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.
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.
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
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.
Community-centric search
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.
source https://searchengineland.com/gen-z-discovery-tiktok-pinterest-beyond-449244
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