Hashtags: Instagram Just Killed One of Its Oldest Tools (And You Should Too)

You heard it from the top, Instagram CEO Adam Mosseri has officially confirmed what many of us have known for a while: hashtags no longer boost your reach.

At RemoteDude we loved hashtags but have now decided to say adios. Why? Because we watched them flatline on analytics. They started looking dated, added no value, and ultimately became digital noise.

It’s time to let them go. #riphashtags #gonebutnotforgotten #endofanera

So, why is Instagram doing this?

There’s a deeper reason behind the move. Spammers have long exploited hashtags, loading posts with trending tags to hijack reach, clogging users’ feeds with irrelevant junk. Even with Instagram’s advanced filtering tools, this “hashtag pollution” has remained a persistent issue.

You can no longer follow Hashtags, the algorithm has evolved to better understand the actual content and gives the focus back to profiles, hopefully in a bid to promote quality over spam.

This shift may also encourage users to follow individual creators more intentionally, which helps Instagram build stronger creator loyalty. a major priority for sustaining engagement.

So, what’s working now?

Instagram is slowly morphing into a search engine, discovery is now powered by keywords, not hashtags—which means you need to start rethinking your SEO strategy, not just leaning towards social trends.

Write Keyword Rich Captions

Forget the smart one-liners. If you want reach, Give context. Write captions that naturally include keywords describing your content, your offer or the niche you're targeting. You’re not just entertaining now you're optimising.

Instead of this:

“Weekend vibes"

Try this:

“Spending the weekend recharging with a solo hike through the mountains. nothing clears the mind like coastal trails and fresh air. We've got the perfect camping gear to enhance your adventure so take this is as your reminder! Unplug and ground yourself in nature.”

This caption includes keywords like:

solo hike - mountains - coastal trails - camping gear - ground yourself - adventure. All of these help Instagram categorise the content and show it to people searching for travel inspiration, mindfulness tips, or nature-based activities. Now your outdoor brand should engage that pesky algorithm.

Use ALT Text (Properly)

When you hit “More Options” on your post, you’ll find the ability to write ALT text. Originally built for accessibility, it also gives Instagram extra data to understand and rank your content. Pro tip: ALT text is especially powerful on carousel posts, which still dominate engagement.

Geo-tag Every. Single. Post.

Location tags matter more than ever. They feed directly into Instagram’s search and local discovery algorithms. Whether you're posting from a café in Copenhagen or your kitchen in Kansas, tag your location. Unless you don't want to be found...

The Only Hashtag Exceptions?

• Irony. If you're using hashtags for tone or humour, go for it. Although don't blame us if you get branded a millennial, throw in a peace sign with that selfie?

  
  

• Branded Hashtags. If you’re a service-based biz with one consistent branded hashtag, it can still serve a functional purpose especially for curating UGC or influencer content.

The takeaway? Adapt or get ignored. Hashtags are history, and if you’re still clinging to them for visibility, you might as well have signed the magna carta.

Time to evolve your strategy. Welcome to the new era of social SEO.

Need help rewriting your social playbook for 2025? Let’s talk.