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.
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.'
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.
To create relatable content, avoid watering down experiences to appeal to everyone. Instead, use specific details and nuances (e.g., '3 hours editing for 7 likes'). This specificity creates a stronger emotional connection and is more likely to be shared.
A SocialPilot study analyzing millions of Instagram posts found a surprising inverse relationship between hashtag use and reach. Posts with zero hashtags performed 23% better on average, and using more hashtags correlated with receiving fewer views.
Instead of constantly creating new material, an efficient growth strategy is to 'upcycle' posts. Repost successful content after 90 days, aiming to publish every piece at least three times to maximize reach and reduce workload, as most followers missed it initially.
Your Instagram 'name line'—not your @handle—is fully searchable on Instagram and external search engines like Google. Using descriptive keywords here (e.g., 'San Francisco Videographer') is far more effective for discovery than a simple branded name.