10d • 📈 | Growth Advice
Hashtags aren’t your magic ticket anymore...
Instagram’s CEO has recently confirmed what a lot of us suspected… hashtags don’t work the way they used to.
They no longer guarantee reach. They’re not shortcuts to growth. Instead, they act more like labels that help Instagram categorise your content.
So if you’ve been dropping 30 hashtags hoping for a viral spike, it’s time to rethink.
What’s changed
- Hashtags now act as markers for content categories
- Reach is decided more by keywords, captions, alt text and engagement (comments, shares, saves)
- Generic hashtags like “#motivation” or “#love” will do almost nothing unless your content actually matches user intent
What this means for you
If hashtags aren’t the growth hack anymore, what should you do instead?
Focus on clarity:
- Use fewer, more niche hashtags that match your topic
- Put more effort into your caption and hook (that’s what drives shares and saves)
- Write keyword-rich descriptions — what would your audience type if they wanted to find content like yours?
- Always use alt text when uploading. Don’t ignore it — it’s one of the most under-used signals Instagram reads.
Try this today
- Look at your last 5 posts. Were your hashtags generic?
- Swap one broad tag (e.g. #inspo) for a niche one (e.g. #coffeebusinessowners)
- Add a keyword phrase into your caption that matches your niche
- Fill in the alt text field before you hit publish
That’s your action plan.
Hashtags are not dead — but they’re no longer your ticket to reach.
Think of them as supporting actors, not the main character.
Have you noticed a drop in reach from hashtags recently? Or are you still finding them useful in your niche? Drop your thoughts below 👇
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Hashtags aren’t your magic ticket anymore...
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