Instagram recently announced it will be removing the ability to follow hashtags, a feature that many businesses, including medical, dental, and orthodontic practices, have relied on to expand their reach and engage with their target audiences. While this change might seem like a setback, it’s also an opportunity to rethink and refine your social media strategy. Here’s what this update means for your practice and how you can adapt to maintain visibility and engagement on the platform.
Why Did Following Hashtags Matter?
For years, Instagram users could follow specific hashtags, such as #Invisalign, #HealthySmile or #SkinCareTips, to discover content aligned with their interests. For medical and dental practices, hashtags offered a direct way to reach users who were interested in particular treatments or health topics. By including relevant hashtags in your posts, you could increase the chances of appearing in users’ feeds, even if they didn’t follow your account.
The Impact of Removing Hashtag Following
Without the ability for users to follow hashtags, your content may no longer automatically appear in their feeds just because you’ve used a popular or niche hashtag. This means practices might see a reduction in visibility and organic reach from hashtag use alone. But don’t worry—this doesn’t mean hashtags are obsolete. It simply shifts their role in your Instagram strategy. Here’s how to adjust:
How Your Practice Can Adapt
1. Focus on Building a Strong Follower Base
Without hashtag followers as an easy discovery tool, it’s more important than ever to focus on growing your own follower base. Here’s how:
- Create engaging, shareable content: Posts that encourage likes, comments and shares will naturally boost your visibility.
- Collaborate with other local businesses or influencers: Partnerships can introduce your account to new audiences.
- Encourage patient engagement: Ask your patients to follow your account and tag you in their posts.
2. Leverage Hashtags Strategically
Even though users can’t follow hashtags anymore, hashtags still help Instagram categorize and recommend content. Use hashtags to ensure your posts appear in relevant searches and Explore pages.
- Mix popular hashtags (#Orthodontics, #DentalCare) with localized hashtags (#NewYorkOrthodontist, #DallasDentist).
- Create a unique branded hashtag for your practice and encourage patients to use it. For example, #SmileWithDrJones or #HealthyGrinsDentistry.
3. Maximize Instagram Stories and Reels
Stories and Reels continue to be powerful tools for visibility. By using these features:
- Tag your location and use hashtags: Content tagged with a location or relevant hashtag can still appear in searches.
- Post regularly and include patient-friendly tips or behind-the-scenes content: This keeps your audience engaged and coming back for more.
4. Engage Directly with Your Audience
Engagement is key. Instagram’s algorithm rewards interaction, so:
- Respond to comments and direct messages promptly.
- Use interactive features like polls, quizzes, and Q&A on Stories to encourage engagement.
- Share user-generated content (with permission) to foster community and trust.
5. Rely on Instagram Insights
Track what’s working by monitoring your account’s performance using Instagram Insights. Pay attention to which posts and Stories drive the most engagement and refine your content strategy accordingly.
What’s Next for Instagram?
Instagram’s decision to remove hashtag following is part of their ongoing effort to refine the user experience. The platform continues to prioritize personalized content recommendations based on user behavior. This means your practice has an opportunity to get in front of the right audience by consistently creating engaging, high-quality content that resonates with your followers.
Conclusion: Stay Visible and Adapt
While the removal of hashtag following might feel like a challenge, it’s also a chance to strengthen your Instagram strategy. By focusing on building your audience, creating engaging content, and leveraging other features like Stories and Reels, your medical, dental or orthodontic practice can continue to thrive on Instagram.
At Virginia Creative Group, we specialize in helping healthcare practices navigate social media changes and develop strategies that keep them ahead of the curve. Ready to elevate your Instagram strategy? Contact Virginia Creative Group and let’s work together to ensure your practice stands out!
