Instagram is setting its sights on improving its search functionality to better compete with platforms like TikTok, especially among younger Gen Z users who are increasingly turning to social apps for answers instead of traditional search engines. Adam Mosseri, the head of Instagram, recently acknowledged the platform's shortcomings in this area and outlined plans for significant improvements.

Mosseri's remarks, made on the “Build Your Tribe” podcast, highlight Instagram's understanding that the way people, particularly younger generations, discover content is evolving. He admitted that Instagram's current search capabilities, especially when it comes to finding specific content rather than just accounts, are “not very good.” This realization comes at a crucial time as other platforms, most notably TikTok, are gaining ground as search and discovery tools.

One of the key challenges Instagram faces is that its search team has been relatively small. However, Meta has recently strengthened this team, signaling a commitment to rolling out improvements over the coming months and years. Mosseri emphasized that this is “a long road,” but one that could greatly benefit both users looking for content and creators seeking to extend the lifespan of their posts beyond the initial 24 to 48 hours.

The shift in how Gen Z and younger users search for information has been a growing concern for traditional search providers like Google. As early as 2022, Google executives recognized that social apps like TikTok and Instagram were eating into their core business, including Search and Maps. TikTok has even begun to directly compete with Google's ad business by allowing advertisers to target its search results page.

Market research supports this trend. A Bernstein Research study cited by Fortune in April 2024 found that 45% of Gen Zers are more likely to use social media for searches. Another study by HerCampus, cited in eMarketer, revealed that 51% of Gen Zers favor TikTok over Google Search, primarily due to its short-form video format. These statistics underscore the urgency for Instagram to enhance its search capabilities.

Instagram's strategy includes focusing on recommended searches within the comments section, an area where TikTok has already made significant strides. On TikTok, suggested searches are often extracted from the conversations happening in the comments, providing valuable context and discovery opportunities. Instagram aims to replicate this by surfacing relevant information from comments, allowing users to “go and find out more.” Mosseri indicated that a version of Instagram's app incorporating this feature is coming out “soon.”

Mosseri's comments clearly indicate that Meta views Instagram's future as more than just a social network. It's about becoming a powerful search engine in its own right, catering to the evolving needs and preferences of its users. By improving its search functionality, Instagram hopes to not only retain its existing user base but also attract new users who are increasingly turning to social platforms for discovery and information.

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