Did you know that 45% of Gen Z users now prefer social media over traditional search engines like Google, according to a 2024 Bernstein Research study cited by Fortune? In India, where Instagram boasts over 230 million users—its largest market globally—this shift is reshaping how young people discover content (Statista, 2023). Instagram’s head, Adam Mosseri, recently admitted on the Build Your Tribe podcast that the platform’s search functionality lags behind, stating, “We’re starting to invest more in search on Instagram because there’s so much amazing content, and quite frankly… it’s not very good”. This acknowledgment comes as Instagram ramps up efforts to compete with TikTok, particularly for India’s Gen Z, who increasingly turn to social platforms for answers.
With TikTok banned in India since 2020, Instagram has a golden opportunity to dominate. Yet, global trends show TikTok setting the bar for search innovation. This article explores Instagram’s strategic push to enhance its search capabilities, the fierce competition with TikTok, and why this matters for India’s 68% of internet users aged 16-24 who regularly use the platform (DataReportal, 2024).
The Social Media Search Revolution: Gen Z Leads the Way
The way people search is evolving fast, especially among Gen Z. A 2024 HerCampus study cited by eMarketer found that 51% of Gen Z prefers TikTok over Google Search, thanks to its engaging short-form videos. In India, where 72% of Gen Z favors visual content over text (Kantar, 2024), Instagram is a key player. With 230 million users and counting, India is Instagram’s biggest market, outpacing the U.S. (Statista, 2023). Yet, a gap remains: Instagram’s search is account-focused, not content-driven, unlike TikTok’s intuitive algorithm.
Google itself flagged this trend in 2022, with an executive noting that social apps like Instagram and TikTok were eating into its Search and Maps business (TechCrunch, 2022). In India, this shift is amplified by a young, tech-savvy population. A 2024 Insider Intelligence study revealed that 62% of Indian Gen Z uses social media daily to discover content, with Instagram at 58%—close, but trailing TikTok’s global influence. Instagram knows it must act to stay relevant.
Instagram’s Search Upgrade: What’s Changing?
Adam Mosseri didn’t mince words: Instagram’s search needs work. “The team working on Instagram search has been small, but Meta recently strengthened that team with the goal of rolling out more improvements,” he shared (Build Your Tribe, 2024). The focus? Making content—not just accounts—easier to find. Currently, typing a query into Instagram’s search bar pulls up profiles rather than specific posts or topics. Mosseri sees this as a missed opportunity: “It’d be great to be able to find ‘that’ more easily… and for creators, it should allow content to resurface” beyond the first 48 hours.
One upcoming feature draws inspiration from TikTok: recommended searches based on comments. “Sometimes, the real interesting context is… in the comments,” Mosseri explained. Soon, Instagram will surface suggested searches at the top of comment sections, enhancing discoverability (Instagram Blog, 2024). For Indian users—who love engaging with Reels and Stories—this could transform how they explore fashion, food, or travel content.
TikTok vs. Instagram: The Battle for India’s Gen Z
TikTok’s 2020 ban in India left a void that Instagram filled with Reels, now a hit among Indian users. Yet, TikTok’s global search dominance—driven by its algorithm and comment-based suggestions—sets a high standard. A 2024 Insider Intelligence report notes that 62% of Indian Gen Z uses social media daily for content discovery, with Instagram slightly behind at 58%. Why? TikTok’s ability to surface niche content fast keeps it ahead in user experience.
Instagram’s response is timely. With Meta bolstering its search team, the platform aims to mirror TikTok’s context-driven approach. This matters in India, where influencer marketing is booming—projected to hit $2.8 billion by 2025 (Influencer.in, 2024). Enhanced search could help Indian creators sustain content visibility, driving engagement beyond the initial post.
Why India Matters: A Market in Focus
India’s social media landscape is unique. With 55% of users relying on platforms like Instagram for product discovery and reviews (Kantar, 2024), it’s a goldmine for brands and creators. Instagram’s 230 million-strong user base includes a massive Gen Z cohort—68% of 16-24-year-olds are active monthly (DataReportal, 2024). Post-TikTok ban, Reels became a lifeline, but search improvements could cement Instagram’s dominance.
Take influencer marketing: Indian creators like Kusha Kapila and Dolly Singh thrive on Instagram, but limited search functionality caps their reach. Mosseri’s vision of resurfacing content aligns perfectly with India’s visual-first audience, who crave fresh, discoverable posts. As Mosseri noted, “It’s a long road, but… really good for people who are looking for things” (Build Your Tribe, 2024).
Conclusion: Instagram’s Next Frontier
Instagram’s push to beef up its search is more than a tech tweak—it’s a bid to win Gen Z’s loyalty, especially in India. As TikTok’s global shadow looms, Instagram’s enhanced search, comment-driven suggestions, and focus on content discoverability could redefine its role in India’s social media scene. For a nation of 230 million users, this evolution promises richer experiences and bigger opportunities for creators.
As Instagram Beefs Up Search to Rival TikTok, Will Instagram outpace TikTok’s legacy in India? As Mosseri says, “It’s a long road,” but the stakes—and potential—are sky-high.
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