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Gen Z’s Social Search Revolution: How TikTok and Instagram Are Challenging Google

Bob Hutchins
28 min readApr 2, 2025

Gen Z is increasingly treating social media platforms as search engines, preferring TikTok, Instagram, and other visual-first apps over traditional search engines like Google. Recent data confirms this generational shift: nearly half of young adults now turn to social media for answers instead of “Googling”. In fact, a 2024 survey found 45% of Gen Z are more likely to use “social searching” on TikTok or Instagram than Google, compared to ~35% of Millennials (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead). This trend has major implications for how brands approach search engine optimization (SEO) and online visibility. Below, we dive into updated 2025 statistics on Gen Z’s search habits, why visual platforms are winning their attention, and how brands can adapt — with real examples of those who’ve successfully caught this wave.

Gen Z’s Shift to Social Media for Search

It’s no secret that Gen Z spends much of their time on social apps — and increasingly, they use those apps to search for information, products, and recommendations. Google itself has acknowledged this shift. Prabhakar Raghavan, a Google Senior VP, revealed that “nearly 40% of young people prefer TikTok or Instagram over Google” when looking for places to eat lunch (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead). While that stat referred to a specific use case (local searches like restaurants), broader research in 2024 shows a general migration of search behavior:

Trend: Growing percentage of Gen Z who use social media as their primary search engine (from ~40% in 2016 to ~52% in 2023) (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead). Younger consumers increasingly start their searches on TikTok, Instagram, and other social platforms, a trend that has accelerated into 2025.

These trends underscore why Gen Z’s search habits differ: visual content, authenticity, and personalization. Surveys show Gen Z loves how TikTok’s algorithm personalizes discovery — “two in five cited personalization as the reason they are drawn to TikTok [for search]” (Is TikTok the new Google? [Infographic] | Wordtracker). They also trust peer creators and influencers more than faceless web pages. As a result, brands must rethink their search strategy to meet Gen Z on their terms.

Visual Platforms vs Traditional Search: Time Spent & Experience

Why is Google losing ground with young users? A big factor is where Gen Z spends their time. Social apps dominate Gen Z’s online hours, whereas time actively spent on Google search is comparatively minimal. The contrast is striking:

Average daily time Gen Z spends on TikTok vs. on Google Search. Gen Z users often spend close to an hour per day on TikTok’s immersive video feed, versus only a few minutes (or a handful of quick queries) on Google (TikTok Statistics You Need to Know in 2025) (How Many Google Searches Are There Per Day? March 2025).

The typical Gen Z user might scroll TikTok for nearly an hour a day (U.S. adults average ~54 minutes on TikTok daily (TikTok Statistics You Need to Know in 2025), and teens likely even more). Globally, people spend about 95 minutes per day on TikTok on average, the most of any social network (TikTok Statistics You Need to Know in 2025) (TikTok Statistics You Need to Know in 2025). Instagram usage is also high, around 33 minutes per day for U.S. adults (TikTok Statistics You Need to Know in 2025). In contrast, how much time do we spend actively searching Google? It turns out the average Google user performs only ~4 searches per day (How Many Google Searches Are There Per Day? March 2025). Even if each search session lasts a minute or two, that’s maybe 4–8 minutes per day — an order of magnitude less engagement than TikTok commands. From Gen Z’s perspective, Google Search is a utility (used when needed, then quickly exited), whereas TikTok/Instagram are destinations where they live online. This disparity in engagement helps explain Gen Z’s preference for using the platforms they’re already deeply engaged with to find information.

It’s not just about minutes, though. The experience of searching on a social platform is very different from a search engine results page. TikTok and Instagram turn up short videos, influencer recommendations, and visual inspiration — formats that resonate with Gen Z’s learning style — whereas Google’s results are a list of links, often leading to dense text. One Gen Z college student described Google’s text results as “a wall of information” that feels overwhelming, whereas TikTok’s bite-sized videos are easier to digest for quick info (Social Search: How Users are Turning to Social Media … — PRNEWS). There’s also a perception of authenticity and relevance: Gen Z searchers can see a real person talking about their experience or tips (on TikTok/IG) rather than an anonymous article that might be SEO-gamed. No surprise then that influencers are now a primary way Gen Z discovers products and info — one report found influencers are the top source for product discovery among Gen Z, more than any other channel (How Gen Z is redefining discovery on TikTok, Pinterest, and beyond).

Another reason visual platforms win? Entertainment and multitasking. Searching on TikTok feels like hanging out on social media — you might be looking for something specific, but you’re also entertained along the way by the algorithm’s suggestions. Google is utilitarian: you formulate a query, get answers, and leave. Gen Z often prefers an experience that’s interactive and fun. As Kalley Huang wrote, “For Gen Z, TikTok is more than entertainment. It’s a search engine.” The reverse is also true: Google is trying to become more visual and conversational (with features like video highlights, images, and AI snippets), but it still lags in ambient engagement.

How Gen Z Finds Information: TikTok vs Google (A Look at the Process)

To better understand the Gen Z search revolution, let’s compare how a typical Gen Z user might discover info on TikTok versus on Google:

Flow chart: The Gen Z search journey on TikTok vs Google. On TikTok, discovery is driven by visual content and in-app engagement; on Google, the user is directed to external websites for answers.

  • TikTok Search Flow: A Gen Z user opens TikTok (often instead of opening a web browser). They enter a query in TikTok’s search bar — say, “easy dinner recipe” or “best sneakers 2025”. TikTok returns a feed of short videos: creators showing a quick recipe demo, or a fashion influencer reviewing their favorite sneakers. The user watches a 30-second clip and gets the answer or recommendation they needed. They might follow the creator or click the link in the creator’s bio for more info, but all of this happens within the TikTok app. The content is engaging, personalized (thanks to TikTok’s algorithm), and often peer-to-peer in tone. Even serendipitous discovery plays a role — the user might not even type a query, instead stumbling on useful info via the “For You” feed or trending hashtags.
  • Google Search Flow: A Gen Z user with a query goes to Google (likely as a secondary step if they didn’t find it on social). They type a question into Google Search. Google returns a page of blue links (or maybe a snippet). The user has to click one of those results — e.g., a blog post or a news article — which takes them out of Google to an external website. They then read a text-based answer, possibly wade through ads or scroll, to get the info. If it’s not immediately clear, they might bounce back and click another link. It’s a more static, one-dimensional experience. While Google is extremely powerful for broad info and there’s immense information depth on the web, the process feels more like research or work, whereas TikTok feels like an interactive exploration.

This isn’t to say Google is obsolete — far from it. For many types of queries (complex research, official information, academic needs), Google and traditional SEO content remain crucial. But for everyday queries where Gen Z wants quick, relatable answers, social platforms have become the first stop. Google has even started integrating TikTok and Instagram content into its results for some searches (TikTok gains favor among Gen Z over Google for searches), a testament to social media’s rising role in information discovery.

TikTok vs Instagram: Which Platform Drives More Engagement?

TikTok and Instagram are two of Gen Z’s favorite platforms for “social searching.” Both are highly visual and influencer-driven, but they have different strengths. How do they compare in terms of Gen Z engagement? Let’s look at a few key metrics:

Engagement comparison: Average daily time spent on TikTok vs Instagram (U.S. users). TikTok commands significantly more attention per day (almost an hour) than Instagram (about a half hour) on average (TikTok Statistics You Need to Know in 2025) (TikTok Statistics You Need to Know in 2025).

  • Time Spent: Gen Z (and users overall) spend more time on TikTok than on Instagram. TikTok’s addictive feed keeps users watching video after video. As of 2024, U.S. adults spend ~54 minutes per day on TikTok on average, versus about 33 minutes on Instagram (TikTok Statistics You Need to Know in 2025). Globally, TikTok usage is even higher (90+ minutes). This suggests TikTok may have an edge in total engagement. Many Gen Z users describe TikTok as “endlessly entertaining,” whereas Instagram, while still popular, involves more passively scrolling friends’ content or curated images which might not hold attention as long.
  • Usage Penetration: Instagram actually has a slightly larger user base among U.S. teens/Gen Z — e.g., 89% of Gen Z social media users are on Instagram, versus 82% on TikTok, according to Sprout Social’s 2025 Index (Gen Z Social Media Trends & Usage | Sprout Social). Instagram has been around longer and still ranks as Gen Z’s top platform for connecting with friends. However, TikTok is Gen Z’s favorite for product discovery and for pure content consumption (Gen Z Social Media Trends & Usage | Sprout Social). In essence: nearly all Gen Z uses both Instagram and TikTok, but they may use them differently.
  • Engagement Type: On Instagram, Gen Z engages via Stories, Reels, DMs, and posts — a mix of creating and consuming. On TikTok, the engagement is heavily tilted toward content consumption (with users creating videos if inspired, but many primarily viewing). Interestingly, Instagram Reels (short videos) now compete directly with TikTok’s format, and data shows Reels can achieve massive reach (Instagram Reels get ~36% more reach than other IG post types) (Data Shows Instagram Reels are Best For Reach — But Not Engagement). Yet for active engagement (comments, likes), Instagram’s older format of carousel posts still slightly leads (carousels see ~12% higher engagement than other post types on IG) (Data Shows Instagram Reels are Best For Reach — But Not Engagement). The takeaway: TikTok’s strength is its algorithmic reach and immersive video, while Instagram combines new features (Reels) with its legacy social graph and communication features.
  • Trust and Influence: Both platforms are key for influencers, but Gen Z tends to see TikTok influencers as especially relatable. Surveys indicate that about 4 in 10 Gen Z consumers prefer content from “everyday” creators over polished ads (How Gen Z is redefining discovery on TikTok, Pinterest, and beyond). Instagram has a mature influencer ecosystem too, but it’s more saturated with branded content, whereas TikTok’s discovery engine can catapult a genuine creator to viral fame overnight. That said, Instagram is often used for deeper connection — a Gen Z shopper might discover a product on TikTok, then check the brand’s Instagram for authenticity or reach out via IG DMs for customer service (Gen Z Social Media Trends & Usage | Sprout Social) (Gen Z Social Media Trends & Usage | Sprout Social). The platforms play complementary roles in many cases.

In summary, TikTok tends to capture more raw viewing time and viral reach among Gen Z, while Instagram leverages its ubiquity and social connections. For marketers, the lesson is to leverage both: ensure your brand has a presence on TikTok (for discovery by Gen Z searchers) and on Instagram (for community and follow-up engagement). Next, we’ll explore how influencer strategies have evolved in this landscape and how brands can marry social media tactics with traditional SEO.

The Evolution of Influencer Collaboration (Timeline)

Gen Z’s social search habits are intertwined with the rise of influencers and user-generated content. Over the past decade, influencer marketing has evolved dramatically — from early YouTube stars to Instagram mega-influencers to today’s TikTok creators. Understanding this evolution can help brands craft strategies that resonate with Gen Z. Here’s a brief timeline of influencer collaboration trends:

Timeline of influencer marketing evolution and platform features (2010s to 2025). From the early days of YouTube and Vine to TikTok’s dominance today, brands have continually adapted their influencer strategies to reach Gen Z.

  • Early 2010s: Social influencer marketing begins to take shape. Brands start partnering with popular YouTubers and Instagrammers, though it’s a new concept. By 2013, the short-video app Vine launched, pioneering 6-second viral videos and turning regular teens into stars overnight. Vine’s rise (and fall by 2016) set the stage for the short-form video craze (Evolution of Influencer Marketing — Lessons for Brands 2024) (Evolution of Influencer Marketing — Lessons for Brands 2024).
  • Mid-2010s: Influencer marketing takes off. Platforms like Instagram see an explosion of sponsored posts. Brands realize online creators can drive serious engagement, and dedicated influencer agencies/tools emerge to facilitate collaborations (around 2015–2016) (Evolution of Influencer Marketing — Lessons for Brands 2024). This era focused often on macro-influencers — those with huge followings — as brands chased big reach.
  • 2016: TikTok’s precursor, Musical.ly, gains popularity (Musical.ly merged into TikTok in 2018). When Vine shut down in 2016, many creators migrated to Instagram, YouTube, or the emerging TikTok platform (Evolution of Influencer Marketing — Lessons for Brands 2024). Short-form, creative video content found a new home in TikTok, which would soon become Gen Z’s favorite app.
  • Late 2010s: TikTok’s emergence (around 2018–2019) shifts influencer culture again. A new wave of creators gain massive followings on TikTok with a more casual, authentic style that Gen Z loves. Brands begin experimenting with TikTok challenges and meme-style content, collaborating with “viral” creators who may not have the polish of Instagram stars but have highly engaged Gen Z audiences.
  • 2020–2021: The pandemic accelerates TikTok’s growth; brands that embrace TikTok’s trends reap rewards. This period also sees the rise of micro-influencers and niche creators valued for their tight-knit communities and high trust. Gen Z’s BS radar is strong — they prefer influencers who feel genuine, even if they have smaller followings. Brands shift to a mix of big influencers for reach and micro-influencers for authenticity.
  • 2022: The social search trend becomes undeniable. Google’s acknowledgement (the “40% prefer TikTok/IG” comment) in 2022 (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead) underscores that influencers on those platforms are stealing attention from traditional SEO content. Influencer marketing is now mainstream enough that 56% of Gen Z and Millennials trust influencers’ input on products — far more than older generations do (The 2025 Influencer Marketing Guide — Morning Consult Pro). Also in 2022, TikTok introduced new features like longer videos and enhanced search, signaling its intent to compete directly with Google/YouTube.
  • 2023: Big year for platform innovations. TikTok launched in-app Search Ads and expanded TikTok Shop e-commerce globally (How Gen Z is redefining discovery on TikTok, Pinterest, and beyond) ( In Brief: TikTok Helps Brands Sell to Gen Z; Corporate ESG Efforts Fade or Rebrand | PRSA ). Instagram continued pushing Reels and added features for creators to collaborate (like Collabs, subscriptions). The line between “influencer content” and “advertising” blurred further with native shopping integrations. For brands, collaborating with influencers now isn’t just about sponsored posts — it’s about co-creating trending content that is searchable and shop-enabled. Notably, 2023’s holiday season was the first with TikTok Shop in the US, and brands jumped on it to let Gen Z directly buy trending items they discovered on TikTok ( In Brief: TikTok Helps Brands Sell to Gen Z; Corporate ESG Efforts Fade or Rebrand | PRSA ).
  • 2025: Influencer collaborations have become “always-on” and multi-platform. Brands no longer see influencer marketing as a one-off activation; it’s integrated into SEO, content, PR, and even product development. The focus is on authenticity: brands engage creators to make content that feels organic and helpful (which in turn performs well in social search algorithms). We also see crossover — e.g., brands repurposing influencer-driven FAQs from TikTok onto their website to improve Google SEO (since those are the questions Gen Z actually asks). Essentially, the influencer playbook now is about being present where Gen Z searches — on social — and then amplifying that content across all channels.

Bottom Line: The nature of influence has changed. Gen Z cares less about celebrity and more about relatability — 94% of Gen Z trust influencers (even those with smaller followings) more than traditional ads (28 Consumer Trends That Will Shape Influencer Marketing in 2025). They often search within social platforms for influencer opinions as a form of research. Brands that collaborate with the right creators (and empower them to be genuine) become part of the conversation when Gen Z searches socially. For example, a skincare brand whose products are authentically reviewed by a TikTok skincare guru may show up when a teen searches “best moisturizer” on TikTok. In the next section, we’ll outline how brands can consciously apply social media tactics to traditional SEO to capture this traffic.

Applying Social Media Tactics to Traditional SEO

Given Gen Z’s behavior, the old siloed approach — SEO or social media marketing — is no longer effective. Forward-thinking brands use social media tactics to inform their SEO strategy, essentially creating a unified “social SEO” approach. Here’s a step-by-step process for doing that:

  1. Research Social Search Trends: Use TikTok’s search bar, Instagram Explore, and social listening to see what Gen Z is asking. These platforms auto-suggest popular queries. For example, notice if “how to style cargo pants” or “best vegan protein powder TikTok” are trending queries (How Gen Z is redefining discovery on TikTok, Pinterest, and beyond). This is akin to keyword research, but on social platforms. Also, pay attention to which hashtags or sounds are trending around your industry.
  2. Create Content That Answers Those Queries (Social-First): Rather than writing only a text article for Google, create a short video or visual content that directly answers the question in an engaging way. If Gen Z is searching TikTok for “easy dorm room recipes,” a brand (or its partnered influencer) might post a series of quick recipe videos using its products. Make sure to include the question or keywords in captions and on-screen text — TikTok’s algorithm does index text for search relevance.
  3. Leverage Influencers and UGC: Partner with creators to produce authentic content around those topics. Influencer content often ranks well in social searches because it’s relatable and gets strong engagement. For instance, a travel company might work with a TikTok travel vlogger to showcase “Top 5 budget travel hacks” — this could appear in search results for Gen Z travelers on social. Encourage user-generated content (UGC) via challenges or hashtags, so there’s a breadth of content on the topic.
  4. Repurpose and Optimize for Google: Take the insights and even the content itself from social, and repurpose it on your website or YouTube (which is Google-indexed). For example, embed the TikTok videos in a blog post that also answers the query in text. This way, you cover both fronts: if someone searches the question on Google, your site can appear (and they find the video embedded, which keeps Gen Z engaged); if they search on TikTok, your video natively appears. Use schema markup and SEO best practices on your site, but let the content’s style be influenced by what worked on social (e.g., an informal Q&A format, or incorporating the influencer’s quote).
  5. Use Visuals and Short-Form on Your Site: Traditional SEO content doesn’t have to be boring. Incorporate short videos, infographics, and even memes into your webpages. Google’s results are evolving to include more visuals (images, video snippets). By making your content more visual (the way social content is), you increase the chances of capturing Gen Z attention when your site does get visited. For instance, if a Gen Z user clicks a Google result and sees a quick 30-second explainer video at the top of the page (versus a wall of text), they’re less likely to bounce.
  6. Optimize Your Social Profiles & Content for Search: On the flip side, apply some SEO thinking to your social profiles. Use relevant keywords in your TikTok captions, Instagram bios, video descriptions, and hashtags — without being spammy. TikTok recently increased the length of video descriptions, allowing more detailed text (which helps with search) (TikTok gains favor among Gen Z over Google for searches). For example, a fashion retailer might ensure words like “affordable streetwear” or “vintage style tips” are in the captions of their TikToks if those are terms Gen Z searchers use.
  7. Monitor and Iterate: Treat social search performance like you would Google rankings. Track what questions or keywords your social posts are ranking for (some tools and manual searching can help). Read comments — often Gen Z will literally comment with follow-up questions; those are great fodder for new content (and also clues to what they might search next). If you notice your content didn’t resonate, adjust — maybe the video was too promotional and not authentic enough, or maybe the topic wasn’t quite what Gen Z wanted to know. The feedback cycle on social is faster than on Google, so you can iterate quickly.

By blending these tactics, you essentially create a feedback loop between social media and SEO: Social platforms tell you what your audience cares about (in their language); you create content to meet those needs; that content boosts your visibility on social and can be leveraged to bolster your site’s SEO; your site gains traffic and perhaps even earns backlinks if the content is noteworthy, feeding back into SEO strength. Meanwhile, your social presence grows, making your brand more authoritative to Gen Z searchers.

Importantly, don’t neglect community engagement. Gen Z expects brands to engage on social — answering questions in comments, posting follow-ups, etc. This builds trust, which indirectly improves your “search” presence (a trusted brand will be the one Gen Z seeks out by name when searching). As PRSA’s Vickie Segar noted, brands benefit from Gen Z using TikTok as a search engine, but to capture that, brands must truly participate in the platform ( In Brief: TikTok Helps Brands Sell to Gen Z; Corporate ESG Efforts Fade or Rebrand | PRSA ) — meaning posting organic content and responding authentically, not just running ads.

The Growth of Social Search Among Gen Z (and What’s Next)

The numbers behind this shift are compelling. We’ve already seen how from 2016 to 2023, Gen Z’s use of social media as a primary search tool jumped about 12 percentage points (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead). And it’s not slowing down:

So, what’s next? Likely, social platforms will double-down on search features. We’ve already seen TikTok integrate Wikipedia snippets and consider longer-form content to answer queries (TikTok gains favor among Gen Z over Google for searches). Instagram might improve its search to surface more than just profiles/tags (perhaps leveraging its DM and Story content in search results). YouTube (a Gen Z favorite) is blending Search and social with Shorts (short videos) appearing in search results and new discovery feeds. And on the horizon, we have the possibility of social search engines — imagine a search engine that returns a mix of TikToks, Insta Reels, YouTube videos, and AI-generated summaries. In fact, TikTok’s own AI and ad initiatives indicate it wants to be not just a social app, but a comprehensive discovery platform.

For brands and content creators, this means embracing a multi-channel search strategy is mandatory. SEO in 2025 isn’t just about optimizing for Google’s crawler; it’s also about optimizing for TikTok’s algorithm, Instagram’s explore page, YouTube’s suggestions, and even AI chatbots that may pull answers from social content. The good news is that creating genuinely useful, engaging content tends to perform well across all these channels. A helpful tutorial video could rank on Google (if on YouTube), trend on TikTok, and be shared on Instagram — reaching users wherever they search.

Brand Case Studies: Who’s Winning Gen Z’s Search?

It helps to look at real examples of brands that successfully adapted to this social search paradigm. Here are a couple of case studies illustrating what’s possible:

  • Chipotle: The fast-casual restaurant chain Chipotle has been a trailblazer in using TikTok to reach young customers. Recognizing that “almost half of its consumers are Gen Z or Millennials” (Chipotle Mexican Grill Takes Over TikTok — The Shorty Awards), Chipotle launched creative TikTok challenges that blurred the line between marketing and entertainment. Notably, their #GuacDance challenge (for National Avocado Day) in 2019 invited fans to post videos of themselves dancing for guacamole. The result? Over 250,000 user-created videos and 430 million video views in just six days — at the time, TikTok’s highest-performing branded challenge ever in the U.S. (Chipotle smashes TikTok records with #GuacDance challenge | Marketing Dive). This viral social campaign directly drove sales too: Chipotle served 800,000+ sides of guac that day (a record), using 420,000+ pounds of avocados (Chipotle smashes TikTok records with #GuacDance challenge | Marketing Dive). The key was Chipotle understanding TikTok culture and authentically engaging it — the campaign used a goofy viral song (“Guacamole Song”) and partnered with popular creators to seed the trend (Chipotle smashes TikTok records with #GuacDance challenge | Marketing Dive). When Gen Z searched TikTok for Chipotle or avocados that week, they found a flood of fun content. Chipotle continues to be active on TikTok (it even used TikTok for recruiting employees), making the brand highly visible to young audiences where they search and spend time. Lesson: Meet Gen Z on their turf with interactive, participatory content — it can translate into real business results and search visibility. (Chipotle smashes TikTok records with #GuacDance challenge | Marketing Dive) (Chipotle smashes TikTok records with #GuacDance challenge | Marketing Dive)
  • e.l.f. Cosmetics: The beauty brand e.l.f. (which stands for eyes, lips, face) managed to skyrocket in relevance among Gen Z via TikTok. In 2019, e.l.f. launched the #EyesLipsFace challenge on TikTok with an original song, inviting users to show off their makeup looks. The campaign went insanely viral — it inspired almost 5 million user-generated videos and over 4 billion views of the hashtag content (elf TikTok Campaign and Case Study — Chatdesk). It was reportedly the most viral TikTok campaign ever at the time. As a result, e.l.f. saw its brand awareness and favorability surge with young consumers — one report noted e.l.f. rose from the #8 to #2 favorite teen cosmetics brand after that campaign (Case Study: E.l.f.’s #eyeslipsface TikTok Campaign | sarahmcomm372). The brand has since kept an “always-on” TikTok strategy, engaging influencers and even regular fans in continuous challenges. They credit some of their recent sales growth (40% net sales increase in 2025 fiscal Q2) to the marketing buzz and cultural relevance generated on TikTok (How E.l.f. balances entertainment, purpose to tap into a TikTok trend). Crucially, e.l.f.’s content doesn’t feel like ads — it’s fun, set to music, and driven by the community. So when Gen Z searches for makeup tips or new products on TikTok, e.l.f. content often surfaces organically, recommended by peers. Lesson: By embracing the creative, fast-paced nature of TikTok, a legacy brand can reinvent itself for Gen Z and even improve its standing in more traditional brand preference rankings. (elf TikTok Campaign and Case Study — Chatdesk) (Case Study: E.l.f.’s #eyeslipsface TikTok Campaign | sarahmcomm372)
  • Duolingo: Not a search case per se, but worth mentioning — language-learning app Duolingo became a TikTok sensation through its quirky, “unhinged” videos featuring the company’s owl mascot. Duolingo’s TikTok account exploded to over 10 million followers by 2022, as their funny videos went viral among Gen Z (Behind Duolingo’s 10 Million TikTok Following — Marketing Society). This wasn’t directly about search, but it shows the power of authentically embracing platform trends. Duolingo’s brand became so popular on TikTok that Gen Z started associating it with fun, meme-worthy content (instead of just an educational app). Now if a Gen Z user searches TikTok for “language learning” or sees someone asking about the best app, they’re likely to encounter enthusiastic mentions of Duolingo. The brand’s social presence effectively turned its users into advocates who answer peer questions and recommend it in social contexts. Duolingo’s CMO has said their comedic TikToks drive huge organic interest and app downloads from young users, far beyond what traditional ads could do. Lesson: Cultural relevance and a humanized brand voice on social media create a halo effect — your brand will come up in conversations and searches in those spaces because people genuinely engage with it.

Other brands from Nike to small indie brands have similar stories of riding Gen Z social trends to success. The common thread is that adapting to Gen Z’s social search preferences pays off. When a brand’s content shows up in social searches, it’s almost like word-of-mouth — it carries a level of trust and cool factor that a Google ad or a banner might not. As Gen Z’s influence (and spending power) grows, brands not present in these channels risk losing visibility during the crucial discovery phase of the consumer journey.

Conclusion: The Future Belongs to the Social Search Savvy

Gen Z’s preference for TikTok, Instagram, and other social platforms as search tools is reshaping the digital landscape. We’ve verified the stats — from nearly half of Gen Z shunning Google for social, to social media now overtaking search engines for brand discovery (Social media overtakes search engines for discovery among Gen Z and millennials) (Social media overtakes search engines for discovery among Gen Z and millennials) — and these are real, current figures (not just hype). The takeaway for businesses, content creators, and marketers is clear: to reach Gen Z, you need to be visible in social search results. That means creating the kind of content Gen Z is seeking, in the formats and venues they frequent. It means optimizing not just for keywords, but for algorithms and trends. And it means valuing authenticity and community as much as (if not more than) technical SEO tricks.

The lines between SEO and social media marketing have blurred. A TikTok video can be as critical for discoverability as a high Google ranking. In fact, these things feed each other — strong social content can earn backlinks or Google mentions, and strong web content can be repurposed to social. The brands winning with Gen Z (like Chipotle, e.l.f., and Duolingo) have embraced a holistic strategy: they show up where Gen Z searches, engage them with compelling content, and still ensure that if a Gen Z user turns to Google or YouTube, they’ll find a presence there too (often fueled by the buzz from social).

For Google’s part, the company is not sitting idle — it’s innovating with more visual search results, AI enhancements, and perhaps deeper integration of social content. But whether those efforts will keep Gen Z from saying “I’ll TikTok it” instead of “I’ll Google it” remains to be seen. As of 2025, the momentum is firmly with social search.

In summary, to stay relevant:

  • Keep your finger on the pulse of Gen Z trends — what they search, how they speak, which platforms/features they love.
  • Invest in content that is platform-native (vertical videos, ephemeral content, interactive polls, etc.), because that’s what will surface in searches on those platforms.
  • Combine the best of both worlds: the rich information of the web with the engaging delivery of social media. For example, a concise infographic (sized for Instagram) that also lives on your site with more detail and a transcript (for Google) can capture both audiences.
  • Track performance everywhere. Your SEO reports should include YouTube and perhaps TikTok analytics; your social KPIs should consider referral traffic or search mentions. A 360-degree view will show the true impact.

Most importantly, be willing to experiment and be authentic. Gen Z can spot inauthenticity a mile away. If you provide genuine value — whether that’s a helpful answer, a relatable joke, or a cool demo — you’ll earn their attention and trust. And in the era of social search, attention and trust translate directly into discoverability. As one social media expert put it: “Any brand not actively trying to reach Gen Z on social is doing themselves a disservice… They are our future consumers.” (Gen Z Social Media Trends & Usage | Sprout Social) (Gen Z Social Media Trends & Usage | Sprout Social)

The search game is changing. It’s visual, it’s social, and it’s happening in real-time. For those ready to adapt, this is an exciting opportunity to build brand relevance in entirely new ways. For those who don’t — well, they might just find themselves out of search results in a generation’s time. The choice is clear: embrace the social search revolution, or risk becoming invisible to the new wave of digital natives.

Sources:

  1. Forbes Advisor/Talker survey via Fortune — Gen Z vs older generations’ search preferences (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead) (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead)
  2. EMarketer — TikTok’s rise as a search engine; HerCampus study (74% use TikTok for search) (TikTok gains favor among Gen Z over Google for searches) (TikTok gains favor among Gen Z over Google for searches)
  3. Researchscape (Yext survey) — Gen Z using Instagram (71%) and TikTok (66%) as primary search for brand info (Social Media Would Become Full-Fledged Search Engines for Gen Z — Researchscape)
  4. Marketing Dive (SOCi study) — Gen Z prefers Instagram (67%) and TikTok (62%) over Google for local search (Google loses in local search to Instagram, TikTok among Gen Z | Marketing Dive)
  5. MarketingCharts/Insider — 46% of Gen Z use social primarily for search (vs 24% overall) (Almost Half of Gen Zers Opt for Social over Google for Search)
  6. NetInfluencer/Bernstein Research — 45% of Gen Z more likely to use social search; trend from 40% (2016) to ~52% (2023) (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead) (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead)
  7. SearchEngineLand — Gen Z prefers TikTok/IG nearly 40%; relies on Google 25% less than Gen X (How Gen Z is redefining discovery on TikTok, Pinterest, and beyond) (How Gen Z is redefining discovery on TikTok, Pinterest, and beyond)
  8. Backlinko (TikTok stats) — U.S. adults average 53.8 min/day on TikTok (TikTok Statistics You Need to Know in 2025); Instagram ~33.1 min (TikTok Statistics You Need to Know in 2025); Global TikTok ~95 min (TikTok Statistics You Need to Know in 2025) (TikTok Statistics You Need to Know in 2025)
  9. ExplodingTopics — Average Google user does ~4.2 searches per day (median ~1.8) (How Many Google Searches Are There Per Day? March 2025)
  10. PRSA (Feb 2024) — Quotes on brands leveraging TikTok as search (V. Segar) ( In Brief: TikTok Helps Brands Sell to Gen Z; Corporate ESG Efforts Fade or Rebrand | PRSA )
  11. Fortune (Sept 2024) — 45% Gen Z vs 35% Millennials use social search (Gen Z isn’t ‘Googling.’ They use Instagram, TikTok as search engines); Gen Z direct to Amazon/ChatGPT for specialized searches (Gen Z Is Ditching Google For ‘Social Searching’ — Here’s Where They’re Going Instead)
  12. Pew Research Center — 95% of teens use YouTube, 67% TikTok, 62% Instagram (2022 data) (Teens, Social Media and Technology 2022 | Pew Research Center) (platform popularity among Gen Z)
  13. Buffer Analysis — Instagram Reels see +36% reach vs other post types (Data Shows Instagram Reels are Best For Reach — But Not Engagement); Carousels see +12% engagement vs others (Data Shows Instagram Reels are Best For Reach — But Not Engagement)
  14. MarketingDive — Chipotle #GuacDance case study: 250k videos, 430M views, record sales (Chipotle smashes TikTok records with #GuacDance challenge | Marketing Dive) (Chipotle smashes TikTok records with #GuacDance challenge | Marketing Dive)
  15. Chatdesk/Movers+Shakers — e.l.f. #EyesLipsFace case: ~3–5M videos, ~4B+ views (elf TikTok Campaign and Case Study — Chatdesk). (Teen brand ranking improved) (Case Study: E.l.f.’s #eyeslipsface TikTok Campaign | sarahmcomm372)
  16. Sprout Social Index 2025–89% Gen Z on Instagram, 82% on TikTok; TikTok favored for product discovery (Gen Z Social Media Trends & Usage | Sprout Social) (Gen Z Social Media Trends & Usage | Sprout Social)
  17. WSJ / Yahoo Finance — Gen Z quote: TikTok videos “don’t seem as biased” as Google results (Social Search: How Users are Turning to Social Media … — PRNEWS).
  18. HubSpot/GoDaddy — 4 in 10 Gen Z prefer content from “relatable” creators over polished ads (How Gen Z is redefining discovery on TikTok, Pinterest, and beyond).
  19. MarketingDive — Gen Z social usage leads to brand discovery, brand engagement (various stats) (Social media overtakes search engines for discovery among Gen Z and millennials) (Social media overtakes search engines for discovery among Gen Z and millennials).
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Bob Hutchins
Bob Hutchins

Written by Bob Hutchins

2.7K followers
2.2K following

Bridging Silicon and Soul. AI Advisor, Digital Strategy, Fractional CMO, The Human Voice Podcast, https://humanvoicemedia.com/

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