This generation is all about authenticity and spontaneity. They use these platforms to carve out their identities. They dictate trends on their own terms. It’s not just about scrolling anymore; it’s a battlefield for attention where the rules are being rewritten every second. Are you ready to keep up, or will you be left in the dust?

When a Gen Z foodie wants the best sushi, they’re more likely to check TikTok than Google.

In a time dominated by short-form videos and influencer recommendations, traditional search engines are no longer the primary information gatekeepers. This shift has significantly changed how people access information.

This shift is transforming how brands need to approach discovery and engagement in 2025.

Are Social Platforms the New Search Engines for Gen Z?

Gen Z are the first generation to grow up with the web at their fingertips. They 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. They use these platforms for everything 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. This signals that brands must rethink their search and media strategies. They need to stay relevant in 2025.

Are These Platforms Really Reshaping 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 can help unlock their potential. Platforms such as YouTube, Instagram, Pinterest, and TikTok can serve as complementary search engines.

TikTok: The Ultimate Visual Search Engine Revolution

TikTok has evolved into a dynamic social media platform that engages users of all ages, serving as both an entertainment source and a discovery engine for trends, products, and ideas. Users experience an interactive journey filled with diverse videos that offer valuable information, artistic talent, and unique perspectives.

Users input queries like “best cafes in Italy” 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. Influencer recommendations are 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. It amplifies high-performing videos as ads. This maximizes campaign impact with significant media impressions.

Pinterest: Your Irresistible Visual Lure

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. These options include interest-based and keyword targeting. This allows advertisers to align their ads with user intent. It essentially expands search coverage to Pinterest.

Unlocking the Secrets of YouTube and YouTube Shorts: Are You Missing Out on 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.

Reddit: The Unstoppable Force Transforming Online Discourse

Reddit is becoming a hub for niche searches, particularly among Gen Z communities seeking deep-dive insights or peer reviews. This platform allows users to engage in discussions that are more specialized than those found on traditional social media, fostering a sense of community and shared interests. As members of these communities post their questions and experiences, they generate a wealth of information that can be invaluable for others exploring similar topics. The distinct threads cover topics like specific hobbies and fandoms. They also highlight unique lifestyle choices. These discussions are rich with personal anecdotes and expert opinions. This makes Reddit an indispensable tool for informed decision-making in the digital age.

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 Really Behind the Behavior Shift?

Visual search

Gen Z gravitates toward visual content for its immediacy and relatability. 

Platforms like TikTok provide instant gratification. They offer videos that show rather than tell. Unlike Google, which often requires sifting through text-heavy pages.

Is Authenticity the Ultimate Currency in a Distrustful Age?

Social platforms excel at delivering hyper-personalized content tailored to users’ preferences. 

Gen Z values authenticity. These platforms offer an environment where recommendations feel like advice from a trusted peer. They do not feel like a sponsored result.

Now more than ever, genuine human perspectives are in demand due to the huge rise in AI-generated content.

Challenge the Status Quo: 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.

Unleash Your Brand: 3 Bold Steps to Discover Modern Identity

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 is crucial for engaging audiences effectively, as it ensures that the messaging feels organic and relatable. By crafting posts that resonate with current trends and user interests, brands can capture attention without overwhelming the user experience. This approach not only fosters a stronger connection between the audience and the content but also enhances the likelihood of sharing, ultimately leading to increased visibility and engagement on social media platforms.

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. If you’re trying to reach this demographic, then starting to experiment with TikTok content in 2025 could be worth it. 

Are Influencers and Creators the New Power Players?

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. This is particularly crucial in a digital landscape where authenticity and relatability are paramount for connection.

Collaborating with content creators who resonate with Gen-Z allows brands to leverage their unique voices and narratives, amplifying outreach in a way that traditional marketing often struggles to achieve. Additionally, engaging with these creators fosters community interaction, as their followers are not only eager to consume content but also actively participate in discussions, further enhancing brand visibility and loyalty. In this dynamic market, partnering with creators can result in a more impactful marketing strategy, establishing a genuine rapport with younger consumers and driving both awareness and sales.

Supercharge Your Paid Search Campaigns Now!

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.

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, recognizing that each social media environment has its own unique audience and engagement dynamics. This means understanding not just the technical features of each platform, but also the preferences and behaviors of the users who frequent them. For instance, a brand may need to deploy vibrant visuals and short video content on Instagram, while focusing on thoughtful, longer-form articles for LinkedIn. By leveraging the distinctive strengths of each platform, brands can enhance their visibility, foster meaningful connections, and ultimately drive higher conversion rates among their target demographics.

A well-rounded discovery strategy is important. It maximizes each platform’s unique features and targeting options. This approach 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.