Instagram Plans Enhanced Search Features to Compete with TikTok

Instagram is enhancing its search functionality to better compete with TikTok, as CEO Adam Mosseri acknowledged that the current content search capabilities are inadequate. In a recent podcast appearance, he emphasized the need for improvements to allow users, particularly Gen Z, to find content more easily, as younger users increasingly favor social media for information over traditional search engines. Instagram plans to expand its search team and introduce features that utilize comments for improved content discovery. This shift aims to prolong the visibility of creators' content beyond the typical 24 to 48 hours after posting. Market research shows a growing trend of Gen Z preferring social platforms for search, prompting this strategic move by Instagram. The enhancements are expected to roll out over the coming months and years, positioning Instagram as a stronger contender in the content discovery space.