Instagram has introduced a new policy limiting the number of hashtags on posts and Reels to just five, signaling a shift away from widespread hashtag spam toward more meaningful content discovery. Previously, users could add up to 30 hashtags per post or Reel, but the new guidance from the platform encourages creators and brands to focus on fewer, more relevant tags.
The change forms part of Instagram’s broader strategy to reduce clutter and improve user experience on the app, with the platform’s leadership noting that a shorter list of targeted hashtags helps steer content into the right discovery pathways rather than relying on volume alone.
“Fewer, more relevant tags perform better than a long list of generic ones,” Instagram has indicated, emphasizing a focus on quality over quantity in how tags support content visibility.
What This Means for MSMEs and Content Creators
For small businesses, startups, and entrepreneurs using Instagram as a marketing and engagement tool, this update is an important reminder to adopt a strategic hashtag approach:
- Choose relevance over quantity: Select up to five hashtags that closely reflect your content theme and audience interests.
- Mix hashtag types: Include a blend of popular, niche, and branded tags to increase the chances of discovery within targeted communities. Relevant tags help the Instagram algorithm categorize content more effectively.
- Align hashtags with business goals: Use tags that resonate with your brand identity, product offerings, or campaign messages to connect with the right potential customers.
While hashtags remain a search and categorization signal on Instagram, their role in directly boosting reach has evolved and irrelevant or excessive tagging may not yield the engagement many creators once expected.
Industry guides recommend mixing broader and specific hashtags to strike the right balance between reach and relevance, even within the new five-tag limit.
This policy shift comes as Instagram continues to refine its algorithm and user experience, prioritising engagement and content quality over traditional hashtag spam tactics.
