Gen Z Shifts from Google to Social Media for Searches

Online search is undergoing a significant change as Generation Z, or people born between the middle of the 1990s and the beginning of the 2010s, increasingly choose social media platforms over conventional search engines like Google. They are increasingly turning to apps like YouTube, Instagram, and TikTok as their primary resources for reviews, information, suggestions, and how-to manuals.

This transformation reflects not only a generational preference but also a broader change in how people find and interact with information online. For Gen Z, the traditional model of typing keywords into a search bar and scrolling through pages of text-based results feels outdated. They crave immediacy, visual storytelling, and authenticity—qualities that video-based and creator-led platforms offer in abundance.

When a Gen Z user wants to find the best brunch spots in a new city or tips on how to style a particular outfit, they are more likely to open TikTok than Google Maps or Google Search. They want to see the vibe of a location, hear firsthand experiences, and get real-time feedback in the comments. It’s not just about information—it’s about connection and trust.

Social media platforms cater perfectly to this demand. TikTok, for instance, offers an immersive, personalized feed where users can discover content through algorithm-driven recommendations rather than just manual searching. The platform's content is visual, dynamic, and delivered in short, digestible bursts. It blends entertainment with utility, making learning and discovery more enjoyable and engaging.

Instagram has also leaned into the shift, with its Explore page and Reels feature enabling users to find trending content quickly. Hashtags and geotags further enhance discovery. YouTube, the long-standing video giant, continues to be a favorite for in-depth tutorials, reviews, and educational content.

This generational shift has caught the attention of major tech companies. Google has acknowledged the trend, revealing that nearly 40% of young people now use platforms like TikTok and Instagram instead of Google Search or Maps for local discovery. In response, the company is working to make its services more visual and interactive. It has introduced features such as “Search with Live View” using augmented reality, AI-powered snapshots, and richer results that incorporate photos and video.

Yet, there are challenges associated with this transition. Social media content is often unverified, opinion-based, and influenced by popularity rather than accuracy. This can lead to misinformation, biased recommendations, and limited perspectives. Unlike Google, which relies heavily on indexing trusted websites and using ranking algorithms based on relevance and authority, social platforms prioritize engagement—what people like, share, and comment on—which may not always align with factual accuracy.

Still, for Gen Z, trust is defined differently. They trust creators more than corporations, and peer-generated content often holds more weight than institutional sources. Micro-influencers and content creators who share their personal experiences can build a loyal following, offering advice that feels more real and accessible than an anonymous article on a corporate site.

This trend is also changing the way brands approach marketing and search engine optimization (SEO). Traditional keyword strategies are no longer enough. Businesses now need to think about social search visibility—creating content that can be discovered through TikTok searches or Instagram hashtags. Influencer marketing, short-form video content, and platform-specific SEO strategies are becoming critical components of brand visibility among younger audiences.

Moreover, educational institutions, public health organizations, and even governments are beginning to pay attention. Reaching Gen Z effectively means meeting them where they are: on their phones, in apps that blend entertainment with communication. Whether it’s raising awareness about mental health, providing career advice, or offering academic tips, organizations must adapt to these new modes of information sharing.

It’s important to note that this shift doesn’t mean Gen Z has completely abandoned Google. For academic research, complex queries, or finding official sources, they still rely on traditional search engines. But for everyday information, inspiration, and recommendations, social media is increasingly the preferred tool.

As Gen Z becomes the dominant consumer group and as younger generations follow suit, the future of search will likely continue to evolve. This evolution won’t spell the end for Google or traditional search engines, but it will force them to adapt to a more visual, interactive, and creator-driven internet landscape.

In essence, the shift reflects deeper values held by Gen Z: a desire for authenticity, connection, and real-life relevance. As technology continues to develop, it’s clear that the platforms which best understand and respond to these preferences will shape the future of online discovery.