The rise and rise of Reddit
Reddit is becoming a hub for niche searches, particularly among Gen Z communities seeking deep-dive insights or peer reviews.
Reddit has seen a significant increase in traffic from Google over the past year.
Google’s search algorithms now favor authentic, user-generated content – perfectly aligning with Reddit’s community-driven model.
This shift has significantly enhanced Reddit’s visibility in search results. Reddit’s organic traffic has doubled globally since 2022, according to Similarweb.
Brands targeting these spaces must engage authentically, providing value rather than overt promotions.
What’s causing the behavior shift?
Visual search
Gen Z gravitates toward visual content for its immediacy and relatability.
Unlike Google, which often requires sifting through text-heavy pages, platforms like TikTok provide instant gratification through videos that show rather than tell.
Authenticity, personalization, and trust
Social platforms excel at delivering hyper-personalized content tailored to users’ preferences.
With Gen Z valuing authenticity, these platforms offer an environment where recommendations feel more like advice from a trusted peer than a sponsored result.
Now more than ever, genuine human perspectives are in demand due to the huge rise in AI-generated content.
TikTok and Reddit thrive on community-driven content, which adds credibility.
When searching for product reviews or recommendations, Gen Z often prioritizes real-life testimonials over brand messaging.
3 steps for modern brand discovery
Brands must pivot their strategies to accommodate these shifts, layering these channels with existing Google search activity. To do this, focus on three key areas.
Native social content
Developing native social content that blends seamlessly into users’ feeds.
For example, you could use TikTok’s in-app editing tools to create engaging organic posts that can be uploaded via YouTube Shorts.
Bear in mind that almost 50% of TikTok users are under the age of 30, but if you’re trying to reach this demographic, then starting to experiment with TikTok content in 2025 could be worth it.
Influencer or creator collaborations
Partnering with micro- and macro-influencers is a powerful tactic whether you’re a B2C or B2B brand.
If you’re targeting Gen-Z, creators bring an established, engaged, and trusting audience, enabling you to build trust and drive discovery more effectively than going solo.
Expanding paid search campaigns
For brands already advertising on paid search via Google, consider YouTube and Pinterest for opportunities to expand reach.
With these platforms, you can refine targeting based on behavior, interests, and even search intent.
Also, Pinterest Trends can guide content creation by highlighting trending searches within specific demographics.
Dig deeper: How to reach new audiences with multi-platform search advertising
Beyond 2025: The future of search and social discovery
The rise of TikTok, Pinterest, and other non-traditional search platforms is not a passing trend.
It’s a fundamental shift in how younger generations discover, evaluate, and engage with content.
To succeed in this shifting landscape, brands must tailor their strategies to each platform.
A well-rounded discovery strategy that maximizes each platform’s unique features and targeting options will ensure you stay ahead in the battle for attention.
The future of search is dynamic and increasingly fragmented. Brands must look beyond Google to adapt their strategy and expand their reach in 2025 and beyond.
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