Instagram is making a big move to improve its search feature in an effort to compete with TikTok. The platform’s head, Adam Mosseri, recently shared that the company is now focusing on making Instagram’s search function smarter and more useful. This decision comes as more and more young people are turning to apps like TikTok for searching content online instead of using traditional search engines like Google.
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In a podcast, Adam Mosseri openly admitted that Instagram has a lot of work to do in this area. He said Instagram has amazing content, but the current search system doesn’t help users find it easily.He mentioned, “While Instagram offers a wealth of amazing content, the search experience still falls short of expectations.”Mosseri believes that by improving the search tool, users will be able to discover helpful and interesting content more quickly.
The timing of this announcement is not surprising. Over the past few years, Generation Z has changed how they search for information. Instead of typing questions into Google, they often go straight to TikTok or Instagram to find videos or advice. In 2022, Google even reported that its future as a top search engine might be at risk due to this trend. According to Google, apps like TikTok and Instagram are now becoming powerful competitors, especially in local business and map-based searches.
In 2024, a major report found that around 51% of Gen Z users preferred searching on TikTok rather than using Google. This shift is forcing companies like Meta (which owns Instagram) to think differently and stay in the race. Mosseri’s comments make it clear that Meta now wants to compete with TikTok not only in short videos, but also in how people search and explore new content.
Mosseri also shared an important point about Instagram’s content. He explained that sometimes, the most valuable part of a video isn’t what’s shown in the video itself but what people say about it in the comments. He said Instagram will work to bring this kind of hidden context to the front, so users can get a deeper understanding of the content.
Enhancing search isn’t just about staying competitive; it’s also about providing users with an improved experience. When people search for recipes, fashion tips, travel advice, or product reviews on Insta, they want results that are fast, accurate, and useful. Making the search feature smarter can help users find exactly what they need without having to scroll for hours.
Experts believe that if Instagram does this right, it could become a real threat to TikTok’s growing role as a new kind of search engine. While TikTok has taken the lead, especially with short, informative videos, Instagram still has a huge user base and a wide variety of content that can be better organized and presented through improved search.
Mosseri’s statement is a strong signal that Instagram is serious about improving its technology. It shows that the platform is listening to users and wants to adapt to new trends in how people find and consume content. With the rise of AI and personalized recommendations, search is becoming more about understanding intent and less about keywords—and Instagram wants to be ready for that future.
As Insta begins working on this project, users can expect new updates in the coming months. The hope is that searching for videos, photos, and reels will become faster, easier, and more helpful for everyone. Whether it’s looking up a DIY tip, finding the latest trends, or getting product reviews, Instagram wants to become the go-to place for Gen Z and beyond.
