According to Instagram's leadership, hashtags no longer significantly impact reach or virality. Their primary function has shifted to content categorization. Marketers should use them strategically to place content within a specific niche rather than expecting them to directly boost views or engagement.

Instagram's algorithm favors on-platform actions like DMs over off-platform link clicks. Asking users to reply to a Story to receive a link, rather than using a link sticker, signals high engagement to the algorithm, which can dramatically increase the story's overall views and reach.

Unlike Twitter which may reward niche wit, Instagram virality depends on broad shareability. A product management meme account grew to 55k followers by focusing on relatable tropes (e.g., the PM vs. engineer dynamic) that professionals in adjacent roles would share with their peers, expanding the content's reach beyond its core audience.

Contrary to some growth-hacking advice, stuffing captions with keywords or hiding them in videos is considered spammy behavior by Instagram's algorithm. This practice will result in your content being actively penalized and shown to fewer people.

Instagram's removal of the 'follow hashtag' and 'recents' tab, plus a drastic 80-90% reduction in the allowable number of hashtags, signals a clear strategic move away from them as a primary discovery mechanism.

Obsessing over a visually perfect Instagram grid is a waste of time that harms reach. Since the vast majority of users discover content in the feed, creators should focus on making individual posts that perform well, rather than sacrificing engagement for a curated grid aesthetic.

The more time spent scripting, refining, and editing a post, the less authentic it becomes and the worse it typically performs. Higher-performing content often results from reducing the time between the initial idea and hitting 'publish.'

As feeds become saturated, relying on shares for discovery is insufficient. Your ideal followers are actively searching for solutions. Optimizing profiles and posts with keywords to answer their questions is a more reliable and underrated path to being discovered.

Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.