Key Takeaways:
- Instagram is improving its search feature to help users find content more easily.
- Younger users are turning to social apps instead of Google for searches.
- TikTok still leads in engagement, but Instagram Reels is catching up.
- Instagram will use comments to make search better and show older content.
Instagram Wants to Make Search Better
Instagram’s boss, Adam Mosseri, recently said that the app’s search feature isn’t great and needs work. “When you search for content, not just accounts, Instagram isn’t very good at it,” he admitted on a podcast. But here’s the good news: Instagram is now investing more in improving search.
Why? Because there’s so much cool stuff on the app, and they want to make it easier for you to find it. Mosseri said they’ve had a small team working on search, but now they’re adding more people to make it better.
Why This Matters: Social Platforms Are Beating Google
Did you know that younger people are using apps like Instagram and TikTok more than Google to find stuff? A study by GRIN found that:
- 30.4% of Gen Z (ages 18-27) use Instagram for product discovery.
- 23.2% use TikTok.
- Only 21.8% use Google.
This is different from older generations. For example, 55.9% of Baby Boomers still rely on Google.
Another study by Bernstein Research found that 45% of Gen Z prefer using social media for searches. This shows a big shift in how people find information.
TikTok Is Still the King of Engagement
Even though Instagram is improving, TikTok is still ahead when it comes to keeping users engaged. According to Dash Hudson, TikTok has a 4.5% cross-channel engagement rate, while Instagram has 4.0%.
But here’s some good news for Instagram: Reels is getting closer to TikTok in terms of reach. The gap is now just 4%.
What’s Next for Instagram Search?
Mosseri shared some exciting upgrades coming soon to Instagram search:
- Older Content Will Be Easier to Find Right now, it’s hard to find posts older than a day or two. Instagram wants to change that so you can discover content no matter when it was posted.
- Comments Will Help You Find What You’re Looking For Sometimes the best info isn’t in the post itself but in the comments. Instagram is working on a feature that uses comments to suggest better search results.
- More Context in Search Results Mosseri explained that comments often have hidden gems. For example, if someone posts a video of a cool product, the comments might have links or details about it. Instagram wants to make it easier to find that kind of info.
A version of the app with these improvements is coming soon!
Why This Is a Big Deal for Creators
If Instagram makes search better, it could be a game-changer for creators. Right now, if you post something, it’s mostly seen in the first 24-48 hours. But with better search, your content could keep getting views for weeks or even months.
This could also help smaller creators gain more followers. If their content is easier to find, more people might stumble upon it.
The Future of Search on Social Media
As social apps keep improving their search features, they might become the go-to place for younger users. This could mean traditional search engines like Google have to work harder to stay relevant.
For now, Instagram and TikTok are in a race to see who can offer the best search experience.
What Do You Think?
Are you excited about these changes? Do you think Instagram will catch up to TikTok? Let us know in the comments!
