• October 1, 2025October 1, 2025

Instagram CEO Adam Mosseri confirms hashtags no longer work — here’s what to do instead.

For years, marketers treated Instagram hashtags like magic keys: stack 20–30 into a caption, hit “post,” and watch the followers roll in.

But here’s the truth, straight from the top: Instagram CEO Adam Mosseri has publicly declared that hashtags don’t work.

Yes, you read that right. The man running the platform admitted what many digital marketers have suspected — hashtags aren’t the growth engine they once were.

So if hashtags are no longer the answer, what is? Let’s dig into why Instagram walked away from them, what killed their power, and what actually drives results today.

⚰️The Death of Hashtags: What Mosseri Actually Said

When asked about hashtags, Mosseri didn’t sugarcoat it:

👉 “They don’t work.”

Not “they work a little.” Not “they need to be optimized.” Just flat-out: they don’t drive reach anymore.

Why? Because Instagram has moved on. The algorithm now prioritizes content quality, engagement signals, and in-app search behavior.

🧨 Why Instagram Pulled the Plug on Hashtags

• Algorithm Overhaul
  Instagram’s feed isn’t tag-driven anymore — it’s recommendation-driven. The app learns what users like, save, and share, then feeds them more of that. Hashtags play a minimal role.
• The “Recent” Tab is Gone
  Remember when posting under a hashtag helped you appear in the “Recent” section? That discovery tool is gone — and so is the biggest advantage of hashtags.
• Spam Saturation
  Tags became overrun with spam. Generic ones like #love or #fitness were so overused they lost meaning. In many cases, stuffing hashtags even made posts seem less credible.
• Instagram SEO Took Over
  Instagram behaves more like a search engine now. Keywords in your captions, alt text, and comments help the algorithm understand your content far better than a wall of tags ever could.

🚀 So, What Does Work Now?

Still pasting your go-to hashtag bank into every caption? Stop. Here’s what actually moves the needle:

1. Keywords Are the New Hashtags
 Write captions that naturally include the words your audience is likely to search. Think like Google — be clear and intentional.

2. Engagement Is the Currency
It’s not about how many hashtags you add. It’s about how many people comment, share, save, or DM your content. Those are the signals the algorithm loves.

3. Retention > Reach
If viewers finish your Reels, rewatch them, or swipe through all your carousel slides, your content gets rewarded. Keep people watching — that’s the win.

4. Consistency Beats Hacks
No need for tricks. Posting regularly and staying aligned with your brand voice builds more growth than chasing algorithm shortcuts.

5. Community Over Vanity
Real conversations and real engagement — replying to comments, sharing user-generated content, and doing collabs — go much further than a cluster of hashtags.

🔑 How to Pivot Your Instagram Strategy

• ❌ Stop wasting time on outdated hashtag lists.
• ✍️ Use relevant keywords and write with clarity.
• 💬 Ask questions that encourage real conversations.
• 🎥 Optimize Reels for hooks and watch-time.
• 🤝 Nurture your community through DMs, mentions, and collabs.
• 📊 Track saves, shares, and retention — not tag impressions.

🌟 Final Word: RIP Hashtags — Long Live Strategy

Hashtags had their moment. They helped early creators get discovered, sparked short-term engagement, and became marketing dogma. But times have changed.

According to Instagram CEO Adam Mosseri, hashtags no longer drive discovery — content does.

The creators and brands winning today are the ones who lead with quality, strategy, and authentic connection.

At REALTOP, we help businesses stop chasing what’s dead and start using what actually works.

👉 Want to grow smarter, not louder? Let’s Talk.

Book a free strategy call with REALTOP.
We’ll show you exactly where your campaigns leak money and how to fix them before the year ends. If your campaigns feel like a money drain instead of a growth engine, it’s time to take a better approach.