Instagram has announced a new restriction on hashtag usage, reducing the maximum number of hashtags allowed per post and Reel from 30 to just 5. The platform made the announcement on December 18, 2025, through its official Creators account.
The new five-hashtag limit represents a significant change in how users can categorize and share their content on the platform. Instagram stated that the update will be implemented gradually across all accounts.
Reason Behind the Change
According to Instagram, the primary goal of this restriction is to discourage hashtag stuffing, a practice where users add numerous generic hashtags to their posts in an attempt to increase visibility. The platform explained that using fewer, more targeted hashtags is more effective than adding many generic ones.
Instagram stated that focused hashtags can improve both content performance and user experience on the platform. The company emphasized that generic tags can actually hinder a post’s performance rather than help it.
Testing Phase and Implementation
The social media platform had been testing hashtag limits for the past year. During the most recent experiment, some users were limited to using only three hashtags per post. After the testing phase, Instagram settled on five hashtags as the new universal restriction.
Instagram head Adam Mosseri has repeatedly stated in public comments that hashtags no longer work the way they used to on the platform. The company’s AI algorithms and recommendation systems now prioritize other signals such as caption keywords, on-screen text, and visual content.
Impact on Content Discovery
Instagram noted that hashtags are no longer as important as they once were for content discovery. The platform’s artificial intelligence algorithms now play a bigger role in highlighting relevant content to each user. However, hashtags can still help guide users toward related content and sort posts based on relevant topics.
The platform advised users to focus on niche and community-based tags rather than broad, generic terms. Hashtags should now be used as organizational labels for specific topics rather than as a tool for artificial reach amplification.
Changes for Creators and Brands
This update requires creators and brands to adjust their content strategies. The focus has shifted from quantity to quality, with users needing to be more intentional about which hashtags they choose. Each of the five allowed hashtags should be carefully selected to represent specific niches or communities.
This approach aligns Instagram with other social media platforms that have implemented similar constraints. The platform’s sister app, Threads, already limits users to one topic tag per post, reflecting the broader shift away from extensive hashtag use.
The change affects all types of content on Instagram, including regular posts and Reels. Users who attempt to add more than five hashtags will be prevented from posting until they reduce the number to meet the new limit.
