If you're like me, you've probably noticed that social media is quickly becoming the go-to place for finding answers—especially among Gen Z. As someone deeply invested in how platforms evolve, I’ve been keeping a close eye on how Instagram is reshaping its search functionality to go head-to-head with TikTok, and what that means for both creators and everyday users.
Instagram Admits Its Search Function Has Room to Grow
Instagram head Adam Mosseri recently shared on the “Build Your Tribe” podcast that the platform's search experience hasn’t lived up to its potential—especially when it comes to content discovery. While it’s easy to find profiles, actually searching for specific types of content is still clunky at best.
Mosseri didn’t shy away from the issue. He admitted that Instagram search is "not very good," largely due to a small team working on the feature until now. But change is on the horizon. Meta has officially ramped up investments in this area, strengthening the team and promising long-term improvements to make Instagram a more powerful tool for discovering content—not just people.
Why Gen Z Is Reshaping the Search Game
Younger users are driving this shift. Instead of Googling, many of them head straight to TikTok or Instagram for answers. That’s a big deal, and even Google knows it. Back in 2022, a Google executive pointed out that social apps were eating into their core business—especially Search and Maps.
Instagram wants a bigger slice of that pie. Market research has backed this trend, showing a significant percentage of Gen Z now prefers social media platforms over traditional search engines. For example, one 2024 study cited by eMarketer showed that 51% of Gen Z favors TikTok over Google for searching, primarily due to its short-form video content. Instagram isn’t far behind, but it knows it’s not the clear winner—yet.
A New Frontier for Content Discovery on Instagram
What excites me the most is how Instagram is thinking beyond basic keyword search. Mosseri talked about "content resurfacing"—ensuring posts don’t lose visibility after just 24 to 48 hours. This is a game-changer for creators like me who put effort into crafting meaningful posts, only to watch them disappear in the endless scroll.
Improved search would not only benefit casual users looking for specific topics but also help creators extend the lifespan of their content, offering greater return on investment for every Reel or post.
Learning from TikTok’s Comment-Driven Search
Another area where Instagram plans to innovate is search suggestions based on comment activity. TikTok already does this well, extracting context from what users are saying in the comments to recommend related searches. Instagram wants to take that approach and make it even better.
Mosseri mentioned that they’re actively working on a version of Instagram that leverages comment sections to offer richer, more contextual search suggestions. This update is expected to roll out soon and could significantly change how we interact with content on the platform.
Search Becomes Public, Stories and DMs Stay Personal
Another interesting insight Mosseri shared is that fewer average users post to Instagram’s Feed on a daily basis. Instead, the Feed is becoming more of a public domain, while Stories and DMs remain the core spaces for personal interaction. By focusing on enhancing public content discovery, Instagram can drive more engagement and turn passive viewers into active participants.
What This Means for Creators and Everyday Users
If you're a creator like me, this is great news. Better search means our older posts will continue to surface, bringing in fresh views and engagement long after they've gone live. For casual users, finding relevant content will feel more intuitive and personalized.
With Meta’s renewed focus, Instagram could soon become a serious alternative to TikTok—not just for entertainment, but for information as well.
As someone who lives and breathes digital content, I’m excited to see Instagram stepping up its game in search. TikTok has definitely set a high bar, but with its latest strategy, Instagram might just catch up and maybe even leap ahead. One thing's clear: the battle for Gen Z’s attention is only just heating up.
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