Overview
- Instagram has reduced the hashtag limit from 30 to five for posts and Reels, with a global rollout underway.
- The update was shared through the platform’s @Creators account and on Threads rather than via a formal press release.
- Adam Mosseri says reach is now guided by AI-driven signals such as caption keywords, on‑screen text and visual content instead of hashtag volume.
- Instagram cautions that generic tags like #reels or #explore do not aid placement in Explore and may negatively affect performance.
- Creators and brands are being pushed toward niche, community-focused tags after tests of even lower caps, including three, previewed the shift.