Inner Sircle

Confused about Instagram hashtags and whether you should still be using them? Let’s clear it up.

Confused about Instagram hashtags and whether you should still be using them? Let’s clear it up. In 2025, Adam Mosseri shared that Instagram was prioritizing SEO keywords over hashtags. Instead, keywords in captions, bios, and especially on-screen text started playing a much bigger role in discoverability. Fast forward to 2026, and Instagram made another update that’s important to understand. Hashtags are back — but with guardrails. You can now use up to five hashtags per post, and they’re meant to support SEO, not replace it. They only work if they’re highly intentional. Why this works is pretty simple. * It guarantees keyword coverage, so you’re not relying only on captions. * It reinforces SEO discipline without cluttering the actual caption. * And it creates consistency across posts and across accounts. It is also important to note that Instagram content is now Google-searchable. Public posts from Business and Creator accounts can show up in Google Search. That includes static posts, carousels, Reels, and captions. This unlocks reach beyond the Instagram feed. * It increases discoverability through Google. * It gives content a longer shelf life. * And it strengthens your brand’s overall SEO footprint. The takeaway is that Instagram isn’t just a social platform anymore — it’s part of your search strategy.

Social strategies > one off, trending tactics of the time.

Many brands are too focused on current tactics, and they get too myopic and lose sight of the broader goal. It is not about chasing any type of en vogue content style. It is about understanding the bigger goal, and then banking wins that are in service of that goal.

PSA: Instagram has changed how views are counted.

Are you wondering why your Instagram views have suddenly dropped?  Instagram recently updated how “views” are counted, and this shift is causing numbers to look lower across the board. So let’s break down what happened in a really simple way. Previously, Instagram was pretty generous with what counted as a view. If someone saw your Reel or post — even for a split second — Instagram counted that as a view. That included: * Someone scrolling past your post on the Explore page * Someone skimming your profile * Someone seeing a quick preview of your Reel in their feed All of those moments were counted as views… even if the person didn’t actually tap the post or watch anything intentionally. This meant your view counts were inflated by a lot of passive impressions. Instagram has removed those “preview views.” Now, a view only counts if someone taps into your post and actually watches it. * So if they scroll past it? * If they see a two-second preview? * If they skim your profile but don’t open the content? * None of that counts anymore. This is why so many people are seeing view counts drop — nothing is wrong with your content. Instagram is just measuring views more strictly. The good news is: your reach has not changed. Instagram is simply reporting views differently. And honestly, this shift gives us a clearer picture of true engagement.  We’re now measuring intentional viewers — the people who cared enough to tap in. So if your views have dropped recently, take a breath. You’re not alone — this is platform-wide. And as always, you can always count on the Sircle team to keep you informed on any platform updates!

How to win in the 5th quarter!

* Today I want to talk about a marketing window that most teams overlook — but absolutely shouldn’t: the week between Christmas and New Year’s, what a lot of marketers call “Q5.”  * Everyone thinks once the gifts are opened, the big sales moment is over. But across social platforms, that week is one of the most active periods of the entire year. People are off work, they’re scrolling more, and they’re still spending. Over half of weekly users on major platforms continue buying online from December 26th through the 31st, and a huge portion keep shopping in-store, too. It’s basically an extra sales window hiding in plain sight. * What makes Q5 so interesting is how user behavior shifts. People aren’t searching for gifts anymore. Instead, they’re moving into two modes: “make my gatherings better” and “treat myself.” According to a recent Pinterest Study [https://www.socialmediatoday.com/news/pinterest-shares-q5-marketing-and-trend-tips/806616/], there is a huge spike in searches and content engagement around food, drinks, outfits, and anything that elevates New Year’s plans — like “NYE cocktails” going up nearly 10x. At the same time, people start buying for themselves again. Health and beauty trends surge as people crave self-care resets before starting a new year. * Now here’s where it gets even more interesting from a marketing perspective: decision fatigue. After weeks of shopping and planning, people are tired of making choices — but they’re still looking for inspiration. That’s why visually-led, discovery-based content performs so well during this week.  * Instead of asking users to think hard or search for the perfect phrase, you meet them with easy-to-consume, visually clear ideas.  * So even though the original study was about Pinterest, the takeaway applies everywhere. Q5 is a massive opportunity across all social platforms. Engagement is high, people are relaxed, they're inspired, and they're still in a buying mindset — but the type of content they respond to shifts. If brands show up with helpful, aspirational, visually intuitive content, they can end the year strong and walk straight into January momentum instead of starting from zero. * If you’re planning content for that window, lean into: * Easy inspiration over heavy decision-making * Self-care and “treat yourself” moments * New Year planning and light resets * Ideas that elevate the last gatherings of the season * Simple, visually clear content that removes friction * So, when everyone else is powering down for the year, remember this: Q5 is one of the best times to capture attention, drive sales, and set the tone for the year ahead. Most brands treat it like a quiet week — but it’s actually one of the most active weeks of the entire year. If you show up, you win.

TikTok Ban Update: November 2025

* It’s been almost a year since that January TikTok ban was supposed to happen. Curious where things stand now? We’ve got you covered. * Here’s the background starting in June of this year: * In June, Trump once again delayed the TikTok ban deadline — giving it another 3-month extension, which meant TikTok should have been banned in September unless the app was sold by its Chinese owners. This marked the third time he chose not to enforce the ban, even though both political parties in Congress had agreed it was important for national security.  * Lawmakers once said TikTok was a huge national security threat and even passed a law forcing ByteDance to sell the app or get banned in the U.S.  * Today, as of November 2025, almost a year after the deadline, TikTok is still here — mostly because the Trump administration keeps extending the timeline and slowing down the process. * Most of the politicians who pushed for the ban are now staying quiet. Only one responded, saying Congress still hasn’t been told how Trump’s proposed deal would actually protect Americans. * Trump’s deal basically spins TikTok’s U.S. operations into a new company, but ByteDance would still own part of it and the U.S. version would license TikTok’s algorithm from China — which may not even meet the requirements of the law. * China might not approve the sale anyway, so the whole thing is still unclear. * Overall, Congress made a huge deal about banning TikTok, but now that Trump is delaying it, they aren’t pushing back — and the final deal may not actually cut TikTok off from China the way the law intended. * You can count on the Sircle team to keep you updated on where TikTok continues to stand.