In the ever-evolving world of social media, staying relevant means staying competitive. And lately, that competition has taken on a new shape - search. Instagram, once synonymous with filtered selfies and curated feeds, now finds itself in an entirely different race: the race for dominance in content discovery. Why? Because Gen Z isn’t searching the internet the way previous generations did.
Forget Google. Today’s young users turn to TikTok and, increasingly, Instagram when they want to know how to cook salmon in an air fryer, figure out a fashion trend, or find travel recommendations. It’s this very shift that has sparked Instagram’s latest ambition, beefing up its search functionality to better compete with TikTok and stay relevant in a world where the lines between social networking and information search are becoming more blurred than ever.
Instagram Search Just Isn’t Good Enough
Instagram head Adam Mosseri recently appeared on the Build Your Tribe podcast and admitted something surprisingly candid for a tech executive: Instagram’s content search is “not very good.”
In a platform housing millions of pieces of content, everything from travel reels and fitness tips to beauty tutorials and food hacks, the actual search engine behind it all has been, well, underwhelming. It’s been great at helping you find people or accounts you already follow. But when it comes to discovering content based on interests, trends, or even keywords, Instagram has lagged behind TikTok in a noticeable way.
Mosseri didn’t beat around the bush. He said the team working on Instagram’s search had been small, but that Meta is now strengthening that team, with bigger plans to roll out improvements over time.
Why Gen Z Prefers TikTok
This isn’t happening in a vacuum. Instagram is responding to something very real: the way Gen Z searches for information has radically changed. Forget typing things into a traditional search bar. Now, they’re pulling up TikTok, searching “cute summer outfits,” and getting dozens of visual ideas in seconds.
Short-form video has redefined what it means to “search.”
It’s fast. It’s visually rich. It’s interactive. And it delivers answers without sending you down a rabbit hole of blue hyperlinks.
A 2024 study by HerCampus revealed that 51% of Gen Z prefers TikTok over Google for search. Meanwhile, Bernstein Research found that 45% of Gen Z users lean on social media platforms, like Instagram and TikTok, as their primary search tools.
Instagram, despite being one of the most influential visual platforms in the world, has surprisingly found itself a step behind TikTok in this shift.
Meta’s New Game Plan for Instagram
Mosseri’s comments signal a clear pivot. Instagram is doubling down on content search, not just account search. And that means building infrastructure to help users find exactly what they’re looking for, whether that’s a viral dance challenge, a 10-minute home workout, or advice on the best local brunch spots.
“Whatever you use Instagram for,” Mosseri said, “it’d be great to be able to find that more easily.”
He went on to say that Instagram is looking to make content more discoverable over time, rather than relying solely on the 24–48 hour window where most posts traditionally get engagement.
This could be a game-changer for creators, too. Right now, creators hustle to get attention in those first two days after posting. If search becomes more powerful, their content might resurface weeks or months later—kind of like how evergreen content works on YouTube or Pinterest.
Not Just the Video, but the Comments Too
Here’s where things get really interesting. Mosseri also pointed to a feature that TikTok has nailed—and Instagram is eyeing: recommended searches based on user comments.
Think about it. You’re watching a TikTok about skincare, and in the comments, someone says, “Where can I get that serum?” That conversation becomes a data point for TikTok to suggest relevant searches, even directing users to a purchase or a related video.
Mosseri says a new version of the app that draws on the context within comments to enhance suggested search terms is already on the way. This will make the search experience feel more intuitive, like it’s really listening to what users are interested in not just the video itself but what people are talking about around it.
Why Search Now Matters More Than Ever
Search has always been core to the internet. But it’s no longer just about typing into Google. It’s about discovery, relevance, and timing. Social media platforms, particularly those leaning on video content, are now the front door to the web for younger users.
Think about it:
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Want a new recipe? TikTok.
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Looking for gym motivation? Instagram Reels.
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Need to see how a product actually works? YouTube Shorts.
That shift has serious implications for companies like Meta, who now find themselves not only competing with social platforms but also search engines and even e-commerce platforms.
If Instagram can nail its search engine, especially for content discovery, it can win on multiple fronts: retaining users, giving creators more reach, and opening up new opportunities for advertising.
Instagram as a Visual Search Powerhouse?
So what could this improved search engine on Instagram actually look like in the near future?
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More Accurate Keyword Matching: Think searching “healthy lunch ideas” and getting Reels, carousels, and Stories that match precisely that theme.
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Contextual Search from Comments: Not just scraping video captions but using comment sentiment and keywords to recommend related topics.
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Deeper Content Surfacing: Giving creators more visibility long after initial posting.
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Location-Based Search Enhancements: Like TikTok eating into Google Maps, Instagram could surface nearby recommendations based on geotags or post context.
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Search-Driven Shopping: The eventual fusion of search and e-commerce is inevitable. Instagram already has Shop; improved search will only fuel it further.
For a while, it seemed like Instagram was on the defensive, copying TikTok features, replicating trends, and shifting toward Reels just to keep up. But investing in search is different. This is Instagram recognizing that the future isn’t just about what people post, but how others find it.
And it’s a smart move.
Gen Z isn’t going back to traditional search engines. They want results now. They want video. They want answers from people who look like them, speak like them, and create the kind of content they trust.
Instagram knows that to stay in that race, it can’t just be a place for selfies and DMs. It needs to be a discovery engine.
And if it pulls it off, it might just become your new favorite way to search the internet.
