Instagram enhances search features to rival TikTok

Instagram is rolling out significant updates to its search functionality in a bid to compete with TikTok's advanced content discovery capabilities. The new features aim to make Instagram's search more intuitive, topic-focused, and visually engaging, addressing long-standing user feedback about its limitations.
In the recent episode of “Build Your Tribe” podcast, Instagram head Adam Mosseri revealed that the company is working on improving the search functionality of the app. "We're beginning to prioritize improvements to search on Instagram, given the abundance of incredible content on the platform," Mosseri explained. "Frankly, what we refer to as content search—searching for specific types of content rather than just accounts—is currently not up to par on Instagram."
The revamped search will now support topic-based queries, allowing users to explore content beyond hashtags and usernames. For instance, users can search for themes like "budget Reels" or "easy home workouts" and receive curated results tailored to their interests. Additionally, Instagram is introducing filters to highlight trending content and AI-powered result rankings to surface the most relevant posts.
The update also includes a cleaner, visual-first layout, designed to help users browse content more efficiently. These changes align with Instagram's broader strategy to enhance discoverability and retain creators within its ecosystem, especially as TikTok continues to dominate the short-form video space.
Meta, Instagram's parent company, has been actively investing in features to close the gap with TikTok, including the recent launch of its standalone video editing app, Edits. The improved search functionality is expected to roll out globally in the coming weeks.