When you're young and want to know something, do you open Google? Or do you go straight to Instagram or TikTok? For an increasing number of Gen Zers, the answer is clear. They use social media as their search engine. Instagram is responding to this and will significantly improve its search function. This was confirmed by Adam Mosseri, head of Instagram, in a recent podcast.
Younger users search differently.
The changes are aimed at making the search experience more appealing. Think of shorter paths to relevant content, directly from comments or popular themes. This step is not only a response to the popularity of TikTok but also a deliberate choice to take social search seriously.
Impact on businesses and organizations
The way users search is changing rapidly. Platforms like Instagram are increasingly being used to find information about products, services, or trends. This means that companies can no longer rely solely on visibility on Google. Your presence and content on Instagram are also becoming crucial.
In particular, short, visual content such as Reels and Stories can now be discovered even more effectively. With improved suggestions based on comments in posts, the likelihood of your content being picked up organically is increasing. This makes the platform more relevant than ever for brands looking to reach young audiences.
Improvements on the way
Meta has expanded the team behind Instagram Search. Significant updates are planned for the coming months. A new version of the app will be launched soon, focusing on improving the comment section. This section is set to become not only clearer but also more effective in helping users find relevant search terms and themes.
Businesses would do well to keep an eye on this shift. By staying active in posting, engaging with trending topics, and focusing on video content, they can enhance their visibility in this new search environment.