Are Hashtags Still Worth Using on Instagram in 2024?
Learn from Adam Mosseri's insights and discover how to use hashtags strategically.
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Learn from Adam Mosseri's insights and discover how to use hashtags strategically.
A few months ago, Adam Mosseri, CEO of Instagram (Meta), hosted one of his regular Q&A sessions on Instagram Stories. Someone asked him about hashtags, specifically, "Should I keep using hashtags?" There has been a lot said about this topic, and I have my own opinion that I apply daily, but it's always good to get an official answer from someone inside the social network.
There are those who believe that these keywords are useful for amplifying content visibility, those who advocate not using any at all, and others who claim that they can even harm your reach. Well, now we know the truth and can stop listening to social media gurus.
If you find them useful, by all means, use them. We believe hashtags are a good way to help connect with other people, but they are not mandatory. They do not significantly change your reach, which many people think they do, but that is not the case. However, if you want to amplify what you share, they are a good way to do so and explore other topics.
In the past, hashtags were essential to identify the theme of your post. Algorithms have evolved over the years, so it's no longer necessary to use hashtags to identify the topic of your content. Most social networks now analyze the content you upload and capture those keywords. Therefore, it's important to repeat the most important keywords and include them in different parts of your post. If it's a video, you can also say them or write them in the subtitles or captions.
From a branding perspective, it can be interesting to include specific hashtags if we want to gather all the posts about a particular topic. Of course, these hashtags must be unique and personal. For example, if we are organizing an event and want people to talk about it, hashtags are a great option. Twitter still uses this function a lot for such cases. Or if we frequently talk about a specific topic, say female entrepreneurship, and want to personalize those posts, it would also be convenient to use hashtags to collect them. However, using a slew of generic and meaningless hashtags, according to Mosseri, will not provide any extra benefit.
As always, it all depends on the social media channel we're talking about. On Twitter, they can sometimes make sense for specific events like Eurovision or the launch of a new series. On Facebook, they are rarely used, while on LinkedIn, they sometimes help reach other people and amplify your message. In conclusion, always treat each social media platform separately and know when it's necessary to use a hashtag because it can really be useful.
Meta is testing cross-posting on Instagram and Threads, which would greatly help increase content on the app without double effort. Given that cross-posting is already possible on Facebook and Instagram, this feature might be implemented soon.
Instagram has launched an option for some accounts to add a 'made with AI' tag. They are getting more serious about this topic. We might soon have music-only highlights, and recently, automatic captions have been activated and generalized in all videos.
TikTok is experimenting with AI-generated search results, which can give you an immediate answer in the search bar and also show you a series of related videos.
Twitter has launched its AI, Grok, for Premium users in Europe. It is an early access and initial version, so it may contain errors. It's as simple as a conversation with ChatGPT: you ask, Grok answers. The potential for social media managers lies in the fact that at the end of each response, Grok introduces a carousel of related tweets, presenting a great opportunity to apply Social SEO.
So, is it still worth using hashtags on Instagram in 2024? The answer is nuanced. While hashtags are no longer the powerhouse they once were due to evolving algorithms, they still hold value in certain contexts. For brand awareness, event promotion, and niche content, hashtags can help organize and amplify your posts. However, relying solely on hashtags for reach is not advisable.
Instead, focus on creating high-quality, engaging content that resonates with your audience. Use hashtags strategically rather than abundantly. Pay attention to how each social network handles hashtags and tailor your strategy accordingly.
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