Instagram leader Adam Mosseri says the company is trying to improve the application search functionality, admitting that this is an area where Instagram could do more to compete. The comments made in a recent episode From the podcast “Build Your Tribe”, they come at a time when younger Gen Z users often turn into social applications such as Tiktok for answers, instead of using traditional search engines.
Instagram is also in this mixture, of course, but it knows that its position can be stronger.
“We are … We are starting to invest more in searching on Instagram because there is so much amazing content,” he said. “And honestly, what we call content searching – as opposed to searching an account, really looking for some kind of content – is not very good on Instagram.”
The exec noted that part of the problem was that the team working in the Instagram search was small, but Meta recently “strengthened” this team with the aim of releasing more improvements on this front in the months and in the coming years.
“It’s a long way, but I think it could also be very good for people looking for things. You can imagine, whatever you use on Instagram, it would be great to be able to find” this “easier”, Mosseri said. “But also for the creators … it should allow the content to reappear so that you do not get all the value in those first 24 or 48 hours.”
The way Gen Z and newer users look for content is something that is in flow for some time.
Google recognized how the problem has affected its own future as a search provider when, in 2022, a Google Exec suggested that social applications such as Tiktok and Instagram ate in its basic activity, including search and maps.
Last autumn, Tiktok began to compete more immediately with Google’s ad business, allowing advertisers to target the search results page.
Various market research studies have also confirmed this shift in the way younger people use the internet and internet search to different degrees. In a US study, for example, Instagram surpassed Google search and other opponents as Gen Z’s preferred search engine.
But this is still a close race and not one who has necessarily won Instagram.
A Bernstein Research Study reported by Luck In April 2024 he found that 45% of Gen Zers is more likely to use social media for searches and one 2024 Hercampus study mentioned in Emarketer He found that 51% of Gen Zers favor Tiktok for Google Search, mainly for the form of short -mold video.
Mosseri’s comments show that Meta is aware of the next border where Instagram has to compete is the search engine, not just a social network to maintain friends.
Only a “very small percentage” of average users (non-crews) after Instagram’s feed on a given day, he also said, adding that this part of Instagram is becoming “much more public sector”. Stories and DMS (direct messages) are in the meantime, where users interact with their friends.
Another area where Instagram aims to compete with Tiktok in the search is the recommended searches that appear at the top of the comment department.
In Tiktok, the suggested search is exported by what people speak in comments. This is something that wants to improve Instagram.
“Sometimes where the real interesting context is not … in the video that someone was uploaded, but in the context around it – which is almost always in the comments. And so what we are trying to do is the surface that is easier and then you can go and learn more,” he said.
He noted that the issue of the Instagram application that looks more in comments to enhance the search proposals is “soon”.
