To not get the ... under instagram posts?

[dancingqueen345]

I've been seeing it more and more lately on my more pretentious (okay- cool) friend' instagram photos where they purposely put ...... so you have to click 'more' to see the comment.

Is this a new cool thing or has anyone got a better explanation??

My DD showed me a pic on instagram the other day and explained the ... are to indicate more pictures

If it looks like this
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It is so that all of the hashtags don't appear to other people when your pic appears in their feed. Ie) unless you click "see more" you won't see they've hashtagged the eff out of the post to get more impressions

Oops I swapped pov but you get the gist

I've never seen this before.

Mind you I don't understand half of the comments/references on instagram!