Have you ever noticed that, when looking for a new restaurant or the latest fashion trend, you scroll through your favourite social app instead of firing up Google?

It might seem surprising at first, but a fascinating shift is underway: Generation Z is turning to social media platforms like TikTok and Instagram for their everyday searches.

Let’s dive into this trend, explore why it’s happening, and what it means for brands and content creators.

The rise of social search

Traditionally, Google has been our go-to tool for finding information.

However, recent trends suggest that, for Gen Z, social media is stepping in as the new search engine. A survey conducted in April 2024 showed about 45% of Gen Z users prefer using social media search functions over Google.

This is a stark contrast from older generations: Millennials, Gen X, and Baby Boomers still lean heavily on traditional search engines.

So, what’s behind this move?

For many young users, platforms like TikTok and Instagram aren’t just for entertainment. They are also dynamic hubs for discovering the best places to eat, the coolest travel destinations, and even the latest trends in fashion.

Social media provides a vibrant mix of user-generated content, real-time updates, and a visually appealing experience that traditional search results just can’t match.

Why Gen Z is making the shift

There are many reasons why this younger audience is using social media instead of traditional search engines.

Authenticity and trust

One of the biggest draws of social media search is the authenticity factor.

Think about it: When a friend or an influencer recommends a place, you’re more likely to trust that opinion rather than a sterile, corporate search result.

Gen Z values genuine, relatable content over polished advertisements. Reviews and recommendations from real people feel more honest and reliable, which makes social media a natural choice for their discovery process.

Visual and interactive content

Another key reason for the shift is the visual appeal of platforms like TikTok and Instagram.

Imagine trying to decide on a restaurant solely by reading text on a page. Now, picture scrolling through short, engaging videos that show the vibe of the place, the food being served, and the overall atmosphere — all in less than a minute.

That’s the power of visual content. These platforms deliver information in a way that’s quick, interactive, and, frankly, a lot more fun.

Personalised experience through algorithms

Let’s not forget about the magic of algorithms. Social media platforms are experts at curating content based on your interests and behaviour. As you scroll, the content you see is tailor-made for you.

This personalised experience means the search results you get on social platforms are often more relevant to your specific tastes and preferences, making the whole process feel intuitive and engaging.

What this means for brands and marketers

If you’re a brand or marketer, this trend is a huge wake-up call: It’s time to rethink your digital strategy.

Here are a few tips to help you navigate this changing landscape:

Optimise for social search

Just as Web sites are optimised for Google search, your brand needs to be optimised for social media discovery. This means creating content that fits the style and format of platforms like TikTok and Instagram.

It’s not just about being present; it’s about being visible in the places where Gen Z is actively searching for recommendations and inspiration.

Leverage influencers and content creators

Influencer marketing isn’t just a buzzword; it’s a critical tool in today’s digital world. When influencers share their experiences and recommendations, their followers take notice.

Partnering with the right influencers can help your brand build credibility and connect with a younger, more engaged audience. Remember, authenticity is key: Choose influencers who truly align with your brand’s values and message.

Embrace short-form and interactive content

Gone are the days when long blog posts were the only way to share information. Today, quick, digestible videos and interactive content rule the digital space. Whether it’s a behind-the-scenes look at your product or a quick tutorial, short-form content can capture attention and convey your message more effectively than ever before.

Integrate AI and personalisation

Platforms like TikTok and Instagram use sophisticated AI to serve up content that resonates with each user.

As a brand, exploring ways to incorporate AI-based personalisation into your digital strategy can help you connect with your audience on a deeper level. Think about how you can deliver tailored content that anticipates your customers’ needs and preferences.

Google’s response: staying in the game

Even though Gen Z is leading the charge toward social search, Google isn’t just sitting back and watching. The tech giant is actively evolving its search capabilities to keep pace with changing user habits.

Google is introducing AI-powered results, Augmented Reality tools, and enhanced video-based search functions. These innovations aim to provide a more engaging, personalised search experience — one that can compete with the dynamic, visually driven content on social media platforms.

Google’s response highlights an important point: While the way we search for information is evolving, traditional search engines still play a crucial role.

It’s likely that, in the future, we’ll see a hybrid search model combining the best of both worlds: robust search algorithms and the engaging, interactive experience of social media.

The future of digital discovery

So, where does this leave us?

It’s clear social media is no longer just a platform for sharing memes and updates. It is rapidly becoming a primary tool for discovery, especially among younger users. This shift means brands, influencers, and digital marketers need to adapt quickly to remain relevant.

For Gen Z, the future of search is personal, visual, and interactive. Whether you’re looking for the latest travel destination or a new restaurant in town, you’re likely to find recommendations from friends, influencers, and your favourite social media channels first.

And, for brands, this shift presents a unique opportunity: By embracing social search and optimising your content accordingly, you can connect with a generation that values authenticity and creativity.

In this ever-changing digital landscape, staying ahead means being open to new ways of discovery. So, next time you’re scrolling through TikTok or browsing Instagram, take a moment to appreciate the new age of search — and consider how you might join in on the conversation.

After all, the future of digital discovery is here, and it’s more engaging than ever.

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