Late in 2020, Instagram announced several platform functionality changes. You can read about those here.
One of those was allowing users to find posts with keyword search as well as on top of hashtag searches. Personally, I've had mixed success with it. The challenge is crafting the right words/content to make your posts searchable. But hashtag remain the easier way to find posts on Instagram. And it has proven to be effective, both industry wide and with my own research.
Recently, business2community.com, published an article offering tips on how to best utilize hashtags on Instagram.
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