In a move that is causing ripples across the creator and brand community, Instagram is reportedly testing a drastic reduction in the number of hashtags allowed per caption, down to just three on select accounts.

What’s happening

• Users on Reddit and X have reported seeing a notification stating, “You can only add 3 hashtags to your caption.” While some say it’s 5.
  
• The change appears to be a test and is not yet universal; other accounts are still allowed the previous maximum of up to 30 hashtags.
  
• No official global announcement has been made by Instagram/Meta Platforms yet, suggesting an A/B test or region-specific roll-out.

Why this matters

By limiting hashtags this sharply, Instagram seems to be shifting the way it handles content discovery and spamming:

• Encourages more strategic, relevant hashtag usage rather than broad “hashtag-spray”.
  
• Signals a greater emphasis on caption text, metadata, and engagement beyond just tags.
  
• Could change how brands and creators plan for reach and visibility.

Implications for brands & creators

• With fewer hashtag slots, choosing only highly relevant tags becomes essential.
  
• Caption writing and other organic discovery signals (keywords, mentions, location) gain importance.
  
• Some testing tips:
  • Use top 3 hashtags that match your content directly.
    
  • Strengthen your caption so it adds context and value.
    
  • Monitor post performance closely to spot impacts from this change.

This potential shift in hashtag policy highlights Instagram’s evolving focus: moving away from reliance on large hashtag sets and towards curated, quality-led content discovery. Brands and creators will need to adapt their hashtag and caption strategies accordingly.