Instagram updates hashtag search to simplify account and post discovery

Instagram updated how hashtags work for discovery. Now, when users tap on a hashtag, they’re directed to broader search results, including profiles, instead of just a “Top Posts” feed.

The platform announced this change was rolled out to encourage users to explore different parts of the platform, not just posts.

Why we care. This update represents as opportunity to get your brand’s account discovered by high-value consumers.

Action needed. Ensure you tag your target keywords in both your profile and posts to boost the visibility of your brand’s account in the Explore overview. While profiles in hashtag searches may not always include the hashtag in every post, they typically have the word in their profile name or description.

What Instagram is saying. Head of Instagram Adam Mosseri said on Threads:

  • “We’re simplifying the hashtag and search experiences on Instagram to make it easier to see everything in one place.”
  • “Now, when you tap on a hashtag, you’ll see the search results for that hashtag. You will still be able to follow/unfollow or report specific hashtags.”
  • “Hope this makes it easier to find accounts and posts that are relevant to your search.”

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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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