with fresh, branded content. This ensures that as users view your profile, they’ll see current and relevant material, making it more likely they’ll hit the follow button.

Your profile is now the first and possibly only chance to convert casual viewers into loyal followers, so make it count. You can use Kapwing's Instagram Video Editor to enhance Story videos and ensure they have the most professional finish before uploading.

Be Even More Strategic with Regular Hashtags

Even though hashtag follows will no longer exist, regular hashtags can still play a role in your content strategy — just in a different way. Without the passive discovery that hashtag follows offered, creators need to approach hashtags with the assumption that users are actively searching for content in those categories.

• Targeted Use: Use niche and highly relevant hashtags that align directly with your audience’s interests. Broad hashtags are less effective as they’re oversaturated.
• Consistency Matters: Stick to hashtags that are consistently relevant to your brand, ensuring your posts remain aligned with audience expectations.
• Experiment with Hashtags: Test different hashtag combinations and monitor performance metrics to refine your strategy.

Make the Most of Hashtag Follows Before December 13th

Before the hashtag follow feature is officially removed, take full advantage of its benefits. This short window is an opportunity to transition hashtag followers into direct account followers.

• Encourage Conversion: Post Stories and captions that gently remind hashtag followers to follow your account for continued updates and content.
• Double Down on Hashtag Visibility: Use this time to ensure your posts are tagged with your most important and relevant hashtags to capture the attention of hashtag followers.

By being proactive, you can mitigate the impact of the hashtag follow removal and potentially grow your direct audience.

Adapting to a Hashtag-Free Future

While Instagram’s removal of hashtag follows marks a shift in how content is discovered, it also offers an opportunity for creators to evolve their strategies. By optimizing profiles, using hashtags strategically, and focusing on direct engagement, creators can continue to thrive on Instagram’s ever-changing platform.

How To Follow A Hashtag

If you want to get in all the hashtag follows before the option is removed, you can still follow any new hashtags before the deadline. There are several ways to follow a hashtag.

A straightforward method is to find the list of hashtags you already follow (as described above). Below your list of follows, Instagram provides 'popular hashtags' that all have a blue 'Follow' button. Each hashtag shows how many posts are using the hashtag, like the nearly 3.6 million posts for #urbanexplorer.

Another option: Search for a specific hashtag or topic and you can click the plus sign next to the search results. Now you're following that hashtag and the plus turns into a checkmark.