3 min read
Threads has begun hiding hashtags in posts cross-posted from Instagram, replacing visible tags with a “Show hashtags” button, according to media reports. It directly translates to Meta’s growing ambivalence toward hashtags and may reshape how content creators approach cross-platform strategies.
Users would know that Threads already does not have a room for hashtags. The creators were clear from the very beginning that hashtags will not be a huge part of the app ecosystem. Instead, Meta wants to focus more on contextual topics-based content. However, hashtags have been a major part of other Meta apps such as Instagram and Facebook, and still are in use there, albeit with little worth.
Meta and the Obsession with Hashtags
The platform’s decision to hide hashtags follows previous comments by Instagram chief Adam Mosseri, who has publicly downplayed the efficacy of hashtags in significantly boosting reach. Instead, Meta has explored alternative discovery methods, such as topic tags, which Threads first rolled out in October 2023 to help users find and join conversations based on broader themes. Here is the whole background:
- In July 2023, not long after Threads launched, Adam Mosseri remarked that hashtags come with significant safety and integrity challenges that are often overlooked, which made him hesitant about bringing them to the app.
- By August, he reiterated his reservations, suggesting that hashtags might “cause more trouble than they’re worth.”
- Two months later, in October, Mosseri emphasized that hashtags would not meaningfully alter Threads’ overall direction.
- Instead, later that month, the platform introduced topic tags, a feature that allows users to attach a single topic to each post, making it easier for others to discover and participate in conversations.
The new implementation hides the visual clutter of multiple tags from the main post. When content is cross-posted from Instagram to Threads with many hashtags, users now see a “Show hashtags” button instead of the full list.
Uncertainty for Creators and Discovery
While the hashtags are hidden, they remain searchable in the background, though their influence on algorithmic ranking is unclear. This ambiguity introduces new challenges for creators who have long relied on aggressive hashtag strategies on Instagram.
The change could force creators to prioritize clear and compelling captions, utilize Threads’ topic tags, and engage with community features rather than depending on keyword stuffing for visibility. However, for niche communities that heavily rely on specific hashtags for discoverability, the change could be a setback.
Potential Risks and Unanswered Questions
The new feature may also create confusion for users and content creators. Many creators instinctively include numerous hashtags in their posts. With the tags now hidden by default on Threads, they may not be aware that their content’s context is less prominent to the audience.
Several key questions remain unanswered by Meta:
- Does clicking “Show hashtags” influence a post’s ranking?
- How will this affect cross-posting behavior and the visibility of content?
- How will Threads’ spam detection adapt to this change?
- Moving Towards a “Topic Intent” Future
Threads’ decision to hide Instagram hashtags indicates a bold shift toward a new content discovery model. By moving away from visible hashtags, the platform is pushing creators to focus on relevance and meaningful engagement rather than traditional tag signals.
As Threads continues to refine its algorithms and community features, this change could mark a significant turning point in how social media platforms prioritize and organize content. Creators are now left to experiment and adapt their strategies until Meta provides more clarity on how hidden hashtags affect reach and discovery.
