Instagram has announced a new restriction on hashtag use in posts, as it continues to examine changes in user behavior relating to tags, while also seeking ways to limit spammers and scammers in the app.
Instagram has noted many times before that hashtags are no longer as important as they once were for content discovery, with AI algorithms now playing a bigger part in highlighting the most relevant content to each user.
But they can still help in guiding users towards related content, and sorting content based on relevant topics.
As such, Instagram has been testing a hashtag limit on posts for the past year, with many users limited to three hashtags in the most recent experiment.
But now, IG has settled on limiting tags to five per post, which will become the new universal restriction in the app.
As per IG:
“Instagram will gradually update the number of hashtags that you can include in a caption for a reel or post to five. We find that using fewer (up to 5) more targeted hashtags, rather than many generic ones, can improve both your content’s performance and people’s experience on Instagram.”
Instagram says that targeted, relevant hashtags can play a role in discovery, but it’s limiting this to five to avoid misuse.
Which, again, is in line with what IG has been telling creators for years now.
That’s been most notable in the development of Threads, on which Meta’s team has taken a far more restrictive approach with tags, limiting them to one per post.
That’s reflective of the platform’s broader view on tags, with Instagram chief Adam Mosseri repeatedly noting, in various public statements, that hashtags don’t work like they used to.
Indeed, here’s an overview of Mosseri’s repeated derision of hashtags as a discovery tool:
- In October 2023, Mosseri said that hashtags will not “meaningfully change the trajectory” of Threads’ development
- Then in late October, Threads rolled out topic tags, which enable users to add one topic to each update, in order to “make it easier for others to find and join in on the conversation”
- In January 2024, Mosseri said that hashtags may be “good to build” for Threads, in line with user requests, but that they won’t “noticeably grow Threads or Threads usage”
- In February this year, in a talk about Instagram, Mosseri said that hashtags “don’t work” to increase reach
- In March this year, Threads added topic tags on profiles to help showcase what you’re likely to post about
- In May this year, Mosseri once again said that hashtags don’t improve visibility on Instagram, but they are “a great way to let people know what a post is about and connect posts”
So hashtags, in general, don’t serve the same purpose that they once did, though many people are still habitual hashtag users, and they can have some benefits.
Just not that many, which is why IG is moving to limit hashtag use.
So, five or fewer tags per IG post. Better make them count.
Instagram’s Implementing New Limits on Hashtag Use
Instagram has recently introduced a major update affecting how many hashtags creators and brands can use in their posts. This shift to a strict 3 hashtag limit is reshaping social media marketing strategies and content creation on the platform. Exploring what this means and how to adapt is critical for anyone looking to maintain or grow their Instagram presence in 2025.
Understanding Instagram’s 3 Hashtag Limit
For years, Instagram allowed up to 30 hashtags per post, offering a broad canvas for creators and businesses to categorize content and reach wider audiences. However, in 2025, Instagram announced a notable policy change: posts can now only feature up to 3 hashtags. This limit applies to all images,reels,and stories.
- Reasoning: Instagram aims to reduce spammy behavior, encourage authentic engagement, and improve the user experience by focusing on relevant, quality hashtags.
- Impact: The drastic cut forces creators to be highly selective and strategic with their hashtag usage.
This update reflects Instagram’s shift toward authenticity and quality over quantity, a trend aligned with broader social platform changes observed across the industry.
How the New Hashtag Limit Affects Creators and Brands
The introduction of the 3 hashtag rule comes with both challenges and opportunities.
challenges
- Reduced Reach potential: Previously, blanket hashtag strategies using dozens of tags to maximize finding will no longer be feasible.
- More Competition per Hashtag: With limited tags allowed, competition intensifies to rank well within fewer hashtag categories.
- Strategy Overhaul: Marketing tactics and growth hacks involving high-hashtag counts must be revised.
Opportunities
- Higher Engagement Quality: Limiting hashtags encourages targeting niche and relevant communities more deliberately.
- Cleaner Aesthetic: Posts look less cluttered, improving visual appeal and professionalism.
- Better Analytics: Easier to track which hashtags drive performance, as fewer options are used per post.
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Practical Tips to Maximize Your Hashtag Use Under the New Limit
To succeed with Instagram’s new hashtag rules, creators must refine their approach.Here are some practical, actionable strategies:
1. Prioritize Relevance Above All
Choose hashtags that directly relate to your brand, niche, or the content of your post. Avoid generic tags-focus on precision targeting for better engagement.
2. Use a Mix of Hashtag types
- Brand-specific hashtags: Strengthen your personal or company brand.
- community hashtags: Engage dedicated niche audiences.
- Content-specific hashtags: Highlight the theme or topic of the post.
3.Track hashtag Performance
Apply Instagram Insights or third-party tools to monitor which hashtags bring the moast visibility and drive meaningful interactions – then refine your choices.
4. Incorporate Hashtags in Stories and Reels
Since Instagram’s hashtag limit applies universally,using quality hashtags in Stories and Reels helps maintain reach diversification.
5. Be Consistent but Flexible
Regularly update and rotate your hashtags to stay relevant and respond to evolving audience interests and trends.
Instagram Hashtag Limits: Platform Comparison Chart
| Platform | Hashtag Limit per Post | Recommended Hashtags | Remarks |
|---|---|---|---|
| Instagram (2025 update) | 3 | 3 | Strong focus on quality & relevance1 |
| X (Twitter) | 30 | 1-2 | Overuse seen as spammy1 |
| TikTok | 100 | 3-5 | Limit to avoid clutter1 |
1 Source: Adynext – Hashtag Limits
case Study: Growing Engagement Using the New Hashtag Rules
Background: Lifestyle influencer @EmmaInspo pivoted her hashtag strategy in response to Instagram’s 3-tag limit. Prior to the update, she used 25-30 hashtags per post.
- Change: Emma reduced all posts to 3 carefully selected hashtags prioritizing topical trends,branded hashtags,and niche community tags.
- Result: Within 3 months,her average post engagement rate rose by 18% despite fewer hashtags.
- Analysis: Fewer tags encouraged more meaningful interactions and helped her audience better identify with content themes.
First-Hand Experience from Instagram Creators
Creators report mixed emotions:
“At first, I was worried that limiting hashtags would hurt my reach, but focusing on fewer, targeted hashtags actually brought in a more engaged community.” – @MarkSocial
“I had to rethink my entire growth strategy but realized quality beats quantity. It’s a new creative challenge!” – @SophieCreative
Frequently Asked Questions (FAQ)
Q: Does the 3 hashtag limit apply to Instagram Stories and Reels?
A: Yes, the 3 hashtag limit applies to all Instagram content types, including Stories, Reels, and feed posts.3
Q: Can I still use branded and trending hashtags concurrently?
A: Absolutely.Combining branded,niche,and trending hashtags in your 3 choices ensures you capture multiple engagement points.
Q: Will Instagram increase the hashtag limit again in the future?
A: Currently, Instagram is focused on quality over quantity but staying informed on platform updates is essential.
Best Practices Summary
- Limit to 3 hashtags per post only.
- Put keyword relevance and audience targeting first.
- Use Instagram analytics to refine your hashtag use.
- Maintain a balance of brand, community, and content-specific tags.
- Monitor shifting trends to stay ahead.
Adaptation is key in social media marketing. Embracing Instagram’s new hashtag limits will help creators not only comply with platform policies but actually boost their performance through more strategic content targeting.
