Zuckerberg stole another idea. Adam Mosseri just admitted Instagram's search is terrible, and their fix? Copy TikTok's search features instead of creating something original.
In a recent podcast, Instagram's head confessed they've been running search with a tiny team. This comes after years of Meta copying Snapchat's Stories, TikTok's Reels, and now TikTok's search functionality.
Why does this matter to you? Because when Zuckerberg sees something working elsewhere, he doesn't innovate - he duplicates. Instagram is now "strengthening" their search team to build what TikTok already perfected.
The real bombshell: Instagram knows its current content search is "not very good" compared to finding accounts. Yet instead of building something fresh, they're following TikTok's blueprint - again.
What's actually happening behind the scenes (aka Meta's copy-paste playbook):
- Instagram noticed 51% of Gen Z now favors TikTok over Google for searches
- They realized search is the new battleground for keeping users
- They're building technology to help your older content get discovered months later
- They're mining comment sections to surface the most valuable information
This is huge for content creators. Instead of your posts dying after 48 hours, the new algorithm could resurrect them weeks or months later when someone searches for related topics.
The most interesting part? Instagram noticed that "only a very small percentage" of regular users post to their Feed nowadays. The Feed has become "much more of a public domain" while Stories and DMs are where real friends interact.
Instagram is also copying TikTok's smart comment section searches. They're launching a feature that analyzes what people are talking about in comments and suggests searches based on that hidden gold mine of information.
The update is coming "soon" according to Mosseri.
While TikTok continues dominating young users' search habits, this move proves yet again that Zuckerberg would rather copy competitors than create something truly new. First Stories, then Reels, now Search - the pattern is painfully obvious.
This borrowed algorithm won't just change what you see - it confirms what we've always suspected about Zuckerberg: original ideas die at Meta's doorstep. The real question is what will they steal next?
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