Instagram Is Removing the Option to Follow Hashtags
Instagram is making waves by eliminating the option to follow hashtags, a feature that previously allowed users to see posts and Reels tied to specific tags in their main feed. Any hashtags you currently follow will also stop showing content in your stream.
Why the Change?
Spammers have long exploited hashtags, attaching them to irrelevant posts to increase reach. While Instagram has tools to filter spam, many users still find their feeds cluttered with irrelevant content. Removing hashtag following is Instagram’s way of cutting down on this noise and improving user experience.
Instead, Instagram is doubling down on its recommendation algorithms, which are better equipped to surface content aligned with user interests. This shift also encourages users to follow individual creators, a move that could strengthen Instagram’s ties with content creators—a critical focus as the platform competes for attention.
However, this decision adds to the sentiment that hashtags are losing their importance in the algorithm-driven age of content discovery. While they remain relevant for Explore and search, their influence is undeniably fading.
Threads Takes First Steps Toward Independence
Instagram’s sibling app, Threads, is starting to detach itself from its parent platform, as announced by Instagram head Adam Mosseri. Threads will no longer recommend posts based on Instagram activity during onboarding, signalling the app’s move toward greater autonomy.
What Does This Mean?
While Threads is reducing Instagram’s influence in its onboarding, it will still rely on Instagram’s graph for post recommendations in the “For You” feed. This approach has been instrumental in Threads’ rapid growth—15 million new sign-ups this month alone—but it also risks diluting Threads’ unique identity by tying it too closely to Instagram’s user base.
Critics argue that Threads should focus on becoming a distinct platform, particularly by refining its content delivery and embracing more real-time, dynamic interactions. Despite these concerns, Threads continues to grow, with some speculating it could soon rival X (formerly Twitter) in user numbers.
Facebook Adopts “Views” as the Primary Metric
Meta is streamlining performance metrics across its platforms by switching to “Views” as the core measurement for content performance on both Facebook and Instagram.
Why the Change?
Previously, Meta used varied metrics like “plays,” “impressions,” and “accounts reached,” which created complexity for creators and brands. By shifting to a uniform “Views” count, Meta aims to simplify how performance is tracked and interpreted.
Key changes include:
- For Stories, photos, and text posts: “Views” will replace “Impressions,” counting every screen appearance, including repeat views. This may result in higher view counts compared to impression numbers.
- For video content: Metrics like “Watch Time” will now be displayed as “Minutes Viewed,” aligning with a more standardized approach.
Meta emphasises that while the names are changing, the underlying calculations remain the same, ensuring consistency in tracking.
