Instagram is working to improve its search tool, especially as younger users turn to social media for answers instead of traditional search engines like Google. Adam Mosseri, the head of Instagram, recently spoke about these plans on the “Build Your Tribe” podcast, explaining that the app’s current search function falls short and needs to change to compete with platforms like TikTok.
Aiming to offer better content discovery
If you often search for content on Instagram, you might have noticed it’s not always easy to find what you’re looking for. That’s something the platform is now trying to fix. According to Mosseri, one key issue is that Instagram’s search has focused chiefly on finding accounts, not specific types of content. However, as users, especially Gen Z, now search more for videos, ideas, or trends, Instagram is shifting to meet that demand.
“There’s so much amazing content on Instagram,” Mosseri said. “But what we call content search – not just looking for someone’s profile but searching for actual content – isn’t very good right now.”
To address this, Instagram has expanded its search team. While changes won’t happen overnight, improvements are on the way. Mosseri explained that the goal is to make the search easier for users and more helpful for creators. Right now, most content gets attention in the first day or two. Better search could help posts continue to get views over a more extended period.
Imagine searching for a recipe, fashion tip, or travel destination and finding the exact post or video you saw days ago – that’s the kind of experience Instagram aims to deliver.
Competing for Gen Z’s attention
Younger users are already showing different search habits. A few years ago, Google admitted that platforms like TikTok and Instagram were taking users away from its core services, like Search and Maps. And now, the gap is only growing.
A 2024 study by Bernstein Research found that 45% of Gen Z users are more likely to use social media when searching online. Another survey by HerCampus, reported in eMarketer, showed that 51% of Gen Z users prefer TikTok over Google Search – mostly because of its short, snappy videos.
Instagram still holds a strong position in the race, even topping Google in one US study as the preferred search platform among Gen Z. However, there’s still work to do before Instagram can clearly claim the lead.
Mosseri knows this, which is why the app’s direction is changing. “It’s a long road,” he said, “but it could be really useful for anyone trying to find something or make sense of what they’re seeing.”
Making search smarter through comments
Another way Instagram hopes to compete with TikTok is by improving how it suggests search results. On TikTok, if you’re watching a video, the app often suggests searches based on the comments underneath. Instagram wants to do something similar.
Mosseri explained that often, the best clues about a video’s content come from the comments. Instagram plans to start recognizing this and showing suggested searches at the top of the comments area.
If you’re curious about something in a post – a location, a product, or even a trend – you can search for it more easily. He shared that a new app version with this updated feature will be available “soon.”
As search becomes a bigger part of social media use, Instagram is clearly working to stay ahead. While it once was just a place to see what your friends were up to, it’s now aiming to be a helpful tool for discovering and understanding the world around you.
