Instagram Boosts Search Features to Take On TikTok

Instagram's leader, Adam Mosseri, states that the platform aims to enhance its search capabilities. He acknowledges that improving these features is essential for better competition. These comments were shared recently. recent episode From the "Build Your Tribe" podcast, it becomes evident that younger Generation Z users frequently resort to social platforms such as TikTok for information rather than utilizing conventional search engines.

Of course, Instagram is also part of that mix, but it recognizes its position has potential for improvement.

We're ... beginning to increase our investment in search features on Instagram due to the abundance of great content," he stated. "To be honest, when it comes to what we refer to as content search—as distinct from looking for an account but rather seeking out specific types of content—it isn’t particularly robust on Instagram.

The executive mentioned that one issue was the relatively small size of the team handling Instagram search. However, Meta has recently "bolstered" that team with the aim of introducing further enhancements in this area over the coming months and years.

It's a lengthy journey, yet I believe it has the potential to be highly beneficial for individuals searching for various features," Mosseri stated. "Think about how you utilize Instagram; wouldn't it be wonderful if finding 'that' was simpler? Additionally, this change would benefit creators as well since it enables previously published content to come back into view instead of losing all their engagement within just 24 or 48 hours.

The approach that Generation Z and those even younger use when searching for content has been evolving over recent years.

When a Google executive indicated this back in 2022, the company recognized how the issue was impacting its prospects as a leading search engine provider. Social applications such as TikTok and Instagram were encroaching on its main market. including Search and Maps functionalities.

Last autumn, TikTok started to more aggressively vie for position against Google’s advertising sector by enabling its marketers to aim its search results page .

Multiple market research analyses have similarly validated this change in how younger individuals utilize the internet and engage with web searches, albeit to varying extents. For instance, an American study revealed that Instagram led over Google Search and competing platforms. Generation Z's favored search engine .

However, this remains a tight contest and isn’t one that Instagram has definitively won yet.

A Bernstein Research study cited by Fortune In April 2024, it was discovered that 45% of Generation Z members prefer using social media for their search needs, and a A 2024 study from HerCampus referenced in eMarketer discovered that 51% of Generation Z prefers TikTok to Google Search, mainly due to its short-form video format.

Mosseri’s remarks suggest that Meta recognizes the upcoming battleground for Instagram lies in becoming a search engine rather than merely functioning as a social platform for staying connected with peers.

He mentioned that only "a very small percentage" of typical users (those who aren’t content creators) actually share posts on Instagram’s feed daily. He further noted that this aspect of Instagram is evolving into more of a public space. In contrast, Stories and Direct Messages (DMs) remain primarily for interactions with one's personal network of friends.

In another effort to vie with TikTok on search capabilities, Instagram plans to introduce suggested searches positioned atop the comment section.

On TikTok, the recommended searches are derived from the discussions happening within the comments. This is an area where Instagram aims to enhance as well.

"Often, the truly intriguing context isn’t found in the video itself, but rather within the surrounding conversation—usually located in the comments section. Our aim is to make this easier to access, allowing viewers to delve deeper into the topic," he explained.

He mentioned that the new version of Instagram’s app, which focuses more on comments to improve search suggestions, will be released "soon."