Instagram is testing a limit of just three hashtags per post. This is a significant change from the 30 hashtag limit that has been in place since 2011. This feature is currently being tested with a small number of users, as a step towards automated content discovery.

California: Instagram is testing a major change to its platform. According to reports, the company, which owns Meta, is experimenting with a limit of only three hashtags per post. This is a major change from Instagram's 2011 policy. Some Reddit users have reported seeing an error message when adding more than three hashtags to a post. However, this feature is not yet available to all users. This suggests that Meta is testing this hashtag control feature on a select few users and may later implement it across the platform. Instagram has not yet released any official statement regarding this experiment. Reports suggest that this change is part of a process that is being gradually rolled out, as with many features.

Hashtags have been a major way for users to discover content on Instagram since 2011. Content creators could increase the reach of their posts by adding up to 30 hashtags to a single post. But over time, Instagram's recommendation system has changed. Now, the Explore section prioritizes content, captions, and user behavior. Instagram head Adam Mosseri has repeatedly stated that hashtags are no longer as effective in increasing reach. He says that hashtags are now simply a means of categorizing content.

What will be the impact on users?

This change indicates that Instagram is attempting to change the way it presents content. Users who have built their habits around hashtag searches over the years, especially in the mid-2010s, may be affected by this change. Meanwhile, younger users are less likely to rely on hashtags. Nevertheless, the old practice of filling posts with tags is still common among long-time Instagram users.

Now what?

In any case, this new experiment suggests that Instagram is moving away from user-based tagging and toward automated content discovery. Whether this three-hashtag limit becomes a firm rule will depend on the results of ongoing testing and Meta's larger platform strategy.

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