Instagram is enhancing its search features to better compete with TikTok, with a focus on attracting younger Gen Z users who often use social media as a search engine. This upgrade will facilitate the discovery of older content and provide smarter suggestions, allowing creators to gain visibility beyond the initial 24-hour window after posting. One key reason for the U.S. government’s interest in TikTok is its unique algorithm.

Unlike other platforms such as Instagram, which prioritize user interactions with posts, TikTok’s algorithm has a broader reach. As a result, TikTok videos can achieve extensive exposure. In response, Instagram is determined to improve its own capabilities to reduce the competitive edge TikTok currently holds.

Instagram has made it clear that it aims to rival TikTok by offering features like Reels, which mirror TikTok’s short-form video format. However, TikTok excels in certain areas, particularly in search functionality. Recently, Adam Mosseri, the head of Instagram, announced in a podcast that the company is focusing on enhancing the app’s search capabilities to better serve Gen Z users, who prefer using social media for informative purposes rather than conventional search engines.

Mosseri acknowledged that Instagram’s current search capabilities leave much to be desired. He stated that the company is investing more in content search, aiming to allow users to find specific types of content more effectively. This process may take time but is expected to benefit creators by enabling older and relevant content to resurface over time.

Moreover, Mosseri highlighted the need to enhance suggested searches on Instagram, aiming to provide insights similar to trending topics on platforms like X (formerly Twitter). While specific timelines for these improvements have not been disclosed, he assured users that the enhancements would be implemented soon.