Adsmurai 
The mentions take all the power in conversations with your users. You have to be more connected to mentions than ever before.
Even more consumer-centric strategies
Earlier this year, Instagram announced an update to its API (Application Programming Interface) to better protect user privacy. In May, Europe experienced a wave of e-mails entitled "Privacy Policy Update" following the introduction of the new General Data Protection Regulation (GDPR). These changes affected the way brands interacted with their users. Consumers definitely have the power.
Brands represented by their consumers
On the other hand, brands have the opportunity to establish a better dialogue with their customers.
One way to improve transparency and trust is through the incorporation of user-generated content (UGC) in the marketing strategy.
Activating a strategy with consumer images guarantees the user a more authentic and honest experience with the brand. When companies leverage their consumers' content, they demonstrate that their values align with those of their audience.
According to Forrester, people believe and trust other people much more than they do brands. So having a UGC (user-generated content) gallery on the web is becoming a key differentiator for brand results.
Brand represented by its consumers
Handle @ vs Hashtag # what is each one really for?
One of the changes in Instagram's API is that the mention gains absolute prominence and the hashtag takes a back seat. One more movement to promote authenticity, as the social network has always done.
With this measure, the platform is in a position to reduce spam from users, bots or fake accounts that label their posts with hashtags (often countless of them). In this way, it allows brands to have better control of their communities.
On the other hand, by including an Instagram handle (@) in a caption or comment, the dialogue with the brand gains weight. Instagram already predicted that photographic mentions and tags were actually better indicators that a consumer was prepared to engage in conversation with a brand. Instagram recently included the mention of the user when replying in a comment.
Users behave differently when they include a hashtag or a mention. The first indexes, the second searches for dialogue.
What about the Hashtags #?
The hashtags are still working. They should serve as an indexer, as a tag to help you search for and find content. But it must be clear that it is not an indicator that the consumer wants to enter into a dialogue with the brand.