Instagram vs TikTok: New Search Features to Compete

Instagram Prioritizes Search Functionality Improvements

Adam Mosseri, the head of Instagram, has stated the company is actively working to enhance the app’s search capabilities. He acknowledges that Instagram currently lags behind competitors in this area and recognizes the need for improvement.

Shifting Search Habits of Gen Z

This development arrives as younger Gen Z users increasingly favor platforms like TikTok for information retrieval, often bypassing traditional search engines. Instagram is aware of this trend and aims to strengthen its position.

Mosseri explained, “We’re beginning to invest further in Instagram search due to the wealth of exceptional content available.” He further clarified that searching for specific content, rather than accounts, is currently suboptimal within the Instagram ecosystem.

Investment in Search Team and Future Rollouts

The executive highlighted that a historically small search team has been a contributing factor to these limitations. However, Meta has recently “strengthened” the team, signaling a commitment to delivering substantial improvements over the coming months and years.

“Significant progress will take time,” Mosseri conceded, “but this represents a promising avenue for users seeking information. It would greatly benefit anyone using Instagram to locate ‘that’ specific content more readily.”

Benefits for Content Creators

Enhanced search functionality isn’t solely for consumers; it’s also intended to benefit content creators. Improved search should allow content to be rediscovered, extending its lifespan beyond the initial 24 to 48 hours of visibility.

The Rise of Visual Search and Competition with Google

The evolving search behaviors of Gen Z have been a growing concern for established search providers. Google, for instance, recognized the potential impact in 2022, noting that social applications like TikTok and Instagram were beginning to encroach upon its core businesses, including Search and Maps.

TikTok has further intensified competition by directly challenging Google’s advertising revenue through targeted ads on its search results pages.

Market Research Confirms the Trend

Numerous market research studies corroborate this shift in internet usage among younger demographics. One U.S. study revealed that Instagram surpassed Google Search as the preferred search engine for Gen Z.

However, the landscape remains competitive. A 2024 Bernstein Research study, as reported by Fortune, indicated that 45% of Gen Zers lean towards social media for searches. A separate HerCampus study, cited by eMarketer, found that 51% of Gen Zers favor TikTok over Google Search, largely due to its short-form video format.

Instagram's Evolution Beyond a Social Network

Mosseri’s statements underscore Meta’s understanding that Instagram’s future success hinges on its ability to function as a robust search engine, not merely a platform for social connection.

He also noted that a limited percentage of users actively post to the Instagram Feed daily, suggesting it’s evolving into a more public domain. Stories and Direct Messages remain the primary channels for private interactions.

Improving Search Within Comments Sections

Instagram also intends to compete with TikTok by enhancing the recommended searches that appear at the top of comment sections. TikTok’s system extracts search suggestions directly from ongoing conversations within the comments.

“Often, the most valuable context isn’t within the video itself, but rather in the surrounding discussion – typically found in the comments,” Mosseri explained. “Our goal is to surface this context more effectively, enabling users to explore further.”

The updated version of the Instagram app, incorporating these improvements to comment-based search suggestions, is scheduled for release “soon.”