Learn how this update impacts your social media strategy and discover alternatives to track conversations.
On December 13th, Instagram will officially remove the hashtag follow feature from the platform. While users can still add hashtags to their posts, they’ll no longer have the option to follow hashtags directly to see related content in their feeds.
Instagram says the move is intended to reduce spammy content, but it also creates challenges for handmade sellers and social media managers who rely on hashtag tracking to engage with communities and monitor branded conversations.
In this blog, we’ll explore what this change means for your handmade business and share actionable strategies to adapt.
What Is the Hashtag Follow Feature?
Previously, Instagram users could follow specific hashtags (e.g., #HandmadeJewelry, #EtsySeller) to see content tagged with those hashtags directly in their feed.
For handmade sellers, this was an easy way to:
Reach new audiences who followed hashtags relevant to your products.
Track branded or niche hashtags to engage with customers and community members.
Starting December 13th, this feature will disappear, meaning hashtag content will no longer appear in users’ feeds unless they search for it manually or follow the accounts posting it.
Source: TechCrunch
Why Is Instagram Removing the Hashtag Follow Feature?
Instagram claims the change is part of its effort to reduce spammy content on users’ feeds. Hashtags often attract bot accounts or low-quality posts, which can clutter feeds and reduce user satisfaction.
While this may improve the overall Instagram experience for users, it comes with trade-offs for businesses, especially those relying on hashtag tracking to find and connect with their target audience.
How This Impacts Handmade Sellers
1. Harder to Reach New Audiences
Hashtags are a key discovery tool. Without the follow feature, potential customers may not see your content unless they actively search for a specific hashtag.
2. Reduced Branded Hashtag Tracking
If you use branded hashtags (e.g., #YourShopName) to encourage customers to share user-generated content (UGC), tracking those posts will now require manual effort or third-party tools.
3. Less Organic Engagement
For sellers who relied on niche hashtags to engage with their community, the removal of this feature may lead to fewer organic interactions.
Source: Social Media Today
How to Adapt Your Instagram Strategy
While the hashtag follow feature is going away, there are still plenty of ways to connect with your audience and track relevant conversations.
Here’s how handmade sellers can adapt:
1. Focus on Creating Save-Worthy Content
With fewer users discovering content via hashtags, creating high-quality, engaging posts becomes even more critical. Prioritize content that encourages users to:
Save your posts for later.
Share them with friends.
Comment or ask questions.
Pro Tip: Tutorials, behind-the-scenes videos, and customer stories tend to generate the most engagement for handmade sellers.
2. Use Instagram Insights to Monitor Performance
Instagram’s built-in analytics can help you identify which hashtags are driving engagement. Use this data to refine your hashtag strategy and focus on those that resonate most with your audience.
Source: Instagram Help Center
3. Leverage Branded Hashtags Strategically
Even without the follow feature, branded hashtags are still valuable. Encourage customers to tag their photos with your shop’s unique hashtag so you can:
Find and repost user-generated content.
Build a searchable library of community posts.
Tip: Include your branded hashtag in your Instagram bio and product packaging to encourage usage.
4. Explore Third-Party Tools for Hashtag Tracking
Tools like Sprout Social, Hootsuite, or Later allow you to track specific hashtags and analyze their performance over time. These platforms can help you monitor conversations around niche or branded hashtags more effectively.
Source: Hootsuite
5. Optimize Alternative Discovery Features
Instagram offers other ways to get discovered beyond hashtags:
Reels: These short, engaging videos have massive reach potential.
Explore Page: High-performing posts are more likely to appear here.
Collaborations: Partner with influencers or other makers to expand your reach.
Alternatives to Following Hashtags
Without the hashtag follow feature, consider these strategies to stay connected with your community:
1. Follow Relevant Accounts
Instead of hashtags, identify and follow accounts that post content in your niche. Engage with their posts to stay visible to their audience.
2. Monitor Competitor Hashtags
Even if you can’t follow hashtags, you can still search for them regularly to track competitor activity and see what’s trending in your space.
3. Use Instagram’s Keyword Search
Instagram’s keyword search feature allows users to discover content without relying solely on hashtags. Optimize your captions with relevant keywords to increase visibility.
Source: Social Media Examiner
Why This Change Isn’t All Bad
While losing the hashtag follow feature may seem like a setback, it could ultimately lead to a better Instagram experience. By reducing spammy content, Instagram is prioritizing genuine engagement, which benefits creators and businesses who focus on quality.
For handmade sellers, this is an opportunity to:
Refine your content strategy.
Build deeper connections with your audience.
Explore other discovery tools on Instagram.
Summary: Key Takeaways for Handmade Sellers
Instagram’s removal of the hashtag follow feature starting December 13th will change how users discover content, but it doesn’t have to hurt your handmade business.
Here’s how to adapt:
Focus on creating engaging, save-worthy content that drives organic interactions.
Use Instagram Insights and third-party tools to track hashtag performance.
Promote branded hashtags strategically to encourage UGC and community building.
Leverage alternative features like Reels, Explore, and collaborations for discovery.
By staying proactive and flexible, you can continue to grow your audience and boost engagement—hashtags or not.
Commenti