Three-Hashtag Rule Still in Testing; Future Rollout Depends on Meta’s Findings

Instagram is testing a big change to its platform that could alter how posting and content is organized. According to reports, the company is working on a limit of only three hashtags per post. This is considered a major change from the old system that has been in place since 2011.

Some Reddit users reported seeing an error message when they add more than three hashtags to a post. This feature, however, is not currently live to all users. This means that Meta is testing it with a small set of users and shall make a decision to implement it across the platform later. Instagram has not yet issued an official statement in regard to this test. Like many features launched in phases, this change seems to be a part of that process.

Hashtags have been a pivotal means of user discovery on Instagram since 2011. Creators used to increase their reach by adding up to 30 hashtags to a single post.

However, Instagram's recommendation system has changed over time. The Explore section now prioritizes content, captions, and user behavior. Instagram head Adam Mosseri has repeatedly stated that hashtags are no longer as effective in increasing reach. According to him, hashtags have now become merely a means of categorizing content.

This change indicates that Instagram wants to change the way content is presented. Around 2010, there was a competition among creators to use hashtags. This limit may be a bit uncomfortable for them. Meanwhile, newer generations of users rely less on hashtags, so it will have less impact on them. Instagram now appears to be placing more emphasis on automated content discovery rather than user-driven tagging.

The three-hashtag limit is currently in testing. Whether it becomes a permanent rule will depend on Meta's test results and future strategy.