The Chief Executive Officer (CEO) of Instagram, Adam Mosseri, has said that the firm aims to enhance the app’s search feature, acknowledging that this is a domain where Instagram might increase its competitive edge.

The comments, delivered during a recent edition of the “Build Your Tribe” podcast, come at a moment when younger Gen Z users often use social applications such as TikTok for information, rather than conventional search engines.

Instagram is included in that context; nonetheless, it recognizes that its standing may be more robust.

“We are beginning to allocate more resources to search on Instagram due to the abundance of exceptional content,” he said.

“Frankly, the functionality we refer to as content search in contrast to account searches, specifically searching for particular content is subpar on Instagram.”

The executive acknowledged that a contributing factor to the issue was the limited size of the team responsible for Instagram search; nevertheless, Meta has lately “bolstered” that team with the objective of implementing more enhancements in the next months and years.

“Although it is a lengthy journey, I believe it could be highly beneficial for individuals seeking opportunities.”

“You can envision that, regardless of your purpose for using Instagram, it would be advantageous to locate ‘that’ with greater ease,” Mosseri said.

“However, for creators, it should facilitate the resurgence of content, ensuring that value is not solely concentrated in the initial 24 or 48 hours.”

The method by which Gen Z and younger people seek material has been undergoing change for some time.

In 2022, a Google executive acknowledged that social applications like as TikTok and Instagram were encroaching onto its fundamental operations, including Search and Maps, hence impacting its future as a search provider.

Last autumn, TikTok started direct competition with Google’s advertising sector by enabling its marketers to target the search results page.

Numerous market research studies have corroborated this transition in the internet and online search use among younger demographics, although to varying extents.

In a U.S. research, Instagram surpassed Google Search and other competitors as the favored search engine among Gen Z.

However, this remains a competitive contest that Instagram has not definitively secured.

A Bernstein Research survey referenced by Fortune in April 2024 indicated that 45% of Gen Z individuals are more inclined to use social media for searches, while a 2024 HerCampus study mentioned in eMarketer revealed that 51% of Gen Zers choose TikTok over Google Search, mostly due to its short-form video style.

Mosseri’s remarks suggest that Meta recognizes Instagram’s need to compete as a search engine rather than only a social network for maintaining friendships.

A very “very small percentage” of typical users (non-creators) contribute to Instagram’s Feed daily, he said, further stating that this segment of Instagram is increasingly becoming into “a public domain.”

Stories and direct messages (DMs) serve as platforms for users to engage with their peers.

Instagram seeks to rival TikTok in search functionality by introducing suggested searches at the top of the comments section.

The recommended search on TikTok is derived on the discussions occurring in the comments. Instagram aims to enhance that aspect as well.

“Occasionally, the most intriguing context resides not within the video itself but in the surrounding commentary, which is invariably found in the comments.”

“Consequently, our objective is to provide easier access to such information, allowing you to explore further,” he stated.

He said that the iteration of Instagram’s application, which prioritizes comments to improve search recommendations, would be released “soon.”