In an exclusive interview with Daily Mail a few weeks ago, Instagram head Adam Mosseri debunked a long-standing social media myth—hashtags don’t work for boosting engagement. “They don’t work! I’ll tell you that. They don’t work,” he stated emphatically.
For years, creators and brands have relied on hashtags to increase their reach, assuming they help surface content to a wider audience. However, Instagram’s algorithm has shifted dramatically. Instead of prioritising posts based on hashtags, it now leans heavily on personalised recommendations, user behaviour, and content relevance. Simply put, the algorithm focuses more on how users interact with content rather than the tags attached to it.
So, if hashtags aren’t the answer, what is? Mosseri emphasised that there is no single hack or shortcut. “No silver bullets. No silver bullets,” he said, encouraging users to focus on three key factors:
Authenticity and experimentation. Posting what truly represents you or your brand while testing different formats, styles, and messaging.
Content that resonates. Understanding what your audience enjoys and creating content that aligns with their interests.
Engagement signals. Prioritising shares, saves, comments, and watch time rather than just likes, as these are the strongest indicators of valuable content. Mosseri’s insights reflect a broader trend in social media: content discovery is becoming more algorithm-driven than ever. Instagram, like TikTok, is evolving into an interest-based platform, where AI curates content for users rather than just showing them posts from accounts they follow.
For brands and creators, this means that success depends on delivering high-quality, engaging content that keeps users watching and interacting. The focus should shift from hashtag stuffing to optimising video storytelling, fostering community engagement, and understanding what truly captivates audiences. So, if you’ve been relying on hashtags to get noticed, it’s time to rethink your approach. Instead of trying to outsmart the algorithm, the real strategy is simple—create content people actually want to see.
