Did you know that 51% of Gen Z users in the U.S. prefer TikTok over Google for search, according to a 2024 HerCampus study cited by eMarketer? Or that 45% of Gen Zers are more likely to turn to social media platforms for answers, per a Bernstein Research study reported by Fortune in April 2024? These stats highlight a seismic shift in how younger generations discover content online—a shift that Instagram, under the leadership of Adam Mosseri, is determined to capitalize on. However, Instagram Boosts Search Features to lure TikTok users if US ban hits.
On a recent episode of the “Build Your Tribe” podcast, Mosseri revealed that Instagram is beefing up its search functionality to compete head-to-head with TikTok, admitting that its current “content search” capabilities lag behind. As of April 8, 2025, this move signals a pivotal evolution for Instagram, aiming to solidify its position as a top search engine for Gen Z in the U.S.
Why Instagram’s Search Needs a Revamp
Instagram has long been a powerhouse for social networking, boasting over 2 billion monthly active users globally as of early 2025. Yet, when it comes to search—especially finding specific content rather than accounts—it’s been playing catch-up. Mosseri didn’t mince words: “We’re starting to invest more in search on Instagram because there’s so much amazing content,” he said. “And quite frankly, what we call content search—as opposed to searching for an account, actually searching for some type of content—it’s not very good on Instagram.”
This admission isn’t just candor—it’s a strategic pivot. Historically, Instagram’s search team was small, limiting its ability to innovate. But Meta, Instagram’s parent company, has recently “strengthened” this team, Mosseri noted, with plans to roll out improvements over the coming months and years. The goal? To make Instagram a go-to platform not just for social connection but for content discovery—think “best brunch spots in LA” or “DIY home decor ideas”—areas where TikTok currently reigns supreme.
The Gen Z Search Behavior Shift
The urgency behind Instagram’s search overhaul stems from a clear trend: Gen Z is redefining how search works. A 2022 statement from Google’s Senior Vice President Prabhakar Raghavan, reported by TechCrunch, warned that nearly 40% of young people in the U.S. bypass Google Search and Maps for platforms like TikTok and Instagram when seeking recommendations. Fast forward to 2025, and this trend has only intensified. TikTok’s short-form video format—delivering quick, visual answers—has made it a search juggernaut, with 64% of Gen Z using it as a search engine, per Adobe’s 2024 data.
Instagram isn’t blind to this. Mosseri’s comments reflect Meta’s recognition that the platform must evolve beyond a space for keeping up with friends (via Stories and DMs) into a robust search engine. “Only a very small percentage of average users post to Instagram’s Feed on a given day,” he explained. “It’s becoming much more of a public domain.” This shift aligns with Gen Z’s preference for authentic, discoverable content over traditional feed-based interaction.
How Instagram Plans to Outshine TikTok
So, what’s Instagram bringing to the table? Mosseri outlined a multi-pronged approach to enhance search, focusing on usability for users and longevity for creators. Here’s how:
1. Enhanced Content Search
Unlike TikTok, where a search for “travel tips” yields a flood of concise videos, Instagram’s current search often prioritizes accounts and hashtags over content. Mosseri wants to change that. “It’s a long road,” he said, “but I do think that could be a really good one for people who are looking for things.” Imagine searching “vegan recipes” and instantly finding a curated mix of Reels, posts, and Stories—Instagram aims to make this seamless.
2. Resurfacing Content for Creators
TikTok’s algorithm excels at keeping content alive long after it’s posted, thanks to its For You Page. Instagram, however, sees most engagement drop off within 48 hours. Mosseri’s vision is to “allow content to resurface,” giving creators more value over time. This could mean older Reels or posts reappearing in search results, boosting discoverability—a critical edge in the Instagram vs. TikTok competition.
3. Leveraging Comments for Suggested Searches
One area where TikTok shines is its use of comments to fuel suggested searches. Mosseri acknowledged this strength: “Sometimes, the real interesting context is not in the video someone uploaded, but in the context around it—which is almost always in the comments.” Instagram is set to roll out an updated version “soon” that surfaces comment-driven search suggestions at the top of posts. For example, a post about “NYC hidden gems” might prompt suggested searches like “best coffee shops NYC” based on user chatter—a feature poised to rival TikTok’s intuitive search experience.
The Bigger Picture: Instagram vs. TikTok in 2025
Instagram’s search overhaul isn’t just about catching up—it’s about staying relevant. TikTok has escalated the rivalry, with moves like targeting its search results page for ads in 2024, directly challenging Google’s ad dominance. Meanwhile, a U.S.-focused study from 2024 showed Instagram edging out Google Search among Gen Z for certain queries, per Forbes. Yet, TikTok’s 51% preference rate keeps it ahead.
Mosseri’s bet is that by blending social networking with robust search, Instagram can carve out a unique niche. “Whatever you use Instagram for, it’d be great to be able to find ‘that’ more easily,” he said. Whether it’s fashion inspiration, travel hacks, or local recommendations, Instagram wants to be the one-stop shop.
What This Means for Users and Creators in the U.S.
- For Users: Expect a more intuitive Instagram search experience by late 2025, with faster access to relevant Reels and posts. Searching “best hiking trails near me” could soon rival TikTok’s video-driven results.
- For Creators: Longer content lifespans mean more opportunities to reach audiences months after posting. Optimize now with keywords like “Instagram search tips 2025” to stay ahead.
Conclusion: A Search Revolution Unfolds
Instagram’s push to beef up its search functionality, as articulated by Adam Mosseri, marks a bold step to challenge TikTok’s dominance among Gen Z in the U.S. With Meta’s resources behind it, Instagram is poised to transform from a social hub into a search powerhouse. As Mosseri put it, “It’s a long road,” but the destination—a platform where content is king and discovery is effortless—could redefine how Americans engage online.
Stay tuned for updates as Instagram rolls out these changes. Follow Adam Mosseri on Twitter for the latest insights, and explore Instagram’s official blog for announcements. How do you think Instagram’s search revamp will stack up against TikTok? Share your thoughts below!
What do you think of Instagram’s search improvements? Share your thoughts in the comments below and let’s discuss how these changes might impact your experience!
Stay Tuned & Stay Connected!