Instagram Upgrades Search To Better Compete With TikTok
Instagram is rolling out a major upgrade to its search functionality in a clear move to challenge TikTok’s dominance in content discovery. This shift focuses on helping users find specific content more easily, moving beyond just usernames and hashtags. The goal is to deliver a more intuitive, engaging, and relevant browsing experience.
In a recent episode of the “Build Your Tribe” podcast, Instagram head Adam Mosseri acknowledged the platform’s shortcomings. He stated that Instagram’s current search features—especially when it comes to discovering specific types of content—are lagging behind. Consequently, the platform is introducing topic-based queries. Instead of searching solely for profiles or hashtags, users can now explore broader themes such as “budget Reels” or “easy home workouts.”
To support this, Instagram is incorporating AI-powered rankings to boost relevant content in search results. This approach not only improves the accuracy of results but also aligns with users’ evolving browsing habits. Moreover, filters will help highlight trending content, allowing users to discover what’s popular without extra effort.
A Visual-First Experience for Better Engagement
Alongside smarter results, Instagram is also revamping the visual layout of its search interface. The update prioritizes a cleaner, image-focused design, which helps users navigate results more efficiently. With this, Instagram aims to reduce friction and make content browsing more immersive—an area where TikTok already excels.
These changes are part of a broader effort to retain creators and improve user satisfaction. Since short-form video content continues to grow in popularity, Instagram is betting that better discoverability will keep users engaged on the platform. This is especially important as TikTok remains a leader in personalised video feeds and content trends.
Meta’s Broader Strategy to Compete
Meta, Instagram’s parent company, is backing these improvements with additional tools, such as its newly launched video editing app, Edits. By investing in creator tools and upgrading key platform features, Meta is strengthening its competitive stance in the social media landscape.
The improved search functionality is expected to roll out globally in the coming weeks. As competition intensifies, Instagram’s push toward smarter search and better content discovery could play a crucial role in keeping pace with TikTok’s influence.
