April 10, 2025 – Instagram is rolling out two significant updates to strengthen its position against TikTok: a new locked Reels feature that requires secret codes to access and an enhanced search functionality to better compete with TikTok’s content discovery capabilities. Announced on April 8 and 9, these changes aim to boost user engagement, attract creators, and capitalize on TikTok’s uncertain future in the U.S., as Instagram seeks to solidify its role in the social media landscape.
The locked Reels feature, currently in testing, allows creators to hide content behind a secret code, which viewers must enter to unlock the Reel, as reported in a TechCrunch article on locked Reels. Instagram tested the feature on its Design account, using a hint like “1st # in the caption” to prompt users to enter the code “threads,” revealing a teaser about the account’s new Threads profile, according to a Social Media Today article on locked posts. This feature, also highlighted in an Engadget report on Instagram’s locked Reels, is designed to increase engagement by encouraging interaction, while offering creators a way to share exclusive content with dedicated fans, such as using hints like “my birthday” to reward loyal followers.
Simultaneously, Instagram is revamping its search functionality to better surface content, a move aimed at rivaling TikTok’s robust search capabilities, as detailed in a TechCrunch article on Instagram’s search improvements. Adam Mosseri, Instagram’s head, admitted on the “Build Your Tribe” podcast that the platform’s content search has been lacking, stating, “It’s not very good on Instagram,” per the TechCrunch article. The update will leverage comment-driven context to suggest searches, a tactic inspired by TikTok, where comments often drive content discovery, according to a TubeFilter report on Instagram’s content search improvements. This enhancement, set to roll out soon, aims to make Instagram a more effective search engine for its 2 billion monthly active users (2024 data), as noted in a Techloy report on Instagram’s search engine ambitions.
Instagram’s timing is strategic, as TikTok faces potential divestment in the U.S. due to a law requiring its Chinese owner, ByteDance, to sell the app or face a ban. Meta, Instagram’s parent company, is actively courting TikTok creators with incentives like better monetization and visibility, as reported in a Social Media Today article on Meta’s creator outreach. In tech hubs like San Francisco and Seattle, where 65% of professionals follow social media trends (2024 Gartner survey), Instagram’s updates could shift the creator economy, especially if TikTok’s 1.5 billion global users (2024 data) seek alternatives.
The locked Reels feature has potential for marketing, with brands and creators using it for product launches or exclusive promotions, but it may also frustrate users who prefer seamless access to content, as noted in the Engadget report. Meanwhile, the search improvements address a growing trend among Gen Z users, with 51% favoring TikTok over Google Search for its short-form video format, per a 2024 HerCampus study cited in the TechCrunch search article. Instagram’s efforts to bridge this gap could redefine how users discover content on the platform, particularly in competitive markets like the U.S., where social media ad spending is projected to reach $80 billion in 2025 (eMarketer data).
Instagram’s updates reflect a broader push to innovate while maintaining its edge in the social media space. By enhancing search and introducing locked Reels, the platform aims to keep users engaged and attract creators who might otherwise turn to TikTok. However, Instagram must navigate the challenge of balancing new features with a streamlined user experience to avoid alienating its audience. For more on social media trends, explore our coverage of TikTok’s uncertain future, Meta’s creator economy strategies, and AI-driven social media innovations.
