When a Gen Z foodie wants the best sushi spot in town, they’re more likely to scroll TikTok than search on Google.
In an era where short-form videos, influencer recommendations, and visual inspiration dominate, traditional search engines are no longer the gatekeepers of information.
This shift is transforming how brands need to approach discovery and engagement in 2025.
Social platforms as Gen Z’s search engines
Gen Z, the first generation to grow up with the web at their fingertips, are challenging traditional notions of online discovery.
For over two decades, Google has been the go-to search engine.
Today, platforms like TikTok, Pinterest, and Instagram are becoming preferred channels for the younger generation.
Nearly 40% of Gen Z users now prefer TikTok or Instagram over Google for searches, from restaurant recommendations to fashion inspiration.
Gen Z relies on Google 25% less than Gen X for their searches.
Source: Forbes Advisor
Also, influencers are the main way Gen Z discovers products, signaling that brands must rethink their search and media strategies to stay relevant in 2025.
Dig deeper: Social search and the future of brand engagement
The platforms redefining search for Gen Z
The evolution of search isn’t about choosing between TikTok and Google.
Instead, it’s about understanding the broader shift in discovery habits and the new opportunities this creates for brands.
Focusing on visually engaging, value-driven content across platforms like Google, YouTube, Instagram, Pinterest, and TikTok can help unlock their potential as complementary search engines.
TikTok: The visual search engine
TikTok is not just a platform for dancing and memes. Its highly engaging, algorithm-driven content is becoming a much-used discovery engine.
Users input queries like “best cafes in Paris” or “how to style cargo pants,” and TikTok’s short-form videos provide original, authentic and relatable answers.
TikTok’s launch of in-app search ads highlights its aim to solidify its role as a discovery engine.
On TikTok, authenticity is key. About 4 in 10 Gen Z consumers prefer relatable creators over traditional ads, with influencer recommendations being significantly more trusted than direct business advertising.
One way to tap into this is through Branded Mission Ads.
This campaign type enables brands to source authentic content from TikTok creators, amplifying high-performing videos as ads and maximizing campaign impact with significant media impressions.
Dig deeper: Is TikTok a search engine? Why meeting searchers’ needs matters more than semantics
Pinterest: The visual inspiration engine
Pinterest remains a stronghold for Gen Z, especially for lifestyle, fashion, and DIY content.
Its discovery-focused interface encourages users to explore topics visually, aligning with how younger audiences prefer to search.
Searches are 31% more likely to focus on inspiration over direct queries, per Pinterest’s internal data.
Advertisers can leverage Pinterest’s advanced targeting options, such as interest-based and keyword targeting, to align their ads with user intent – essentially expanding search coverage to Pinterest.
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YouTube and YouTube Shorts: Expanding video discovery
YouTube has long been a key focus for SEO professionals, especially with its videos prominently featured in Google’s video search results.
Recently, YouTube Shorts have emerged as powerful discovery tools.
Launched in 2020 to compete with TikTok, Shorts now dominates mobile search results on YouTube.
YouTube Shorts generate over 70 billion daily views, according to Alhpabet’s Q1 2024 earnings call.
Brands can create informational videos to rank organically on YouTube or leverage YouTube advertising through Google Shopping.
Adding a Performance Max campaign helps extend reach, aligning products with user searches or the context of videos being viewed.
Dig deeper: How TikTok and YouTube’s ecommerce push redefines the search journey