Social search is Gen Z’s Google: Are you visible where it matters?

The way people search for information is changing, and Gen Z is leading the shift. 

Instead of turning to Google, they’re searching on TikTok, Instagram, YouTube, Reddit, and Discord for everything from product recommendations to restaurant reviews and how-to guides.

This isn’t just a trend – it’s a fundamental shift in digital discovery. 

• Google usage among Gen Z has dropped by 25% compared to Gen X, a 2024 Forbes study shows.
• eMarketer reports that 46% of Gen Z and 35% of millennials prefer social media over traditional search engines. 

Why? 

They crave fast, visual, and community-driven content rather than sifting through traditional search results and ads.

For search marketers, this means SEO is no longer just about Google – it’s about being visible wherever audiences search. 

This article breaks down Gen Z’s evolving search habits, why social platforms are winning, and how brands can adapt to stay discoverable in this new search landscape.

The democratization of search

For years, Google dominated search. 

For Gen X and early millennials, “googling” was synonymous with searching. 

But Gen Z searches differently – they don’t use “google” as a verb in the same way, and it’s reshaping how brands approach discoverability.

Gen Z “googles” 25% less than Gen X, turning instead to social platforms where search is more visual, trend-driven, and real-time. 

Even Google has acknowledged this shift – Prabhakar Raghavan noted that “nearly 40% of young people prefer TikTok or Instagram over Google Search or Maps” for local recommendations.

This isn’t just about preference. It’s a shift in search behavior. 

Instead of scrolling through links and ads, Gen Z engages with short-form videos, peer recommendations, and user-generated content. 

They trust social platforms for their authenticity, immediacy, and personalized experience – something traditional search engines struggle to match.

Opinions on this shift vary. Some claim “Google is doomed,” while others argue it will continue to dominate. 

• SparkToro reports that Google Search grew by 20% in 2024. 
• Ofcom found that 1.8 million U.K. adults stopped using it for searches that same year. 

The reality likely lies in between.

The takeaway is clear: search is no longer just about Google. 

If your content isn’t optimized for TikTok, Instagram, Reddit, or YouTube – where Gen Z actively searches – you’re missing a massive audience. 

The future of search isn’t tied to one platform; it’s about showing up wherever your audience is looking. 

Sometimes, Google will win. 

Other times, a TikTok post will. 

If you want to succeed, you must create an effective content loop across multiple channels.

A look into social search

Social search has transformed social media from engagement-driven spaces into full-fledged search destinations.

TikTok, Instagram, and Reddit now shape how users find information, products, and experiences.

Up to 41% of users use TikTok for search, while 76% have discovered brands and products through social media. 

This shift means users aren’t just consuming content – they’re actively searching for answers, recommendations, and solutions.

A changing search funnel: Social trigger, social discovery, conversion

Social search is compressing and reshaping the traditional search funnel. 

Instead of bouncing between multiple touchpoints, users can explore, evaluate, and decide all within a single platform – turning Google’s “messy middle” into a fluid discovery flywheel. 

A TikTok review might lead to an Instagram deep dive, followed by a Reddit thread for credibility – all before a Google search even happens (if at all).

Success in search is no longer about a single platform but about understanding user intent across multiple channels. 

Winning in this evolving search landscape requires a presence where searches actually happen – by optimizing content for a multichannel, search-everywhere experience.

Why Gen Z prefer social to search 

Unlike previous generations who relied on Google to type queries and sift through blue links, Gen Z expects faster, more engaging, and more authentic results. 

Social search delivers exactly that.

Here’s how their approach differs – and what brands need to consider.

1. Faster, more visual results

Raised in a digital world of instant gratification, Gen Z doesn’t want to read lengthy blog posts or scroll through endless search results. 

They prefer quick, digestible answers in visual formats like short-form videos, carousels, and captions.

TikTok, Instagram, Snapchat, and YouTube are their go-to search tools.

• A TikTok search for “best foundation” instantly serves up video tutorials, reviews, and comparisons – far more engaging than a traditional article.
• A YouTube Short on “quick meal-prep ideas” delivers step-by-step cooking guidance in seconds, skipping the recipe pages cluttered with ads, bios, and affiliate links.

2. Authenticity and trust

Gen Z doesn’t trust traditional brand marketing. 

Instead, they rely on peer recommendations, real experiences, and unfiltered opinions from communities. 

Unlike Google, which prioritizes search-optimized content and paid ads, social platforms surface real conversations from actual users.

• Instead of reading a blog on the “best budget travel destinations,” Gen Z watches TikTok vlogs of real people documenting their trips.
• Rather than trusting company-written product descriptions, they seek out TikTok creator reviews, Instagram UGC testimonials, or Reddit discussions.

This peer-driven content feels more honest, transparent, and credible – making social search more trustworthy than traditional search engines.

3. Algorithm-driven discovery

Unlike traditional search engines, where users actively search for answers, social platforms push relevant content before users even realize they need it – re-engaging them in their search journey.

• TikTok’s For You page surfaces content based on past engagement, introducing users to products and trends before they search.
• Instagram’s Explore tab curates recommendations based on browsing behavior, making discovery seamless.
• Reddit threads and Discord servers expose users to niche discussions, organically driving awareness of brands and products.

This shifts discovery earlier in the customer journey. 

Users aren’t just searching when they’re ready to buy.

They’re being passively introduced to brands, leading to high-intent searches later. 

This blurs the lines between search and social, inspiration and intent – reshaping the role of search marketing.

The role of community

For Gen Z, an aspect of search is about finding answers from people they trust. 

That’s why Reddit, Discord, and private forums are becoming go-to search engines, offering unfiltered insights, recommendations, and real experiences.

Unlike traditional search engines, which prioritize algorithm-ranked web pages, community-driven search thrives on peer-to-peer discussions that feel authentic, specific, and reliable. 

These platforms provide what Google and mainstream social media often can’t: deep, real-time conversations shaped by lived experience.

• Reddit functions as a crowdsourced knowledge hub, where users explore niche topics, ask for advice, and share product reviews. Many even add “Reddit” to the end of Google searches to bypass promotional content and go straight to authentic discussions.
• Discord servers act as private search engines, with dedicated communities – spanning gaming, crypto, fashion, and professional industries – offering real-time advice and recommendations. These closed-loop spaces create powerful, organic brand discovery opportunities that brands have yet to fully tap into.

Community-driven search is shifting the landscape. 

Gen Z trusts real people over polished marketing.

Failing to engage with these communities might mean missing out on an audience that prioritizes authenticity over ads.

Why community search matters

Simply put, traditional SEO doesn’t work in these spaces – and you need to accept that. 

While TikTok and YouTube offer optimization opportunities, forums and communities operate differently. 

You can’t rank No. 1 in a Discord conversation or a Reddit thread. 

Instead, you must embed yourself naturally within these communities to stay relevant.

Be present where conversations happen

• Actively engage in discussions – whether through creators, users, or employees.
• This builds credibility and trust in a way traditional search marketing often struggles to achieve.

Influence through community members

• Gen Z doesn’t trust ads – they trust real people. 
• The most effective way to influence brand perception is through engaged community members, influencers, and subject-matter experts who are already part of the conversation.

Create valuable, non-promotional content

• The key to success isn’t pushing products – it’s offering real insight. 
• Providing helpful answers, sharing expertise, and engaging meaningfully are more likely to be remembered and recommended organically.

Not sure where to start? Try this

A simple first step is to use Google Trends and the Glimpse Chrome extension to uncover where your audience is actually searching:

• Install Glimpse for Google Trends to unlock additional insights.
• Search for a key term related to your brand.
• Check the Channel Breakdown chart to see which social platforms your term is most popular on.
• Explore top-ranking content on those platforms using tools like TikTok Creator Search Insights, Reddit Pro Trends, and Pinterest Trends.
• Build a content strategy that aligns with the platform’s format, trends, and user intent.

This approach ensures your brand shows up where your audience searches – not just where you assume they are.

The future of search is everywhere

Gen Z is redefining what it means to search. 

Social, visual, and community-driven discovery is shifting the landscape, and traditional SEO alone is no longer enough. 

Search marketers must move beyond Google rankings and embrace multi-platform search strategies. 

If your audience searches on TikTok, YouTube, or Reddit more than on Google, do you really have visibility?

Brands that recognize search as an omnipresent, multi-platform experience will gain a competitive edge. 

Those that don’t? They’ll struggle to stay seen.