Gen Z and social search are changing how people discover brands, products, and information online. When they want to know where to eat, they’re asking TikTok. Product recommendations? Instagram or Reddit. Need to figure out how to do something? Straight to YouTube.
This isn’t some passing fad. It’s a complete reset of how an entire generation discovers information. The numbers back this up too. Gen Z uses Google about 25% less than Gen X. Almost half of younger people would rather search on social media than use a traditional search engine. That’s a pretty big shift.
The reason? They want answers that feel real, look good, and come fast, not a wall of sponsored links and SEO-optimized blog posts.
Google Isn’t the Default For Search Any More
Remember when “just Google it” was everyone’s default response? That phrase is losing its grip. Gen Z and social search have flipped that switch.
Gen Z has watched social platforms evolve into legitimate search destinations. According to an emarketer survey, 46% of Gen Z and 35% of millennials now choose search on social media over Google Search for finding local spots.
Some experts predict Google’s downfall while others point to its 20% growth in 2024. The truth? Both things can be true. Google isn’t dead, but it’s no longer the only game in town. If you’re only thinking about Google when you plan content, you’re probably missing a huge chunk of your audience who’s looking for you somewhere else entirely.
Plus, there’s the huge popularity of AI search – ChatGPT, Gemini, Claude – that taps into the social media and online platforms for content.
Social Platforms Are Basically Search Engines Now
Social media stopped being just about likes and follows and completely evolved without anyone really noticing.
Consider this: 44% of Gen Z use TikTok specifically to search for new brands. They’re not just doom-scrolling, they’re actually searching. The whole journey is different now. Someone might watch a TikTok review, check out the brand’s Instagram, read through some Reddit threads about it, then just buy on a social platform. Google might never enter the picture.
Why Gen Z and Social Search Are Best Friends
Visual Stuff Just Works Better
Gen Z grew up with smartphones in their hands. They don’t have patience for 2,000-word blog posts buried under ads. They want quick, visual answers.
Search “best foundation” on TikTok and you’ll immediately see real people testing products on camera. Look up “easy dinner recipes” on YouTube Shorts and you get step-by-step instructions in 60 seconds, no life story about someone’s grandmother required.
Authenticity is Everything for Gen Z and Social Search
Traditional advertising doesn’t work on Gen Z. They can smell a sales pitch from a mile away.
What do they trust? Other regular people sharing genuine experiences. Social platforms promote actual user conversations instead of paid placements and keyword-stuffed content. A TikTok creator’s honest product review or a Reddit thread full of real opinions feels infinitely more credible than polished brand messaging.
The Algorithm Already Knows What You Want
This is kind of creepy but also impressive, social platforms don’t wait for you to search. They just show you stuff you didn’t know you needed.
With Gen Z and social search, there’s no work involved. Their TikTok feed is introducing them to products before they’re even thinking about buying. Instagram already knows their aesthetic better than their friends do. So people aren’t searching when they’re ready to purchase. They’re being warmed up way earlier, which means your social content has to deliver more than ever before..
The Community Factor
This one’s fascinating. People are literally typing “best laptop Reddit” into Google because they trust Reddit comments more than actual reviews.
Discord’s even wilder because it’s all these private communities where people share recommendations in real-time. If you’re in the right servers, you’re getting advice from people who really know their stuff that’s way more specific than anything you’d find in a general search.
The problem is, you can’t exactly SEO your way into these spaces, you’ve gotta be genuine in these communities. You can’t fake it. There are a few ways to break that barrier: join the conversation naturally, work with authentic voices, and add value without selling. If you have a community manager or training staff with time on their hands, this is a great opportunity. If not, you might have to pass on this one.
Where to Actually Start With Gen Z and Social Search
If you’re sitting there thinking “okay but what do I do with this information?” That’s fair.
Start with Google Trends and grab the Glimpse extension. Search for terms related to what you do and look at which platforms are lighting up. You might be surprised. Then go check out what’s actually working on those platforms.
Make content that fits the social media you’re working with. A TikTok video shouldn’t be a repurposed blog post, it should actually be a TikTok.
The New Reality is Gen Z and Social Search Are Part of the Marketing Mix That You Need to Be Part Of
Search isn’t just one thing any more. It’s not just Google. It’s TikTok and YouTube and Reddit and Instagram and AI chatbots all rolled into one..If you’re only focused on traditional SEO while everyone’s searching on social platforms, you’re basically invisible to a huge group of people.
The brands that understand search is now a multi-platform game will win. The ones still stuck in 2015? They’ll fade into invisibility. The question isn’t whether your audience is searching, it’s whether they can find you when they do.
Staying on top of social and search trends is something we do here at 3SIXTY Marketing Solutions. Working with us is a great way to stay on top of Gen Z and social search without having to learn how it works. Give us a call 705-252-4180 or book a consultation online and let’s chat about it.
