Conspiracy Hashtags and Pro-Trump Performative Communication on Instagram

This study investigates the function of hashtags as performative political communication on Instagram during the 2024–2025 U.S. presidential electoral cycle. Through computational web-scraping processes, a dataset of over 300,000 posts (N = 17,750) yielded hashtags that were categorized according to (1) pro-Trump terms and (2) conspiracy-theory terms. Eight hashtags include #blacksfortrump, #donaldtrump, #freemasonic, #illuminatis, #impeachbiden, #latinosfortrump, #MAGA, and #secretsocieties. They are analyzed through negative binomial regression on comment engagement. Results reveal that identity-affirming and partisan condemnation hashtags (#blacksfortrump, #MAGA, #impeachbiden) were associated with higher levels of digital interactions, whereas conspiracy hashtags were associated with lower levels of engagement. Specifically, the hashtags #freemasonic and #illuminatis show negative associations with engagement, while #secretsocieties slightly elevated engagement with pro-Trump anti-elite narratives. These results indicate that not all forms of political communication are equally effective in mobilizing interactions on Instagram. Comment engagement was driven more heavily by identity performance and moralized partisan signaling than by conspiratorial narratives. These findings add to our knowledge on political communication in contemporary digital media environments.