Threads Hides Hashtags on Instagram Cross-Posts

Threads is taking another step to cut down on hashtag clutter by hiding them on posts that are cross-posted from Instagram. This subtle but important change is aimed at reducing confusion and recalibrating how content is found and shared within the Threads app, as noted in a recent coverage from Social Media Today. For creators and brands that rely on hashtags for reach, this signals a new era of topic discovery on the platform.

Users who share posts from Instagram to Threads with a long string of hashtags now see those tags tucked behind a "Show hashtags" button. This means the once-visible block of tags appears hidden by default, requiring an extra tap to surface them. The rationale: discourage overuse and spamming of hashtags, both of which can degrade the in-app experience.

Here's how the update works in practice:

When a post created on Instagram is cross-posted to Threads, only the main content appears automatically.

Excessive hashtags are hidden and replaced with a "Show hashtags" call-to-action.

Users must tap to view the full list of hashtags on these posts.

Threads has never embraced hashtags in the conventional sense. From launch, the app's leaders saw rampant hashtagging—common on Instagram—as a magnet for spam and irrelevant content. Over the past year, Adam Mosseri, Instagram chief (who is no longer in charge of Threads), publicly questioned whether hashtags should have any role on Threads, often pointing to their limited impact on reach and conversation quality.

Alternatives have emerged. Instead of hashtags, Threads has introduced topic tags, allowing one distinct tag per post to guide discovery. More recently, its Communities feature launched to spark focused, topic-driven group discussions and offer another avenue for connecting around shared interests. This shift moves the platform further from traditional hashtag tactics and towards curated, niche engagement.

For creators on Threads, the visibility of a post no longer depends on racking up relevant hashtags. Even though hashtags are still common in social media cross-posts, Threads limits their function—tags aren't clickable, and the search algorithm doesn't treat keywords with or without the hashtag symbol the same way. That means using hashtags on Threads may not ensure your content appears in the right searches.

What should brands and creators do next? Instead of stuffing posts with hashtags for potential reach, the focus should shift to selecting a single, strategic topic tag for each post and participating in relevant Communities. As recent analysis notes, Threads is increasingly competing with X (formerly Twitter) for daily activity, so cutting through with intentional topic labeling could win over new, engaged audiences.

Threads offers strong keyword search but doesn't yet provide data on trending search terms or how users surface content. This lack of transparency comes as the app experiments with new features like expanded profile tags and algorithm customizations. Still, all indications point to Threads favoring quality, invitation-driven discovery over growth hacking tactics.

While these changes ask creators to rethink tried-and-true Instagram techniques, the goal is a less cluttered feed and more meaningful connections. Keeping posts to one clear topic and being selective with keywords should soon become best practices for organic success on Threads.

Looking ahead, more adjustments are likely. As the platform evolves and daily usage rises, Threads is expected to refine its approach to discovery, making participation in topic-focused features more rewarding for those building audiences without paid ads.