The update marks a shift away from hashtag-heavy strategies as Instagram prioritizes relevance over volume.
Instagram is updating its rules to limit posts and Reels to a maximum of five hashtags, a change the company says is intended to reduce spam and improve how content is distributed across the platform.
Instagram has begun updating its hashtag policy, limiting users to a maximum of five hashtags per post and Reel, according to platform guidance and creator notifications. The change represents a notable shift from past practices where users often added dozens of hashtags to boost reach.
The company has said the goal is to improve content quality and discovery by prioritizing relevance rather than quantity. Instagram has previously advised creators that excessive hashtags do not improve performance and may reduce visibility.
Social media analysts note that the update aligns with Instagram’s broader push toward algorithmic discovery based on content, captions, and engagement, rather than keyword stuffing through hashtags.
Creators who rely heavily on hashtag strategies may need to adjust their approach, focusing on fewer but more relevant tags tied closely to the content. Instagram has encouraged users to choose hashtags that accurately describe their posts.
The update applies to both standard feed posts and Reels, though Instagram has not specified whether enforcement will be immediate or rolled out gradually across regions and accounts.
As the platform continues to evolve, experts say creators should monitor performance metrics closely and adapt to Instagram’s emphasis on originality, watch time, and meaningful interactions.
