Instagram seems to be following along by fully preparing its platform to start offering search results. This attempt is reportedly in response to TikTok’s growing power as a search engine alternative. Even Adam Mosseri, the head of Instagram himself, admitted that the platform’s search options are lacking. In response, the company is releasing robust improvements to address them. These changes make it easier for users to discover the most relevant content to them. Beyond that, they improve the platform’s overall user experience.
Instagram’s rationale for its new changes is rooted in the increasing trends of younger users. As a recent Bernstein Research study confirms, 45% of Gen Zers would rather use social media to search. In fact, a recent study from HerCampus found that 51% of Gen Zers prefer using TikTok to Google Search. They love TikTok’s short-form video format! Knowing this is the case, Instagram is making moves now to ensure it’s seen as a worthy competitor to search engines.
Instagram wants to make your experience better by releasing a completely separate version of its app. This update will use these comments to create better search suggestions. Mosseri explained the importance of comments in context, stating that “sometimes, where the real interesting context is not … in the video that someone uploaded, but in the context around it — which is almost always in the comments.” Instagram is working on making contextual information more prominent. This is going to give users even more ways to find content that’s right up their alley.
Furthermore, Instagram plans to roll out recommended searches to show atop the comments box. This new feature will help users find the most popular and topical relevant topics, leading them to the information in a more intuitive way. “It’s a long road, but I do think that could be a really good one for people who are looking for things,” Mosseri added, highlighting the potential benefits of these improvements.
Instagram’s commitment to enhancing its search functionality comes at a critical time when social media apps like TikTok are increasingly challenging Google’s dominance in the search and advertising arena. TikTok has started competing with Google’s core advertising business directly by allowing advertisers to target its search results page. This seismic shift has spurred tremendous fear within Google over the effects social platforms are having on its traditional bread and butter.
Search improvements Instagram has since responded by pouring resources into its previously underfunded small team dedicated to improving search. The company plans to roll out additional improvements in the months and years ahead. This change is yet another testament to their deep dedication to improving the user experience. Mosseri emphasized that “we’re … starting to invest more in search on Instagram because there’s so much amazing content.” Souza’s investment is a sign of Instagram’s growing realization of how valuable all that user-generated content is.
While Instagram encourages posts to remain relevant forever, even after they are posted. It desires users to be able to rediscover posts days after they were created—24 or 48 hours even. “But for creators … it should allow content to resurface so that you don’t get all the value in those first 24 or 48 hours,” Mosseri explained. Overall, this strategy aims to make creators’ work more visible and help valuable content persist and still be found long after it was first created.
Picture this, earning the ranking of Instagram… Instagram is getting ready to roll out its much-anticipated new app version. Users should be excited about a more robust and easier to use search experience! The integration of comments into search functionality not only aligns with current trends but signals Instagram’s determination to remain relevant in an ever-evolving digital landscape.
Leave a Reply