Instagram is improving content search to win over TikTok creators
Instagram is upgrading its content search to help creators get discovered more easily, just as TikTok faces growing uncertainty in the US.
As TikTok’s future in the United States remains uncertain, Instagram is making major changes to stand out, especially when it comes to search. With new updates in the works, Instagram is hoping to become a more attractive platform for creators who rely on being discovered through content search.
The growing tension between the US and China has put TikTok under pressure again, even with a second extension delaying a potential ban. Trump’s trade tariff antics have made the possibility of China agreeing to a deal for TikTok even more dubious. Many creators are now wondering where to post next – and Instagram sees a clear opportunity to step in.
One of the key ways Instagram is hoping to win creators over is by improving how search works on the platform. In a recent episode of the Build Your Tribe podcast, Instagram boss Adam Mosseri admitted that the current system just isn’t up to scratch.
“We’re…starting to invest more in search on Instagram because there’s so much amazing content,” Mosseri said. “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.”
Right now, creators struggle to get long-term engagement from their posts, because Instagram’s search tools don’t make it easy for fans to find older content. There are no filters for time posted or ways to search using keywords within posts, which makes it hard for fans to dig deeper into a creator’s work.
Mosseri shared that this is something the platform is actively trying to fix. “It’s a long road, but I do think that could also be a really good one for people who are looking for things… But also for creators…it should allow content to resurface so that you don’t get all the value in those first 24 to 48 hours.”
This is especially important as, according to a survey, 74% of Gen Z now use TikTok search, with 51% of respondents favouring the platforms over Google. TikTok’s powerful search tools help fans easily find everything from a specific K-pop performance to behind-the-scenes content from their favourite artists. Instagram wants to offer a similar experience – and keep creators from jumping ship, while poaching creators from TikTok.
Alongside improvements to search, Instagram has also launched an iPad app and made other small updates to support creators. But, the main focus appears to be making content easier to find in order to keep creators happy and give users better ways to explore and rediscover content they love.
