Creators on Instagram will now need to rethink how they use hashtags, as the platform moves to limit their number for better content discovery.
Instagram announced that it will allow a maximum of 5 hashtags on a Reel or post, replacing the earlier limit of up to 30 hashtags. The Meta owned platform said the change is meant to improve content performance and user experience while preventing misuse of hashtags.
Hashtags, first introduced on Instagram in 2011, were designed to help users discover content through topic based searches, trending sections and algorithm driven recommendations. Over time, however, excessive and generic hashtag use has reduced their effectiveness.
Through its Creators account, Instagram confirmed that the new limit takes effect immediately.
“We find that using fewer (up to 5) more targeted hashtags, rather than many generic ones, can improve both your content’s performance and people’s experience on Instagram,” the company said.
Instagram is encouraging creators to be more thoughtful and intentional while choosing hashtags. The platform advised using hashtags that closely match the content being shared. For example, beauty creators are encouraged to use beauty focused hashtags to reach users who actively engage with similar content.
The company also clarified that commonly used generic hashtags such as #reels or #explore do not actually help content appear in the Explore feed or recommendation surfaces. In some cases, these hashtags may even hurt a post’s overall performance.
This update follows reports earlier this month suggesting that Instagram was testing a stricter limit of 3 hashtags per post. During testing, some users reportedly saw alerts while adding hashtags, informing them about the reduced limit.
Instagram head Adam Mosseri has previously stated that hashtags “don’t work” the way creators expect them to. He explained that hashtags are no longer a key driver of reach or visibility on the platform.
With this move, Instagram is signaling a shift away from hashtag heavy strategies and pushing creators to focus more on relevant content, audience interest and quality engagement.
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