Once upon a time, hashtags were the golden ticket to boosting your post’s reach and engagement on Instagram. Add a few trending ones and you’d see the likes, follows and comments roll in. But like all good things on the internet, they must come to an end.
Instagram’s CEO Adam Mosseri recently admitted what many digital marketers have suspected for a while: hashtags are dead. Or at least they’re not what they used to be. While they can still provide context and help with discoverability through search, they’re no longer a key player in Instagram’s algorithm when it comes to visibility or engagement.
So, if hashtags aren’t doing the heavy lifting anymore, what is?
Here’s what you can do instead, starting with a smarter content strategy:
Focus on quality content
Your content needs to be strong in both concept and execution. That means sharp visuals, thoughtful messaging and posts that stop the scroll. Whether you’re sharing images or video, make sure they’re high resolution and visually cohesive with your brand.
Optimise for the platform
One size doesn’t fit all. If you’re posting to the feed, use the 4:5 aspect ratio; for Stories and Reels, stick to 9:16. Using the correct format ensures your content looks great on the platform and avoids being cropped or hidden, which can negatively impact engagement and reach.
Lean into video, especially Reels
Instagram is heavily favouring video content, and Reels are one of the fastest ways to get discovered. Creating short, engaging videos that show value, personality or behind-the-scenes moments can help you connect with your audience and increase your visibility.
Use strong, relevant copy
Keywords matter more than hashtags now. Write captions that are aligned with the content, include key terms and reflect your brand’s voice. Good copy not only boosts discoverability through search but also strengthens your brand identity and keeps users engaged.
Use geotagging to your advantage
Don’t underestimate the power of Instagram’s geotagging feature.Tagging a location makes your post discoverable to users exploring that area, putting your content in front of users who are already interested in what’s happening there. Whether it’s a popular city, a local venue or a community event, tagging the right location can help your posts surface for a more relevant audience, leading to better engagement and visibility.
Engage like a real human
The algorithm notices when you interact, so don’t just post and ghost. Respond to comments, send genuine messages and engage with others in your community. Collaborations, shout-outs and thoughtful interaction show that there’s a real person behind the screen, building trust and loyalty.
So yes, hashtags might be dead, but that doesn’t mean your engagement has to be too.
What matters now is understanding the landscape and showing up with purpose.
Got questions about your socials? We’d love to chat.
