Social networks instead of Google: Why is Gen Z looking for stuff on TikTok?
Google is no longer everyone's first choice! Increasingly, Gen Z is looking for information where it feels most natural - on social media.
Instead of long articles, Gen Z prefers short videos and authentic reviews from real people. This shift reflects a change in digital behavior where visual content and people's recommendations are taking center stage. Companies that want to stay top of mind with the younger generation need to adapt their strategy and be present where their target audience actually is.
Why are they looking differently and how are they thinking?
Generation Z has grown up in a digital environment full of speed and visual stimuli. They like directness, authenticity and content that isn't overwhelmed by ads. For them, a traditional Google search can feel stale, lengthy and many times they won't even find what they're looking for.
They prefer to rely on the collective wisdom of the community and visual examples rather than long texts and anonymous sources. They also believe that real user experiences are more valuable than anonymous reviews or SEO-optimized articles. According to a Pew Research Center study, Gen Z trusts information that comes from peers or content creators more than traditional authorities. This explains why they search through social networks rather than standard search engines.
TikTok as a search engine? Exactly!
According to Google data (yes, Google itself), almost 40% of young people already search for information on TikTok or Instagram rather than on traditional search engines. Why? Because it's faster, visual and straight to the point.
How come TikTok beats Google?
Tailored content - TikTok's algorithm is a masterpiece. Just a moment of scrolling and it knows what you want to see right away. Google can go bury itself with its sponsored links.
Speed and simplicity - Instead of reading long articles or searching for answers in discussions, you get a 30-second video with all the information.
Authenticity - While Google offers official articles and ads, TikTok shows real people with their real experiences.
First stop before the site. Or first go through Instagram then maybe the website.
Instagram has long been about more than just pretty pictures - for many people it's the first stop when they want to find out more about a brand. Instead of looking for the official website, they look to Instagram first, where they can immediately see real content, reviews and the way the brand interacts with its audience.
According to Meta, up to 70% of Instagram users search for new brands on this platform. Instagram has thus become a key tool for building trust and authenticity - if a brand doesn't have a quality and active profile, it can appear less trustworthy in the eyes of customers. This is a big difference from TikTok, where users expect entertaining, educational or viral content rather than a classic brand presentation.
Looking for inspiration? You're guaranteed to find it on Pinterest.
Pinterest acts as a visual search engine and one of the best tools for finding inspiration. Users actively search here for outfits, interior design ideas, tips for DIY projects or inspiration for weddings and celebrations.
Unlike TikTok and Instagram, which are dominated by dynamic content, Pinterest offers structured search that allows users to easily store and organize content into themed boards. This makes it an ideal platform for brands focused on the design, lifestyle and creative industries.
Businesses that properly optimize their posts on Pinterest can gain steady organic traffic and long-term visibility.
What does this all mean for brands and marketers?
Optimize your content - Use keywords in video descriptions to make your content easy to find.
Create valuable content - Don't sell, but directly show the benefit of your product/service through educational or inspirational content.
Collaborate with creators - Micro-influencers can be your secret weapon - their authenticity often yields better results than big name celebrities.
Be consistent - Publishing content regularly helps algorithms recommend your videos to a wider audience.
Use interaction - Encourage comments, answer questions, and engage the community to help the algorithm give your posts more views.
Analyze trends - Track what's popular and adapt your content accordingly
Google vs. TikTok: Who will win?
Google will be with us for a long time. But if you're targeting Gen Z, you should start thinking of TikTok as a SERIOUS SEARCH PLATFORM. Otherwise, you run the risk of not being found - even on good old Google.
Sources:
Pew Research Center (2022): Digital Behavior of Gen Z
Google Internal Data (2022)
Statista (2023): Pinterest Usage Trends
