Instagram is set to revamp its search functionality, according to head Adam Mosseri, in a bid to compete with social media rival TikTok and search giant Google. Mosseri made the remarks on a recent episode of the "Build Your Tribe" podcast, highlighting the app's current limitations in content search and its potential to improve user experience.

The move comes at a time when younger, Gen Z users are increasingly turning to social media platforms like TikTok for answers, rather than traditional search engines. Instagram, too, wants a larger share of this pie, and Mosseri acknowledges that the app's current search capabilities are not up to par. "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," he admitted.

Part of the problem, Mosseri explained, lies in the small team dedicated to Instagram search. However, Meta has recently "strengthened" this team, with the goal of rolling out more improvements over the coming months and years. This investment could pay off in the long run, allowing users to find content more easily and enabling creators to resurface their work beyond the initial 24-48 hour window.

The shift in how younger users search for content is a trend that's been gaining momentum for some time. Google itself has taken notice, with an executive suggesting in 2022 that social apps like TikTok and Instagram were eating into its core business, including Search and Maps. TikTok, meanwhile, has begun to directly compete with Google's ad business by allowing advertisers to target its search results page.

Market research studies have corroborated this shift, with one U.S. study finding that Instagram tops Google Search and other rivals as Gen Z's preferred search engine. Another study cited by Fortune found that 45% of Gen Z users are more likely to use social media for searches, while a HerCampus study found that 51% of Gen Z users favor TikTok over Google Search, primarily due to its short-form video format.

Mosseri's comments indicate that Meta is aware of the next frontier where Instagram needs to compete: as a search engine, not just a social network for keeping up with friends. The Instagram head also shared that only a "very small percentage" of average users post to the app's Feed on a given day, with Stories and DMs becoming the primary means of interaction with friends.

In addition to improving content search, Instagram is also looking to compete with TikTok on recommended searches that appear at the top of the comments section. On TikTok, these suggested searches are extracted from user conversations in the comments, and Instagram wants to replicate this feature. Mosseri revealed that a new version of the app, which prioritizes comments to enhance search suggestions, is set to roll out "soon."

As Instagram continues to evolve and adapt to changing user habits, its efforts to boost search functionality could have significant implications for the social media landscape. By improving its search capabilities, Instagram may be able to attract more users, increase engagement, and ultimately, challenge TikTok and Google's dominance in the search space.