Instagram is beefing up its search to compete with TikTok

Instagram Boosts Search Functionality to Compete with TikTok and Google

Instagram is enhancing its search capabilities, acknowledging weaknesses in this area as it aims to better compete with platforms like TikTok and even traditional search engines like Google. Adam Mosseri, head of Instagram, recently stated the company is investing more in improving in-app search, especially as younger users, particularly Gen Z, increasingly utilize social media for discovery and information retrieval.

Investing in Enhanced Content Discovery

Mosseri admitted on the “Build Your Tribe” podcast that Instagram’s content search, distinct from account searches, is “not very good.” He explained, “We’re… starting to invest more in search on Instagram because there’s so much amazing content.” This acknowledgement comes as Instagram recognizes the shifting search habits of younger demographics.

Strengthening the Search Team

According to Mosseri, a contributing factor to the subpar search function has been the limited size of the dedicated team. However, he noted that Meta, Instagram’s parent company, has recently “strengthened” the search team, signaling a commitment to significant improvements in the coming months and years. This augmentation aims to make content more readily discoverable for users.

Benefits for Users and Content Creators

Mosseri emphasized the dual benefits of enhanced search. For users, it means easily finding desired content within the app. “You can imagine, whatever you use Instagram for, it’d be great to be able to find ‘that’ more easily,” he remarked. For content creators, improved search offers greater content longevity, allowing posts to resurface beyond the typical initial 24 to 48-hour window of high visibility.

Gen Z’s Shifting Search Behaviors

The impetus for Instagram’s search overhaul is partly driven by the evolving search behaviors of Gen Z and younger users. These demographics are increasingly turning to social media platforms as search tools, a trend that has not gone unnoticed by traditional search providers.

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Competition with Traditional Search Engines

Google has previously recognized the threat posed by social apps like TikTok and Instagram to its core search business. In 2022, a Google executive highlighted the impact of these platforms on traditional search and mapping services. TikTok has also moved to directly challenge Google’s advertising revenue by enabling advertisers to target its internal search results.

Market Research Confirms the Trend

Numerous market research studies corroborate this shift in online search habits among younger generations. One U.S. study indicated that Instagram surpassed Google Search as Gen Z’s preferred search engine. While the competition remains tight, these findings underscore the growing importance of social media in the search landscape.

Social Media as a Search Engine Alternative

Research from Bernstein in April 2024 indicated that 45% of Gen Z individuals are more inclined to utilize social media for search queries. Further, a 2024 HerCampus study cited by eMarketer revealed that 51% of Gen Z favor TikTok over Google Search, particularly attracted to its short-form video format. These statistics highlight a significant shift toward social platforms for information seeking.

Instagram’s Strategic Response

Mosseri’s statements reflect Meta’s understanding that Instagram’s competitive arena now extends to search engine functionality, beyond its primary role as a social networking platform. He noted that only a “very small percentage” of typical users regularly post to the Instagram Feed, suggesting this area is evolving into more of a public content domain. In contrast, Stories and Direct Messages remain focused on interpersonal communication.

Enhancing Search within Comments

Another area of focus for Instagram’s search enhancements is leveraging comment sections. TikTok currently extracts suggested searches from trending topics within comment threads. Instagram aims to implement similar improvements to surface relevant context often found within comments, enabling users to delve deeper into conversations surrounding content.

Mosseri indicated that an updated version of Instagram, incorporating comment-driven search suggestions, is expected to be released “soon,” further refining the platform’s search capabilities.