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You can now follow hashtags on Instagram

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Instagram has been tinkering again – you’ve now got the ability to follow hashtags in the same way you would a person.

Instagram said about the change:

To get started, search for a topic you’re interested in or tap on a hashtag from any post. You’ll see relevant hashtags displayed in your search results along with related accounts. When you find a hashtag you like, open the hashtag page and tap on the follow button. You’ll begin seeing top posts from that hashtag in your feed and some of the latest stories in your stories bar. You can always unfollow a hashtag at any time.

This is the latest in a series of News Feed tweaks on the platform in the past 18 months or so – the biggest and most controversial being the switch from a chronological to an algorithmically-controlled timeline, which, if I’m being honest, I’m still not happy about.

It will be very interesting indeed to see how much priority hashtags get in the Instagram algorithm, particularly when compared to content from people.

From a brand point of view though, this change potentially makes it far easier to find content other Instagram users are posting about you, so it will definitely be worth tracking down some relevant tags and following them.

It should also be noted that this isn’t a standalone change; we should expect more on the horizon, as Instagram signed off with the following ominous line…

Following hashtags is just the beginning of how we’re giving you the tools to discover and be inspired by our community.

What will these new tools look like? We wait with baited breath!