Instagram is revamping its search functionality to better compete with TikTok’s powerful discovery algorithm, in a move that signals a deeper push into the search-based content experience. The Meta-owned platform announced plans to make its in-app search more intuitive, timely, and keyword-responsive—starting with users in the U.S. before expanding globally.
The upgrade will allow users to surface real-time, trend-based results and search content beyond hashtags or usernames, bringing the platform closer to how TikTok users interact with short-form content via search. Instagram said the new system will highlight popular, culturally relevant posts while surfacing creator content tied to emerging interests—aiming to mirror TikTok’s strength in capturing intent and discovery.
Meta noted that this development aligns with a broader investment into Instagram’s recommendation and personalization infrastructure. The move is also a direct response to younger audiences increasingly using TikTok as a hybrid of entertainment and search—particularly for trending topics, product discovery, and how-to content.
As part of the update, Instagram will test a simplified in-app search design that surfaces more relevant results without forcing users to leave the feed. Unlike traditional search engines, the platform will tailor results to reflect user behavior and current trends, powered by Meta’s growing AI capabilities.
Instagram’s push reflects a larger shift in how digital platforms are competing for user attention. As Gen Z and millennial users shift toward interest-driven discovery rather than curated feeds, platforms like Instagram must adapt or risk becoming secondary in the attention economy.
The changes also open new avenues for monetization. By tapping into real-time intent, Instagram could offer more precise ad targeting and creator collaboration tools—appealing to brands looking for high-conversion visibility. For Meta, this is another step in its effort to remain relevant in the evolving short-form video landscape, where TikTok’s dominance has forced rivals to rethink engagement strategies.
With testing underway in the U.S. and a broader rollout expected soon, the coming months will be critical in determining whether Instagram’s upgraded search experience can meaningfully shift user behavior and close the discovery gap with its fast-growing rival.
