Instagram has announced a major update to improve content discovery on its platform. The Meta-owned company will now allow creators to use only five hashtags per Reel or post. The change aims to boost content performance and reduce hashtag misuse.
According to Instagram, creators achieve better reach when they use fewer, more relevant hashtags instead of flooding posts with generic ones.
Instagram Changes Hashtag Rules
Instagram introduced hashtags in 2011 as a way to help users discover content. Over the years, hashtags played a key role in topic-based searches, trending sections, and algorithm recommendations.
Until now, users could add up to 30 hashtags to a single post. Instagram has officially ended this practice.
Maximum Five Hashtags Per Post
Through its Creators account, Instagram confirmed that creators can now add only five hashtags to Reels and posts.
The company stated:
“Using fewer (up to 5) and more targeted hashtags improves both content performance and user experience.”
Instagram believes this approach helps users find relevant content more easily.
Focus on Relevant and Niche Hashtags
Instagram is urging creators to choose hashtags carefully. Creators should use hashtags that directly match their content.
For example, beauty creators should use beauty-related hashtags. This helps their posts reach users who actively follow beauty content.
Generic Hashtags May Hurt Performance
Instagram also warned against using broad and popular hashtags like #reels or #explore. According to the platform, these tags do not help content appear on the Explore page.
In some cases, such hashtags may even reduce content performance.
Earlier Tests and Official Confirmation
This update follows earlier reports that Instagram was testing a three-hashtag limit. Some users saw notifications stating that only three hashtags were allowed.
Instagram head Adam Mosseri has previously said that hashtags no longer drive reach the way they once did. He clarified that hashtags are no longer a key factor in visibility on Instagram.