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Instagram expands new 'Guides' feature to all users, upgrades Search

Sarah Perez
·2-min read

Earlier this year, Instagram launched a new feature called "Guides," which allowed creators to share tips, resources and other longer-form content in a dedicated tab on their user profiles. Initially, Instagram limited Guides to a select group of creators who were publishing content focused on mental health and well-being. Today, the company says it's making the format available to all users, and expanding Guides to include other types of content, as well -- including Products, Places and Posts.

Separately, Instagram also today announced an update to its Search functionality that will better direct users to their interests.

TechCrunch in August noted an expansion of Instagram Guides appeared to be in development, with a focus on allowing users to create travel guides and product recommendation guides, in addition to a more generic "posts" format.

This "Guides" format was designed to give Instagram creators and marketers a way to share long-form content on a social network that had been, until now, focused more on media -- like photos and videos. By comparison, an Instagram Guide could look more like a blog post, as it could include text accompanied by photos, galleries and videos to illustrate the subject matter being discussed.

The feature could help increase users' time in the app, since users wouldn't have to click through to external websites and blogs to access these posts -- for instance, through a link in the creator's bio or through a link added to one of the creator's Stories.

With the expansion to Products, Places and Posts, Instagram's Guides can now cover more areas. Instagram says it made the feature easier to use, too. It may also feature Product Guides inside its new shopping destination on the platform, Instagram Shop, the company noted.

Visitors to Guides can share the Guides across their own Stories and in Direct Messages, expanding their reach even further.

Image Credits: Instagram

Also new today is an update to Instagram Search. Before, users could search for names, usernames, hashtags and locations. With the changes rolling out today, users will also now be able to use keywords that will surface content relevant to their interests. Along with Guides, the larger goal is to help keep Instagram users from leaving the app.

Instagram says the search update is available in English to all users in Canada, the U.S., U.K., Australia, New Zealand and Ireland starting today. The expansion to Guides is rolling out now to all users.