Introduction

In a recent episode of the “Build Your Tribe” podcast, Instagram’s head, Adam Mosseri, shared insights about the platform’s commitment to improving its search functionality. Acknowledging the growing competition, particularly from TikTok, Mosseri highlighted the need for Instagram to enhance its search capabilities to better serve its users, especially the younger generation.

Current Shortcomings in Search

According to Mosseri, Instagram’s current search function is limited, particularly when it comes to discovering content rather than just accounts. “We’re starting to invest more in search on Instagram because there’s so much amazing content,” said Mosseri. He emphasized that the existing content search system requires significant improvements.

Investment in Search Technology

Motivated by the necessity to compete, Meta has expanded the team responsible for Instagram’s search functionality. This enhancement aims at a long-term commitment to enriching user experience. Mosseri stated, “It’s a long road, but I do think that could also be a really good one for people who are looking for things.”

With improvements, Instagram hopes to make it easier for users to locate relevant content. It also aims to benefit creators by allowing their content to resurface over time, rather than limiting its visibility to the first few days post-upload.

Changing Search Behavior Among Younger Users

As trends evolve, so does the behavior of Gen Z users concerning how they search for information online. Reports indicate that social media apps such as TikTok and Instagram are becoming preferred platforms for searches among younger demographics. A study noted that a significant percentage of Gen Zers favor social media for their search needs, with Instagram even surpassing Google in popularity as a search engine for this group.

A recent Bernstein Research study indicated that 45% of Gen Z is inclined to use social media for searches, while another survey found that 51% prefer TikTok over traditional search engines, primarily due to its engaging video format.

Competing with TikTok

Recognizing the competitive landscape, Mosseri’s comments signal Meta’s intention to transform Instagram into not just a social networking site, but a formidable search engine as well. He pointed out that only a minimal number of users currently post to Instagram’s Feed daily, suggesting that this area is evolving into a more public domain compared to other features like Stories and DMs.

Instagram is also looking to introduce enhancements in recommended searches, particularly drawing insights from comments, much like TikTok. “Sometimes, where the real interesting context is not in the video that someone uploaded, but in the context around it,” he mentioned, indicating the importance of contextual discussions in enhancing search suggestions.

Upcoming Changes

Exciting changes are on the horizon as Mosseri revealed that an Instagram update focusing on search suggestions derived from comments is set to launch soon. This feature aims to make discovering relevant content easier and more intuitive for users.