Instagram has just announced that it will no longer let users tap a hashtag to follow it from within the app. Matt Navarra posted the news and gave a clear explanation of why the platform is pulling the plug. Understanding this change is important for every brand that relies on Instagram to build connections and drive traffic.
Why Instagram Is Doing This
Hashtag spam has become a pervasive problem. Everyone—from small businesses to big influencers—has tried to ride the wave of a popular tag by adding it to nearly every post. In the process, feeds have become cluttered with irrelevant or low‑quality content. The platform’s algorithm does its best to filter out spam, but users often still see unwanted posts in their main feed.
Instead of adding more filtration layers, Instagram decided to remove the ability to follow a hashtag altogether. By doing so, it eliminates a major source of spam in the main feed, which is the spot where most users glance for new content. The change aims to keep the feed cleaner and push users toward following specific creators or niche topics instead of broad, noisy hashtags.
How This Affects Brands and Creators
For brands that have traditionally used hashtag campaigns to increase discoverability, the shift means a sharper focus on high‑quality, niche tags that truly reflect the content. The broad reach that came from following a trending tag will be replaced by more targeted visibility. Influencers, too, will see a change in how new viewers discover them. They are more likely to come through direct creator or brand follow buttons, or by stumbling into their content via Explore or Reels, rather than through a tag feed.
Despite the removal of the follow option, hashtags remain searchable and still appear in Explore and Search. Content can still surface based on relevance and engagement signals. The main difference is that the tag feed will no longer be the primary channel for broad discovery.
What We Can Do About It
Even without the follow feature, hashtags still serve a purpose. The key is to choose tags that align with the core message of the content and that have a clear, high‑intent audience. By doing this, we can still tap into the Discover, Explore, and Reels sections where Instagram surfaces content that matches user interests. Reels, in particular, have become a powerful tool for catching attention and driving people to a brand’s profile. Short, engaging clips that tell a story or highlight a product can keep users on the app longer and increase the likelihood that they’ll hit the Follow button.
Emphasizing direct calls to action in captions and overlays—encouraging viewers to follow the brand or creator—remains an effective way to grow an audience. Tracking the health of a tag, checking for spam presence, and staying agile in hashtag selection are also important. Finally, exploring other native features such as Stories, Story Highlights, and IGTV can help maintain visibility in a changing ecosystem.
Bottom Line
Instagram’s decision to remove the hashtag follow feature is a reflection of the platform’s ongoing refinement of content discovery. It signifies a shift toward algorithmic relevance and creator‑centric engagement. For us at WeDoVids, the lesson is simple: prioritize quality over quantity, focus on authentic storytelling, and keep an eye on the hashtags that truly align with our clients’ audiences. With a smart strategy in place, we can keep our brands front‑and‑center in a cleaner, more meaningful feed.
If you’re ready to adapt your Instagram approach or need help re‑shaping your hashtag strategy, just let us know. We’re here to help you navigate this change and keep driving results.