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It’s all over the news – Google is fighting to stay relevant with younger users, especially Gen Z. Born between 1996 and 2010, this generation has grown up with the internet and social media at their fingertips. They’re digital natives who prefer visuals and quick answers over text-heavy search results. And now, social media platforms like TikTok and Instagram are becoming their go-to search engines, changing how they discover local businesses and products.
For brands, a solid social media presence is essential to winning over the next generation of consumers. But is this shift here to stay, or will Gen Z eventually return to Google when they outgrow their TikTok phase?
TikTok and Instagram: the new search powerhouses?
A 2024 Forbes survey found that 24% of Americans now use social media as their primary way to search online. Platforms like TikTok, Instagram, and even Facebook Marketplace are no longer just for scrolling – they're where people find what they need.
So, should businesses ditch Google in favour of TikTok? Not so fast.
Mind-blowing stats – with a dash of skepticism
You’ve probably seen the headlines: “For Gen Z, TikTok is the new search engine!”. But hold on. Remember that catchy stats often spread without their original context.
Take this example: back in 2022, Google’s Senior VP Prabhakar Raghavan mentioned that 40% of young people search for lunch spots on Instagram or TikTok instead of Google. It’s a big stat, but let’s break it down – he’s talking about finding a place to eat, not deep-diving into research.
Plus, this data only reflects behaviour in the U.S. What about everywhere else? Are young people in other parts of the world also swapping Google for TikTok?
Google still rules for the big questions
While Gen Z may turn to social media for quick, casual searches like finding a new restaurant or the latest fashion trend, Google remains their go-to for more significant decisions. Recent data from Axios reveals that 46% of people aged 18-24 still start their search on Google, while 21% start with TikTok and 5% on YouTube. Gen Z might look up a trendy restaurant on TikTok or Instagram but turn to Google Maps for directions, and they continue to rely on traditional search engines for topics where trust in the provided information is paramount, like financial services. Google is still king for B2B brands or businesses offering detailed products and services.
Social search and SEO: Who should care?
Social search is shaking up the landscape for consumer-focused brands, especially in industries like fashion, dining, and travel. For these businesses, it’s crucial to stand out on visual and trend-driven platforms like TikTok and Instagram, where younger audiences begin their discovery journey.
However, traditional SEO tactics remain essential for B2B companies and brands with more complex offerings. While social media might support building brand awareness, Google still dominates Gen Z search habits.
Will Gen Z stick with TikTok in the long run?
As Gen Z ages, their search habits might evolve. Today, they might search TikTok for fashion trends or food tips. But will they turn to Google for decisions like health insurance or mortgages in the future? Only time will tell.
For now, Gen Z prefers social media for quick answers and inspiration. However, they still trust Google's depth and detail regarding more significant decisions.
What’s next?
The rise of social search doesn’t mean the end of Google – it just means search behaviour is evolving. If you want to explore how to integrate social media search into your digital strategy, get in touch with us at Comprend.
Stay ahead of the curve by keeping your SEO game flexible and ready for the next shift in digital trends.
Coen van der HeijdenSEO skill lead
coen.van.der.heijden@comprend.com+45 70 230 36 24
Karen LesterSenior consultant
karen.lester@comprend.com+44 20 8609 4922
Kimmo KanervaExecutive director
kimmo.kanerva@comprend.com+358 50 314 30 41