Instagram Enhances Search Features to Compete with TikTok’s Dominance
Instagram is actively working to enhance its search functionality, as revealed by the platform’s head, Adam Mosseri, during a recent episode of the “Build Your Tribe” podcast. This initiative comes at a crucial time when younger users, particularly from Gen Z, are increasingly relying on social media platforms like TikTok for information rather than traditional search engines.
Instagram’s Commitment to Improving Search Features
According to Mosseri, Instagram acknowledges that it has room for improvement in its search capabilities. He stated, “We’re starting to invest more in search on Instagram because there’s so much amazing content. Quite frankly, what we call content search—searching for types of content rather than accounts—is not very good on Instagram.”
Strengthening the Search Team
To address these challenges, Meta has recently bolstered the team responsible for Instagram’s search functionality. Mosseri emphasized the long-term vision, saying, “It’s a long road, but I do think that could also be a really good one for people who are looking for things.” This enhancement aims to make it easier for users to find relevant content and allow creators to gain visibility beyond the initial hours after posting.
Changing Search Behaviors Among Younger Users
The dynamics of how Gen Z and younger audiences search for content are evolving. In 2022, a Google executive acknowledged that platforms like TikTok and Instagram were encroaching on Google’s traditional search and map services.
- In a U.S. study, Instagram emerged as the preferred search engine for Gen Z, surpassing Google Search and other competitors.
- A Bernstein Research study, referenced by Fortune in April 2024, found that 45% of Gen Z users are more inclined to use social media for searches.
- According to a 2024 HerCampus study, 51% of Gen Zers favor TikTok over Google Search due to its engaging short-form video format.
Instagram’s Strategic Focus
Mosseri’s insights suggest that Meta recognizes the need for Instagram to evolve beyond its identity as merely a social network. He noted that only a very small percentage of average users post to Instagram’s Feed daily, indicating a shift toward a more public platform. Meanwhile, features like Stories and direct messages are where users predominantly engage with friends.
Enhancing Recommended Searches
Another area where Instagram seeks to compete with TikTok is in the realm of recommended searches. TikTok’s suggested searches are derived from discussions happening within the comments section, which Instagram aims to replicate and enhance.
“Sometimes, the real interesting context is not in the video but in the comments. What we’re trying to do is surface that more easily,” Mosseri explained. He confirmed that an updated version of Instagram’s app, which leverages comments to improve search suggestions, is set to be released “soon.”
For more information on Instagram’s upcoming features and updates, visit the official Instagram blog.
