Instagram leader Adam Mosseri says the company is seeking to improve the application functionality, admitting that this is an area where Instagram could do more to compete. The remarks, made in a recent episode of Podcast “Build Your Tribbe”, come at a time when new users of Gen Z often turn into social applications as tiktok for responses, rather than using traditional search engines.
Instagram is also in that mix, of course, but I know its position can be stronger.
“We’re starting to invest more in search on Instagram because there is so much amazing content,” he said. “And quite frankly, what we call content search – compared to the search for an account, actually looking for some kind of content – it’s not very good on Instagram.”
The executor noted that part of the problem was that the team working on the search on Instagram was small, but Meta recently “strengthened” that team with the aim of making more improvements on this front over the coming months and years.
“It’s a long way, but I think it can be a good one for people looking for things. You can imagine, whatever you use Instagram, it would be good to be able to find” easier “, Mosser said.” But even for creators … it should allow the content to reappear so that you don’t get all the value in those 48 hours. “
The way Gen Z and new users require content is something that has been in the influx for some time.
Google identified how the problem was affecting its future as a search provider when, in 2022, a Google executive suggested that social applications like Tiktok and Instagram were eating in his essential business, including search and maps.
Last fall, Tiktok began competing directly with Google advertising business allowing its advertisers to aim for its search scores page.
Various market research studies have also confirmed this shift in how young people use internet and online search to varying degrees. In a SH.BA study, for example, Instagram chaired Google’s search and other rivals such as Gen Mr.
But this is still a close race and not what Instagram has necessarily won.
A Bernstein research quoted by Fortune in April 2024 found that 45% of Gen Zers were more likely to use social media for research, and a 2024 Hercampus study quoted in Emarkor found that 51% of Gen Zers favor tiki Google search, mainly for his short video format.
Moser’s comments show that Meta knows the next limit where Instagram has to compete is like a search engine, not just a social network to continue with friends.
Only a “very small percentage” of medieval (non-creative) users posting Instagram feed on a given day, he also said, adding that this part of Instagram is “much more a public domain”. Stories and DM (direct messages), meanwhile, are where users interact with their friends.
Another area where Instagram aims to compete with the searching tick is the recommended research that appears at the top of the comment section.
In Tiktok, the suggested search is derived from what people speak in comments. This is something that Instagram wants to improve as well.
“Sometimes, where the real interesting context is not … in the video that someone has loaded, but in the context around it – which is almost always in comments. And so, what we are trying to do is the surface easier, and then you can go and learn more,” he said.
He noted that the version of the Instagram app that looks more to the comments to improve the search suggestions is coming out “soon”.
