Hashtags Are So 2024: What Adam Mosseri Really Said (And What You Should Do Now)

If you’re still cramming 30 hashtags into every Instagram post hoping to skyrocket your reach, it’s time to stop and rethink your strategy. Instagram’s CEO, Adam Mosseri, recently clarified that hashtags are no longer the growth hack they were once perceived to be. Instead of magically boosting visibility, hashtags now primarily serve categorization and search purposes: helping the algorithm understand what your content is about, rather than pushing it in front of more users.

So, does this mean hashtags are dead? Not at all. But leaning on them as your primary growth tactic is outdated. The Instagram landscape is evolving, and so should your strategy.

What Mosseri Really Wants You to Focus On

Adam Mosseri emphasized that Instagram prioritizes content that resonates with users, meaning your success now depends on engagement and value, not just keyword tags. Here’s where your energy should go in 2025:

1. Quality Content Above All Forget posting for the sake of posting. Focus on creating content that grabs attention within the first 3 seconds. Whether it’s a Reels clip, carousel, or static post, your goal is to make users stop scrolling.
2. Watch Time & Completion Rates Instagram values content that keeps users engaged. The longer people watch your Reels or videos, the more the algorithm will push your content. Think storytelling, tutorials, or entertainment that holds attention until the end.
3. Shares and Saves Are Gold While likes are nice, the real engagement metrics that matter are shares and saves. Posts that are shared or saved signal to Instagram that your content is valuable, boosting its reach organically.
4. Social SEO Matters More Than Ever Hashtags are now just a piece of the puzzle. Instagram increasingly relies on keywords in captions, alt text, and on-screen text to categorize content. Think of Instagram as a search engine—craft captions and visuals with searchable, descriptive keywords to get discovered.
5. Authenticity Wins The algorithm favors content that sparks genuine engagement. That means community interaction, meaningful comments, and authentic storytelling outperform purely polished, “salesy” posts.

Actionable Takeaways

• Limit hashtags to 5–10 highly relevant ones, rather than maxing out 30.
• Lead with strong hooks in the first 3 seconds of your video.
• Include keywords in captions and on-screen text for discoverability.
• Encourage your audience to share, save, and comment.
• Experiment with formats like Reels, Guides, and Stories to see what drives the most engagement.

Hashtags aren’t dead; they just don’t work in isolation anymore. In 2025, Instagram rewards content that’s discoverable, engaging, and valuable to real users. Shift your focus, adapt your strategy, and you’ll stay ahead of the algorithm curve.