Instagram is ramping up its search features to gain an edge over TikTok in the ongoing social media rivalry.
On Tuesday, TechCrunch reported that Instagram CEO Adam Mosseri recently acknowledged the platform’s search limitations during the Build Your Tribe podcast. Mosseri admitted that Instagram has a wealth of great content, but its search features haven’t kept pace. He revealed that the company is expanding its search team and initiating improvements to address this issue.
This strategic move comes as Generation Z increasingly turns to platforms like TikTok and Instagram for search purposes. In fact, according to related research in the United States, Generation Z tends to prefer Instagram over traditional search engines like Google. In response, Meta aims to transform Instagram from mere social media into a robust search platform.
Mosseri explained by improving its search function, users will be able to discover desired content more efficiently. He emphasized the importance of content longevity for creators, stating they need to ensure that creators’ content can resurface and maintain value beyond the initial 24 to 48 hours after posting.
Mosseri also mentioned plans to introduce a new search feature that leverages user comments, similar to TikTok’s approach of analyzing comments for recommended searches. He noted that valuable context is often hidden within comments. We intend to surface this information, making it easier for users to find what they’re looking for.