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It seems that this is probably not true for trending movements, especially via the ‘Recent’ tab, and with this change, Instagram’s moving to further de-emphasize the value of hashtags as a reach tool, which then puts more focus on users adding the most relevant hashtags, and creating the best content for each topic, in order to maximize their reach, at least via this element.

Which could work, I guess – though it is also interesting to note that Instagram chief Adam Mosseri recently noted that hashtags on IG don’t really help views. So, really, this is about stopping ‘growth hackers’ from tapping into in-app trends with irrelevant, and potentially harmful updates. The ‘Top’ posts are therefore more likely to have been vetted, at least somewhat, as opposed to being a flow of real-time updates. The change was essentially designed to give Instagram’s moderators an assist - by stopping the flow of hashtagged posts via 'Recent', that meant that users were only able to see the 'Top' listing, which is based on engagement and relevance. In the lead-up to the 2020 US Election, Instagram removed the ‘Recent’ tab for hashtag searches, in order to “reduce the real-time spread of potentially harmful content that could pop up around the election”.

As you can see in this example, now, when you search for a hashtag related to a specific cause, Instagram will present you with an additional pop-up which highlights the different ways that users can support that initiative.Īpparently, Instagram wants to make this type of addition a bigger element, and maybe, by putting more focus on the top posts in each hashtag search, that will help it better highlight the most valuable content for each user, while also giving it more chance to limit the spread of potentially harmful movements or trendjackers looking to capitalize on a given interest.