Summary: Instagram is upgrading its search features to better compete with TikTok, aiming to attract younger Gen Z users who treat social media like a search engine. The improved search will help surface older content and add smarter suggestions, giving creators more visibility beyond the first 24 hours.
One reason Trump and the US government want TikTok so badly is its proprietary algorithm. Unlike its competitors, TikTok’s algorithm isn’t necessarily based on whether users interact with a post, which is how platforms like Instagram gauge interest. This is why videos on TikTok have a wider reach. Obviously, Instagram isn’t going to sit around and let TikTok have all the fun, which is why it’s improving its search capabilities to bring it more on par with its chief rival.
It’s no secret that Instagram wants to be the next TikTok. Features like Reels are an obvious answer to TikTok’s short-form videos. In concept, it’s similar, but there are other areas that TikTok does better. Like search.
An improved Instagram search
During a recent episode of the “Build Your Tribe” podcast, Instagram head Adam Mosseri revealed that the company is working on improving the app’s search functionality. According to Mosseri, this is to ensure that Instagram is catering towards younger Gen Z users, who apparently turn to social media for answers instead of traditional search engines.
Mosseri says, “We’re … starting to invest more in search on Instagram because there’s so much amazing content. And quite frankly, what we call content search — as opposed to searching for an account, actually searching for some type of content — it’s not very good on Instagram.”
However, he notes that this is something that could take some time to build. Ultimately, it will benefit creators as well, where older and relevant content has a chance of resurfacing. “It’s a long road, but I do think that could also be a really good one for people who are looking for things. You can imagine, whatever you use Instagram for, it’d be great to be able to find ‘that’ more easily. But also for creators … it should allow content to resurface so that you don’t get all the value in those first 24 or 48 hours.”
Another area that Mosseri wants Instagram to improve is in suggested searches. Right now, TikTok’s suggested search is similar to X (formerly known as Twitter) trends. It shows what people are talking about in the comments. That’s something that Instagram wants to tap into as well.
Mosseri didn’t share when these changes will roll out, except to say that features like enhanced search suggestions are coming “soon”.
