Instagram introduces new hashtag search API for businesses

  • The new API limits search queries to 30 unique hashtags within a seven-day period.

    Instagram introduces new hashtag search API for businesses

    Instagram rolled out a new hashtag search API on Wednesday that allows businesses to search for up to 30 hashtags within a seven-day period.

    The new hashtag search API will replace the hashtag search feature that is currently part of the Instagram Platform API. The older feature will no longer be available after December 11, 2018.

    Why marketers should care

    Unlike the previous hashtag search feature, the new hashtag search API has a few restrictions. For starters, businesses will now be limited to the number of queries it can perform during a seven-day period.

    From the Hashtag Search API developer page: “You can query a maximum of 30 unique hashtags on behalf of an Instagram Business User within a rolling, 7 day period. A queried hashtag will count against this limit as soon as it is queried. Subsequent queries on that hashtag within 7 days of the initial query will not count against the limit.”

    Also, search results will not include personally identifiable information, nor will businesses be able to comment on hashtagged media objects via the API. Hashtags used in Instagram Stories will not be identified by the new API.

    While the new hashtag search API is more limited in what it offers compared to the previous search feature, it is still a valuable resource for businesses. Being able to search hashtags gives you the opportunity to identify relevant conversations and trends that can help inform your marketing strategy. It also offers a quick way to discover negative commentary about a brand that may be happening on the platform.

    More on the Instagram Hashtags API

    • Businesses that want to use the new API will have to undergo an App Review process to receive approval for access to the Instagram Public Content Access feature and the Instagram_basic permission requirement.
    • Instagram is rumored to be testing a hashtag selector tool that would allow marketers to add hashtags to a post that would not be listed in the caption.
    • In addition to deprecating the Instagram API search feature on December 11, Instagram is also ending the ability to post and delete comments or review public profile info and media on a user’s behalf via its API.

    About The Author

    Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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