The company admits the app’s search needs work as Instagram moves to compete with TikTok and win over Gen Z
Apr 9, 2025
Instagram head Adam Mosseri admitted the app’s search functionality needs improvement, especially as younger users increasingly turn to platforms like TikTok for answers rather than traditional search engines. Speaking on the ‘Build Your Tribe’ podcast, he revealed that Instagram is now prioritizing better content search capabilities to remain competitive.
Key takeaways
- Instagram is investing more in improving its content search, which Mosseri admits is currently lacking.
- The goal is to make it easier for users to find relevant content and allow creators’ posts to resurface beyond the first 24–48 hours.
- Gen Z is increasingly using social media apps over Google for search; Instagram is part of this shift but hasn’t yet won the race.
- Instagram plans to enhance search suggestions by analyzing comment sections, a feature TikTok already leverages effectively.
- A version of Instagram with improved comment-based search recommendations is expected to launch soon.
- Most users engage via Stories and DMs, while Feed posts are becoming more of a public-facing domain rather than personal sharing.
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