Instagram Upgrades Search to Challenge TikTok’s Dominance
Meta Aims to Transform Instagram into a Powerful Search Platform
Instagram is doubling down on improving its search functionality to better compete with TikTok, as younger users increasingly turn to social platforms for discovery. Adam Mosseri, Head of Instagram, revealed these plans during a recent appearance on the Build Your Tribe podcast, acknowledging the platform’s current limitations in content search.
Why Instagram is Investing in Search
Mosseri highlighted key reasons for prioritizing search improvements:
- Untapped Potential: “There’s so much amazing content on Instagram, but our content search functionality isn’t very good,” Mosseri admitted.
- Team Expansion: Meta has strengthened Instagram’s search team to accelerate development.
- Long-Term Strategy: Improvements will roll out gradually over coming months and years.
“For creators, enhanced search means content can resurface beyond the first 24-48 hours,” Mosseri explained. “For users, it means finding what you want more easily.”
The Changing Landscape of Digital Search
Gen Z’s Search Behavior Shift
Recent studies confirm a dramatic change in how younger users seek information:
- 45% of Gen Z prefers social media for searches (Bernstein Research)
- 51% choose TikTok over Google (HerCampus/eMarketer)
- Instagram has surpassed Google as Gen Z’s preferred search engine in some markets
The TikTok Threat
TikTok has aggressively expanded into search-related advertising, allowing brands to target its search results page since fall 2024. This move directly challenges Google’s core ad business while setting new standards for social search.
Instagram’s Search Innovation Roadmap
Key Areas of Focus
Comment-Driven Search Suggestions:
- Mirroring TikTok’s approach of surfacing trending topics from comments
- “The real context often lives in the comments,” Mosseri noted
Content Resurfacing:
- Extending content lifespan beyond initial posting
- Helping creators gain sustained visibility
Public vs. Private Spaces:
- Feed becoming more public-facing
- Stories/DMs remaining primary friend interaction channels
What’s Coming Next
Instagram plans to soon release an updated version that better leverages comments for search suggestions. While Mosseri didn’t specify exact timelines, he emphasized this is part of a broader strategy to make Instagram more than just a social network—but a powerful discovery platform.
“It’s a long road, but search could become a major strength for Instagram,” Mosseri concluded, signaling Meta’s commitment to this strategic shift.
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