Instagram is preparing to make significant upgrades to its search functionality in an effort to better compete with platforms like TikTok, particularly when it comes to how younger users find information and content online. Many of these changes revolve around Instagram’s recognition that the platform’s audience wants more public interactions, with privacy being relegated mostly to DMs and Stories.
Speaking on the Build Your Tribe podcast, Instagram head Adam Mosseri acknowledged that the app’s current search capabilities—especially for content rather than accounts—are lacking. He admitted, “Content search … it’s not very good on Instagram,” pointing out that the team responsible for search had historically been small but is now being expanded as Meta shifts focus to this area.
This renewed investment is driven by a broader shift in how Gen Z users engage with the internet. Rather than relying solely on traditional search engines like Google, many now turn to social platforms, especially TikTok, for quick answers and discovery. Instagram has seen some of that usage but wants to be more competitive.
For creators, better search tools could also mean more visibility for content beyond the initial days after posting. “It should allow content to resurface so that you don’t get all the value in those first 24 or 48 hours,” Mosseri said.
Another feature in development is enhanced search suggestions based on comment activity, similar to how TikTok generates recommended search terms. Instagram aims to surface relevant discussion from comments, offering users more contextual insights tied to posts.
