In 2025, Instagram improves its search features in a direct move to compete with TikTok’s superior content discovery experience. With users increasingly turning to TikTok for product research, tutorials, and trend discovery, Instagram has decided to boost its in-app search to stay relevant in the algorithm-driven era of social media.
This change marks one of the biggest functional updates for Instagram since the introduction of Reels. The platform is now focusing not just on content visibility but also on semantic understanding — helping users find exactly what they need, even with vague queries.
Let’s break down what’s changing and why it matters.
What’s New in Instagram Search (2025 Update)
Instagram has rolled out smarter search features powered by AI and user behavior data. Rather than just showing results based on hashtags and account names, the new system interprets meaning, context, and even intent.
| Feature | Description |
|---|---|
| Keyword Recognition | Searches now analyze user intent, not just hashtags |
| Contextual Relevance | Content is ranked based on meaning, not exact match |
| Popular Trends Boost | Trending topics and viral videos are prioritized |
| AI-Powered Suggestions | Search auto-completes with trend-based predictions |
These changes are especially beneficial for creators and businesses who rely on organic discovery. By focusing on natural language understanding, Instagram makes its search engine more intuitive and competitive.
Why Instagram Is Targeting TikTok’s Search Model
TikTok’s search functionality has evolved beyond social discovery. Users often treat it like a hybrid of Google and YouTube, searching for everything from product reviews to fitness tips. According to Wikipedia, this shift has transformed TikTok into a search-first platform for Gen Z users.
Instagram, on the other hand, has long relied on hashtags and profile-based discovery. However, with engagement plateauing, Meta is reengineering the app’s backend to support TikTok-style discovery flows.
More importantly, these updates allow users to search by topic, emotion, product category, or even local trends, improving content visibility and time spent in-app.
Impact on Creators and Brands
For content creators in Kenya and beyond, this update could significantly affect strategy. While hashtags and captions still matter, Instagram is now rewarding context and semantic keywords over tags alone.
| Strategy | New Focus |
|---|---|
| Hashtag Usage | Supplementary, not primary |
| Captions | Longer, keyword-rich descriptions are ideal |
| Video Titles | Important for IGTV and Reels SEO |
| Profile Optimization | Bios and names should include searchable keywords |
This approach mirrors tactics already used for TikTok SEO, where video text and spoken words influence search results. For creators in the fitness niche, for example, posts that include key phrases like “best fitness watches in Kenya” could now appear in more searches — especially when tied to helpful content like this 2025 guide to choosing the best fitness watch.
Comparison With TikTok’s Discovery System
Instagram’s new search capabilities bring it closer to TikTok, but there are still key differences.
| Feature | Instagram (2025) | TikTok |
|---|---|---|
| Keyword Interpretation | Context-aware | Context-aware |
| Voice & Audio Search | Limited | Fully supported |
| Personalization | Based on past interaction | Based on behavior + engagement duration |
| Trend Surfacing | Follows hashtags + AI | Real-time trend detection via algorithm |
Although Instagram is catching up, TikTok still has an edge due to its dynamic For You Page and native video-first culture. However, with Reels, Instagram is steadily closing the gap.
Device Optimization for Search & Content
With search becoming more powerful, the quality of your device also matters. Modern smartphones like the Xiaomi Redmi Note 14 Pro now support 4K video, advanced AI editing, and even real-time transcription — tools that can boost discoverability on Instagram’s evolving algorithm.
The more creators leverage these tools, the easier it becomes to stay visible on an increasingly competitive platform.
Final Thoughts
Instagram’s decision to overhaul its search system in 2025 is a long-overdue response to the way users now consume content. With Instagram improving its search features, it opens new doors for discovery, especially for creators aiming to grow organically without relying solely on paid ads.
By focusing on AI-powered relevance and context, Instagram is adapting to how modern users engage with content. While it still has ground to cover before fully matching TikTok’s algorithm, these updates show clear intent to compete at the highest level.
And if you’re serious about being found in 2025, understanding how search works inside your favorite apps is just as important as the content you create. Want to dive deeper into how search engines function across platforms? Check out this detailed overview of search engine technology.
Let your content work smarter, not harder.
