Instagram’s decision to remove the option to follow hashtags, effective December 13, 2024, means that users will no longer see posts from followed hashtags in their feeds. This change is part of Instagram’s efforts to combat spam and improve content relevance.
If you have a branded place or community hashtag, Instagram’s removal of the ability to follow hashtags doesn’t make the hashtag irrelevant—it just shifts its strategic value.
Leverage your hashtag for community building by continuing to promote your branded hashtag in your marketing materials, on-site signage, and in collaborations with creators.
Hashtags are still searchable on Instagram. Make your branded hashtag memorable and widely associated with your destination so users are likely to search for it when looking for content related to your place.
Use your branded hashtag as a call-to-action for specific campaigns. For example, “Visiting Bellefonte this season? Use #LoveBFT to show us your holiday spirit!”
Respond to hashtagged content to keep users invested in your brand, encouraging others to participate.
Combine your hashtag strategy with Instagram’s location tags, as they remain an effective way for users to find content tied to specific places.
While followers won’t see your branded hashtag in their feed anymore, its value as a content discovery tool and community identifier remains intact.
Tags: destination marketing, hashtags, Instagram, place based marketing