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Instagram updates hashtag search to simplify account and post discovery

Instagram updated how hashtags work for discovery. Now, when users tap on a hashtag, they’re directed to broader search results, including profiles, instead of just a “Top Posts” feed.

The platform announced this change was rolled out to encourage users to explore different parts of the platform, not just posts.

Why we care. This update represents as opportunity to get your brand’s account discovered by high-value consumers.

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