26 March 2024

Instagram Updates Hashtag Search To Simplify Discovery

Adam Mosseri, Head of Instagram, recently announced a big update changing the way hashtags can be used for discovery. In his own words, the update is as follows:


“We’re simplifying the hashtag and search experiences on Instagram to make it easier to see everything in one place. Now, when you tap on a hashtag, you’ll see the search results for that hashtag. You will still be able to follow/unfollow or report specific hashtags.


Hope this makes it easier to find accounts and posts that are relevant to your search.”


instagram phone screenshot showing follow button on hastags

Image Source: @mosseri on Instagram


The update has already been rolled out and users can connect to broader search results related to a hashtag. Now, when users tap the hashtag, instead of seeing the “Top Posts” feed they’ll have the option to see the full search results for the hashtag–like they would see in Explore.


But what does this mean for marketers? Ensure you’re using the most appropriate keywords and hashtags in both your posts and profile to maximise visibility in the Accounts display. Though profiles in hashtag searches might not always include the hashtags in every post, a lot of the time they’ve included the word in the caption, description or profile name.


By introducing this option, Instagram is hoping to improve discovery and not focus on just highlighting top content. It’s not a huge change, but it’s definitely a logical one.

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