Instagram head Adam Mosseri has announced plans to improve the app’s search functionality, acknowledging that this is a key area where the platform can enhance its competitive edge. Speaking on the “Build Your Tribe” podcast, he noted that younger Gen Z users are increasingly turning to social media apps like TikTok for information instead of traditional search engines.
While Instagram is part of this trend, Mosseri believes the platform can strengthen its position.
“We’re starting to invest more in search on Instagram because there’s so much incredible content,” he stated. “Honestly, our content search—distinct from account search—needs significant improvement.”
Mosseri mentioned that the small size of the search team had limited progress, but Meta has recently bolstered that team to implement enhancements in the coming months and years.
“It’s a long journey, but I believe it can be beneficial for users looking for specific content. For creators, it should enable content to resurface, ensuring they continue to gain value beyond the initial 24 or 48 hours,” he added.
The way Gen Z searches for content has been evolving. Google acknowledged this shift in 2022, when a company executive indicated that social apps like TikTok and Instagram were impacting its core business, including Search and Maps.
Last fall, TikTok started to compete directly with Google’s ad business by allowing advertisers to target its search results page.
Research shows that younger audiences increasingly prefer social media for searches. A U.S. study revealed that Instagram is now the favored search engine over Google for many Gen Z users.
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However, the competition remains tight, with a Bernstein Research study from April 2024 indicating that 45% of Gen Zers are more inclined to use social media for searches. A HerCampus study from 2024 confirmed that 51% of Gen Zers prefer TikTok over Google Search, largely due to its short-form video content.
Mosseri’s comments suggest that Meta recognizes the need for Instagram to evolve into a search engine, beyond merely serving as a social network.
He also pointed out that only a “very small percentage” of average users post to Instagram’s Feed daily, indicating that this area is shifting towards a more public domain, while Stories and DMs remain the primary means of interaction among friends.
Additionally, Instagram aims to enhance its search capabilities by refining the recommended searches that appear at the top of the comments section. Mosseri noted that TikTok’s suggested searches, drawn from comment discussions, serve as a model for improvement.
“Sometimes, the most intriguing context is found in the comments rather than the video itself. We are working to surface that context more effectively, allowing users to explore further,” he explained.
He also mentioned that an updated version of Instagram’s app, focusing on comments to improve search suggestions, will be released soon.
SOURCE: TECH CRUNCH
