Instagram has made a significant change by removing the option to follow hashtags. Once a feature that allowed users to discover content through their favourite topics, this tool is no longer available. For marketers and affiliates, this change brings a shift in how visibility and audience engagement can be achieved.
Here’s a closer look at what this update means for affiliates and how to adapt effectively.
What’s Changed?
Previously, Instagram users could follow hashtags like #fitness or #tech, seeing posts tagged with those keywords directly in their feed. This was a handy way for users to discover content and for brands and affiliates to get their posts seen by non-followers. Instagram’s decision to retire this feature means users can no longer automatically see posts from hashtags they care about.
The platform has shifted focus towards formats like Reels and Stories, which it deems more engaging. While hashtags still exist and can be used, their impact on discoverability will depend more on how users interact with content through search and other browsing habits.
How This Impacts Affiliates
Affiliates who relied on hashtag follows as part of their strategy to reach new audiences will need to rethink their approach. Without hashtag followers seeing posts automatically, affiliates will have to find new ways to engage potential customers and drive traffic to their offers.
This is an opportunity for affiliates to sharpen their strategies and focus on methods that offer better long-term value. Authenticity, creativity, and a focus on interaction will be the key to making up for the loss of this feature.
Why This Matters for Affiliates
The removal of hashtag follows signals a growing trend where platforms favour content types that keep users engaged for longer periods. For affiliates, this is a reminder to align their efforts with Instagram’s priorities.
- Organic reach becomes harder
Affiliates will find it tougher to rely on organic strategies alone to gain visibility. Posts will need to be more engaging, visually appealing, and optimised for interaction to gain traction.
- Greater reliance on quality content
With hashtags no longer a shortcut to audience growth, affiliates will need to create content that resonates more deeply with viewers. Reviews, tutorials, and relatable stories can help bridge the gap and build trust with followers.
- The rise of interactive formats
Formats like Reels and Stories are already central to Instagram’s strategy. Affiliates who can produce eye-catching and engaging video content will be better positioned to attract attention and drive action.
Adapting to the New Normal
Affiliates can turn this challenge into an opportunity by adjusting their strategies.
- Focus on Reels and Stories
Instagram is prioritising video content, making this a great time to shift focus to short, engaging clips. Reels that showcase products in action, offer quick tips, or entertain audiences can help affiliates stand out. Stories, with their interactive features like polls and Q&As, are perfect for building connections and driving traffic to affiliate links.
- Strengthen community engagement
Without hashtag follows, direct engagement becomes even more important. Affiliates can start conversations in the comments, respond to DMs, and use Instagram’s interactive features to connect with followers. Building relationships encourages loyalty and repeat traffic.
- Optimise hashtag use
Hashtags still have a role to play in Instagram’s search function. Affiliates should focus on using a mix of broad and niche hashtags that accurately reflect their content. Regularly reviewing performance can help refine which tags work best for driving engagement.
- Collaborate with influencers
Partnering with influencers remains a powerful way to reach targeted audiences. Affiliates can leverage creators who align with their niche to promote products in an authentic and engaging way.
- Consider multi-channel strategies
With Instagram’s shift in focus, affiliates may benefit from diversifying their efforts across platforms. TikTok, Pinterest, and LinkedIn offer unique ways to reach different audiences and complement Instagram campaigns.
A Path Forward for Affiliates
This change is a reminder of the importance of flexibility in affiliate marketing. While the removal of hashtag follows may seem like a loss, it’s an opportunity to experiment with new formats, improve content quality, and connect with audiences in fresh ways.
Affiliates who adapt to Instagram’s shifting priorities will find new opportunities to engage users and grow their reach. The key is to stay ahead of the curve, embrace creativity, and focus on delivering genuine value to followers. The loss of hashtag follows isn’t the end of discovery—it’s a chance to rethink how you stand out.
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