Instagram is working to improve its search functionality, according to Adam Mosseri, the head of Instagram. In a recent episode of the “Build Your Tribe” podcast, Mosseri admitted that search on the app isn’t as strong as it should be — especially when compared to growing competition from platforms like TikTok, which many Gen Z users now use as their go-to source for information instead of traditional search engines like Google.
“We’re starting to invest more in search on Instagram because there’s so much amazing content,” Mosseri said. He pointed out that “content search”—the ability to search for topics or types of content rather than just accounts—is currently not very effective on Instagram.
One reason for this, he explained, is that the search team within Instagram has been relatively small. But now, Meta is expanding that team with the goal of rolling out improvements gradually over the coming months and years.
Mosseri believes better search will benefit both users and content creators. “It should allow content to resurface,” he said, so posts don’t lose visibility after just 24 to 48 hours.
Why Better Search Matters
How younger users search online is changing. In fact, Google acknowledged as far back as 2022 that platforms like TikTok and Instagram were affecting its core business — especially Search and Maps.
TikTok, for example, has gone further by letting advertisers target users through its search results. This move puts even more pressure on platforms like Instagram to compete on search, not just social features.
Several studies back up this trend:
- A Bernstein Research study (April 2024) showed that 45% of Gen Z prefer using social media platforms for search.
- A HerCampus survey (2024) found that 51% of Gen Z users choose TikTok over Google Search—largely because of its short-form videos.
While Instagram is in the race, Mosseri admitted the platform hasn’t won yet. His recent comments suggest Meta now sees search as the next major area to compete in.
Feed vs. Stories and DMs
Mosseri also noted that only a small percentage of everyday users post to their Feed regularly. Instead, most personal interactions are now happening in Stories and direct messages (DMs). The Feed is slowly becoming more of a public space, he said.
Learning from TikTok
Instagram is also looking to improve how it recommends search topics based on user comments—something TikTok already does well. On TikTok, the platform pulls keywords from the comments to suggest related search queries. Instagram wants to introduce something similar.
“Often, the most interesting part of a post isn’t the video itself, but the conversations happening in the comments,” Mosseri explained. Instagram is working on a feature that makes it easier for users to discover relevant topics through those comments, and it’s expected to be released soon.
