Not long ago, “Google it” was the default response whenever someone had a question. But in 2025, younger audiences aren’t starting their searches on Google—they’re opening TikTok, Instagram, and YouTube. This shift is quietly rewriting the rules of digital marketing.
Gen Z Isn’t Googling First Anymore
A July 2025 survey by Morning Consult found that 51% of Gen Z users start product or brand searches on TikTok or Instagram before turning to Google. YouTube is even more dominant for “how-to” and educational searches.
Why? Because these platforms offer visual, peer-driven, and bite-sized answers instead of long lists of blue links. A TikTok search gives you a short video with a real person explaining a product. An Instagram reel shows you a restaurant review in under 30 seconds.
What This Means for Brands
This shift doesn’t mean Google is dead—it means social platforms are now competing as discovery engines. For marketers, ignoring this trend could mean missing the first touchpoint with younger consumers.
Key takeaways:
- TikTok SEO is real: Optimising captions, keywords, and hashtags makes your content discoverable in search.
- Authenticity > polish: Users trust creators who feel relatable more than brands that look too polished.
- YouTube Shorts are search-friendly: Many users land directly on Shorts via queries like “best wireless earbuds under $100.”
The Algorithmic Edge
Unlike Google’s keyword-driven ranking, social search prioritises:
- Engagement (likes, saves, shares)
- Watch time (completion rates matter more than clicks)
- Freshness (trending audio and topics surface faster than evergreen blogs)
New Metrics for Discovery
Brands need to track:
- Search-driven impressions on TikTok/Instagram
- Engagement-to-discovery ratio (how often searchers engage with your content)
- Conversion paths starting in social search but ending on-site
The Bottom Line
For Gen Z and even younger millennials, search is social. If brands want to stay discoverable, they can’t just focus on Google anymore. TikTok SEO, YouTube Shorts, and Instagram Reels are becoming just as important.
