Instagram wants to be your new search engine
But can it beat TikTok at its own game?
Instagram is finally admitting what a lot of us have known for a while: its search feature needs an update.
In a recent podcast, Instagram head Adam Mosseri said the company is “starting to invest more” in fixing it, especially for content search—not just usernames. “It’s not very good,” he admitted, noting that Instagram’s search team has been relatively small until now, but Meta’s been staffing up.
The timing for this isn’t random. More Gen Z users are skipping Google and turning to TikTok—and increasingly, Instagram—to look up everything from skincare routines to travel tips. I’ve done it myself: typed “best places to eat in Nairobi” on Instagram and got glossy influencer posts with no real info. Did the same on TikTok and found reviews, prices, and hidden gems.
Emmanuel Oyedeji
That experience tracks with the data. According to a HerCampus study, 51% of Gen Z prefers TikTok over Google Search. Another survey cited by Fortune says 45% of Gen Zers now rely on social platforms for search. Instagram wants a bigger slice of that pie—and it seems to be taking notes.
One big change that may be coming soon is suggested searches powered by comment sections.
It’s something TikTok already does—surfacing what people are asking about in real time. Mosseri says Instagram is working on its own version to roll out soon along with more content search features. That could make the app more useful and help creators get more visibility beyond the first 24 hours after posting.
But it’s still playing catch-up. TikTok already lets advertisers target search result pages, turning searches into revenue. Instagram isn’t there yet.
Mosseri’s right about one thing, though: “There’s so much amazing content.” But if users can’t find it easily, they’ll just keep searching elsewhere. Instagram has the scale with over 2 billion monthly active users compared to TikTok's 1 billion.
Now it needs the search tools to match.
Louis Eriakha
