Instagram has announced a significant change for creators: users can now add a maximum of five hashtags per post or Reel. The move is aimed at curbing “hashtag stuffing,” a common practice where creators overload posts with unrelated tags to gain visibility.
Use Relevant Hashtags, Says Instagram
The platform’s @creators account explained that “using fewer (up to 5), more targeted hashtags rather than generic ones can improve both your content’s performance [and] people’s experience on Instagram.” Instagram recommends choosing tags that closely match the content for example, beauty creators should stick to beauty-related hashtags to help their audience find them.
Instagram head Adam Mosseri also shared guidance on the Instagram Advice channel, noting that hashtags do help with search but “don’t increase your reach.” He encouraged creators to “focus on working out what kind of content resonates with your audience,” emphasising quality over quantity.
The company highlighted that generic hashtags such as #reels or #explore do little to boost discoverability and might even reduce a post’s performance. Introduced in 2011, hashtags have long helped users find content through searches, trending lists, and algorithm-based recommendations, but Instagram said overusing them can hurt both content performance and user experience.
Hashtag Limit Set at Five on Instagram
Earlier this month, Instagram reportedly tested a three-hashtag limit for select users, with some accounts receiving notifications when attempting to add more. The finalized update now allows five hashtags per post or Reel.
Alongside this change, Instagram has rolled out “Your Algorithm” for Reels a feature that shows users what the platform believes is most relevant to them. A small icon with two lines topped by hearts appears at the top right corner, offering greater control over the content shown.
With these updates, Instagram is sending a clear message: creators should prioritize relevance and intentionality over quantity, fostering a better experience for both users and creators.
