In a strategic move to bolster its position against competitors like TikTok, Instagram is set to revamp its search functionality. Adam Mosseri, the head of Instagram, acknowledged the platform’s current search limitations and outlined plans for significant improvements.
During a recent appearance on the Build Your Tribe podcast, Mosseri highlighted the need for a more robust search experience on Instagram. He admitted that while the platform hosts a vast array of content, its existing search tools fall short, especially when users seek specific content types rather than just accounts. This shortfall has become more apparent as younger demographics increasingly turn to social media platforms like TikTok for information, bypassing traditional search engines.
To address this, Instagram has expanded its search team, aiming to roll out enhancements over the coming months and years. Mosseri emphasized the importance of making content discovery more intuitive, allowing users to find desired content effortlessly. For creators, improved search functionality means their content can gain visibility beyond the initial posting period, extending its relevance and reach.
The shift in search behavior among younger users isn’t new. As early as 2022, Google recognized that platforms like TikTok and Instagram were encroaching on its search and maps services. By 2024, studies indicated that a significant portion of Gen Z preferred using social media for searches over traditional search engines. For instance, a Bernstein Research study revealed that 45% of Gen Zers are more inclined to use social media for searches. Another study found that 51% of Gen Zers favored TikTok over Google Search, primarily due to its short-form video content.
Instagram’s initiative to enhance its search capabilities is a direct response to these evolving user behaviors. By refining its search tools, Instagram aims to position itself as a more effective content discovery platform, catering to the preferences of its diverse user base.
