Episode Overview

Main Theme:
In episode 862 of "Build Your Tribe," Brock Johnson tackles the widespread myth that hashtags are still effective for Instagram growth. Drawing on recent platform updates, official statements, and industry data, Brock declares that hashtags are "dead" as a growth tool, and lays out seven modern, proven strategies entrepreneurs and creators should use instead to boost their Instagram audience, engagement, and sales.

Why Hashtags No Longer Work

Three Key Proof Points (00:40 – 08:50)

1. Official Statement from Instagram

   • “When asked if hashtags are a reliable way to increase your reach, the head of Instagram said this: they don’t significantly increase your reach on Instagram. Gotcha.” — Brock Johnson, (01:03)
   • Instagram is removing or limiting hashtag-related features—such as the ‘recents’ section and the ability to follow hashtags.

2. Feature Reductions

   • New restrictions limit hashtag use on posts to as few as 3–5, an 80–90% decrease from the traditional 30.
   • “This signals a significant change that is taking place on Instagram now.” — Brock Johnson, (03:58)

3. Industry Data

   • Social Pilot study: Posts without hashtags outperform those with—by 23% on average.
   • “The more hashtags you used, the less views you got.” — Brock Johnson, (06:42)

Personal Note

• Brock mentions he once sold a hashtag course but has changed his view based on data: “They just don’t work anymore.” (08:04)

Transition

• Hashtag use is not harmful if still getting you results, but it’s not worth stressing over. Focus instead on the seven strategies below.

The 7 Strategies That Work Now

1. Search Engine Optimization (SEO) (09:37 – 18:28)

• Hashtags were for content categorization; now, Instagram’s AI figures out your content without them.
• KEY: Use keywords naturally in captions, the on-screen text, and spoken script.

Do’s:

• “Use the keywords organically instead of trying to cram them into your caption.” — Brock Johnson, (12:05)
• Focus on clarity, specificity (aim for ‘long-tail’ keywords, e.g., “easy gluten-free Thanksgiving mac and cheese recipe” instead of “easy recipe”).

Don'ts:

• Keyword stuffing: Listing out keywords, whether visible or hidden (tiny, color-matched text), is punished by the algorithm.

Notable Example:

• “You want your keywords to be understood by a drunk grandma.” — Brock Johnson, (13:29)

Where to Focus SEO:

1. First sentence of your caption—a key spot weighted by the algorithm.
2. Instagram profile’s “name line”—entirely searchable, both on and off IG.

Story:

• Brock found a videographer by searching “San Francisco videographer”; only the one with the keyword in their name line showed up. (16:40)

2. Share-Worthy Content (18:29 – 26:50)

• “Shares are the best kind of engagement on Instagram.” — Brock Johnson, (19:10)
• Shares massively boost reach and deliver your content to better, self-qualified viewers.

S.H.A.R.E. Acronym for Share-Worthy Content:

• Simple: A drunk grandma can understand it. Use plain language, concise ideas.
• Hook: Focus on visuals and audio, not just text. Short hooks (5–8 words), preferably with a negative word to amplify attention.
• Authentic: “Reduce the amount of time between idea and execution.” — Brock Johnson, (23:09). Less planning = more authentic, relatable content.
• Relatable: Specificity wins. “When I spend three hours editing a Reel and it gets seven likes.” — Specific example that connects.
• Entertaining: Make entertainment your #1 priority, especially for brands. Feature from interview with IG Business head Thomas Finetto. (25:05)

Tactical advice: Instead of always seeking to inform or inspire, ask, “Would this post be entertaining enough to stand out in a feed of thousands?”

3. Upcycling (26:51 – 31:53)

• “Upcycling is all about saving your time, energy, and effort so you can focus on other things.” — Brock Johnson, (27:08)
• Repost or slightly modify posts older than 90 days. Most followers haven’t seen them.
• “Every post should be posted at least thrice, at least three times.” — Brock Johnson, (29:02)
• Brock’s own workflow: 60–70% of his posts are upcycled, allowing massive growth with less than an hour a day on Instagram.

4. Hyper Consistency (31:54 – 34:38)

• The more you post, the more you grow—algorithm crowding isn’t real.
• “Three posts is better than two posts… There is no such thing as algorithm crowding.” — Brock Johnson, (32:44)
• Use upcycling and resist perfectionism to post more and stress less.

5. Carousels (34:39 – 37:53)

• Carousel posts (multi-image, multi-slide) currently enjoy higher engagement rates—even more than reels—for existing followers.
• Higher likes, comments, saves, and shares; fewer competitors per carousel post.
• Metricool study: Reels get more new eyes, but carousels engage your base better.
• Brock recommends mixing in more carousels to diversify content and win engagement.

6. Variety & Experimentation (37:54 – 41:49)

• Stale posts = fading growth. IG rewards variety.
• Test new formats: voiceovers, inspirational carousels, vlog-style reels.
• “The sign of a healthy, thriving, growing Instagram is this: Some posts do well, some posts flop, some posts go viral, some posts get seven likes.” — Brock Johnson, (40:54)
• Even if new things flop, stick with the process. Regular experimentation keeps your content—and your audience—alive.

7. Trial Reels (41:50 – end)

• Trial reels: Shown only to non-followers, designed to convert them into following.
• Recommended: “no more and no less than five trial reels per day.” — Brock Johnson, (42:28)
• Recent changes: You can no longer upcycle (duplicate) trial reels; they must be new/unique each time.
• Trial reels: Best way to reach new people, but must be produced fresh daily.
• Brock points to a dedicated episode on trial reels for detailed guidance (43:50).

Notable Quotes & Memorable Moments

• "Hashtags do not work anymore. Here’s what does: SEO, share-worthy content, upcycling, hyper-frequency, carousels, variety, and trial reels." — Brock Johnson, (00:03)
• "If you are still using hashtags ... you’re seeing good results, that’s great. Go ahead and keep using them. ... Hashtags should not be a source of stress or frustration." — Brock Johnson, (08:46)
• "You want your keywords to be understood by a drunk grandma." — Brock Johnson, (13:29)
• "Shares don’t only equal more viewers, they equal better viewers." — Brock Johnson, (20:33)
• "The less time we spend editing ... the more true to ourselves they are." — Brock Johnson, (23:31)
• "Upcycling ... is how I've been able to grow so much, be hyper consistent, and spend very little time on Instagram." — Brock Johnson, (29:41)
• "There is no such thing as algorithm crowding. ... As long as the quality is not declining, the more you post, the more you grow." — Brock Johnson, (32:44)
• "Variety is the spice of life — and it is the price of likes." — Brock Johnson, (38:00)
• "The sign of a healthy, thriving, growing Instagram is this: some posts do well, some posts flop, some posts go viral, some posts get seven likes." — Brock Johnson, (40:54)

Key Takeaways

• Hashtags are no longer an effective growth strategy on Instagram.
• Focus on SEO: Use clear, specific keywords in captions (especially in the first line) and your profile’s name line.
• Shares are the most powerful form of engagement—optimize for share-worthy, simple, relatable, and entertaining content.
• Upcycling and hyper consistency allow for more output and growth with less stress.
• Carousels provide higher engagement for your current followers and are less competitive than reels.
• Consistently experiment with content formats, styles, and topics.
• Take advantage of trial reels for follower growth, but ensure each one is unique.

Important Segments

• Why hashtags are “dead”: 00:40 – 08:50
• SEO and keyword usage: 09:37 – 18:28
• Share-worthy content & S.H.A.R.E.: 18:29 – 26:50
• Upcycling explained: 26:51 – 31:53
• Hyper consistency: 31:54 – 34:38
• Carousels & engagement: 34:39 – 37:53
• Variety in content: 37:54 – 41:49
• Trial reels strategy: 41:50 – end

For further deep dives:

• Past episodes on carousels and trial reels linked in show notes.
• Interview with head of Instagram for more platform insights.

Bottom Line:
Don’t stress about hashtags. Modern Instagram growth is about clarity, shareability, consistency, variety, and understanding new features. Adopt these seven strategies to boost your reach, engagement, and customer base—while saving time and creative energy.