Instagram Implements New Limits on Hashtag Use

12/18/25
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Instagram Limits Hashtags to Five Per Post to Enhance Content Discovery

Instagram is officially limiting the number of hashtags allowed per post to five to improve content relevance and reduce spam. This change reflects Instagram’s shift away from hashtags as the primary discovery tool in favor of AI-driven algorithms. The move encourages creators to use fewer, more targeted hashtags for better performance and user experience. Instagram’s approach aligns with its broader strategy seen in related platforms like Threads, where tag use is even more restricted.

Optimixed’s Overview: Instagram’s Strategic Reduction of Hashtag Usage to Boost Content Quality and User Engagement

The Evolution of Hashtag Use on Instagram

Instagram has gradually moved away from relying heavily on hashtags for content discovery. The platform’s leadership, including Adam Mosseri, has publicly stated that hashtags no longer significantly increase content reach or visibility. Instead, Instagram leverages AI algorithms to deliver more personalized and relevant content to users.

Details of the New Hashtag Limitation

  • New Limit: Posts and reels can include up to five hashtags, replacing previous higher limits and experimental tests with three-tag caps.
  • Purpose: To promote more targeted and relevant hashtags rather than numerous generic ones, improving both content performance and user experience.
  • Spam Reduction: Limiting hashtags helps curb misuse by spammers and scammers, maintaining platform integrity.

Contextualizing the Change within Instagram’s Broader Platform Strategy

Instagram’s hashtag policy reflects a wider trend across Meta’s platforms to reduce reliance on traditional tags. For example, Threads restricts tags to just one per post and emphasizes topic tags to facilitate conversations rather than broad content discovery. Mosseri’s repeated comments highlight that while hashtags still provide context and connection for posts, they are no longer a key driver of growth or visibility.

Creators are encouraged to choose their hashtags carefully and focus on quality over quantity to maximize engagement under the new guidelines.