Not too long ago, if you had any question, you’d type it into Google and wait for the magic to happen. Recipes, product reviews, directions, tutorials – Google was the gatekeeper to everything we needed to know online. But for Gen Z, that’s changing—many now turn to platforms like TikTok or Reddit first, reshaping how information is discovered and trusted.
Fast forward to 2025, and something interesting has happened: that gate has started swinging open elsewhere. A growing number of people, especially younger users, aren’t even thinking of Google first anymore. They’re opening TikTok. Or Instagram. And not just for dance trends or travel pics, but to search.
It’s a quiet but powerful shift. One that says a lot about how we consume information, and maybe even who we trust.
Table of contents
Gen Z Changed the Rules
If you’re under 25, chances are high that you’ve already used TikTok like a search engine. Don’t worry, you’re in good company. According to several surveys, around 64% of Gen Z users in the U.S. have turned to TikTok when looking something up. That number jumps even higher when you consider broader usage: 74% of Gen Z is using TikTok’s search feature, and over half of them prefer it over Google.
Instagram isn’t far behind. Roughly 67% of Gen Z say they use it for search, meaning to find info, inspiration, or ideas. Meanwhile, Google is now coming in third place in this age group. Let that sink in.
So, what’s driving this? A few things stand out:
- Short-form video is the new language of the internet. TikTok mastered it. Instagram copied it. Users embraced it.
- Authenticity is king. Gen Z doesn’t want polished commercials, they want to see real people sharing real experiences.
- Personalization matters. Google gives you a list of links. TikTok gives you a curated feed you didn’t know you needed.
What It Means for Brands
Here’s the thing: if your business is still only focusing on Google rankings, SEO, or paid search, you’re already behind the curve. Social platforms have become discovery engines, and if you’re not present there, you’re invisible to an entire generation.
This isn’t about abandoning traditional SEO – it’s about adding new layers to your strategy.
Be More Than a Logo
If your brand feels faceless, you’re doing it wrong. The companies gaining traction on TikTok and Instagram in 2025 are the ones that show personality. They share behind-the-scenes moments, tell stories, and involve their audience.
You don’t have to dance or go viral. You just have to show up human to build trust.
Influencers? Yes. But Make It Real.
We’ve all seen influencer marketing done badly. Overly scripted. Out of place. Clearly paid for.
The good news? It doesn’t have to be that way. When it’s done with care, influencer partnerships can be incredibly effective. The trick is finding people who actually like your product and speak your audience’s language.
Micro-influencers, in particular, often have tight-knit, highly engaged communities. When they vouch for something, their followers pay attention.
Let Your Customers Speak
One of the best forms of content? The stuff you didn’t make yourself.
User-generated content (UGC) is one of the most powerful trust-builders out there. When real people share how they use your product or talk about their experience, it carries weight. It feels genuine. And it spreads.
You can encourage UGC through contests, hashtag challenges, or just by reposting and appreciating your community’s content. It turns customers into advocates. And that’s the holy grail of modern marketing.
This is also the heart of effective Personalized marketing – not just targeting people with ads but inviting them to participate in your brand story.
Social Media Search vs. Google
Let’s get something straight: Google’s still incredibly useful. If you’re fixing a leaky sink or comparing credit cards, there’s no better place to start. But for lifestyle content? Ideas? Inspiration? Social media is winning.
Here’s a quick side-by-side to show the difference:
| Feature | TikTok | ||
| Content Format | Bite-sized, vertical video | Reels, Stories, posts | Text-heavy web pages |
| Personalization | Curated by behavior | Based on likes/follows | Based on search terms, SEO |
| User Experience | Immersive, casual, fun | Visual-first, trend-focused | Informational, structured |
| Ad Style | Blended into native content | Polished but familiar | Traditional, obvious ads |
| Discovery | Happens while scrolling | Driven by Explore feed | Requires active searching |
The big difference? Social platforms push content to users. Google waits for you to ask. That push, when it’s done well, can feel like magic. You weren’t looking for a new coffee brand, but now you’re adding one to your cart. You didn’t need skincare tips, but that video? Sold you.
How Businesses Should Adapt
To stay ahead, brands need to build flexible marketing strategies that live across both worlds – Google and TikTok. That might mean rethinking how you define SEO and what counts as a “search result.” Here are some tips from experienced marketing specialists at OC24 LTD.
Think Like a Creator
If your brand’s content feels like an ad, it’s not going to land. Think about what people actually want to watch. That might be:
- A quick how-to tutorial
- A before-and-after transformation
- A funny, relatable story
- A behind-the-scenes look at your process
Start small. Don’t overthink production quality. Authentic beats perfect every time.
Integrate, Don’t Replace
This isn’t about replacing Google – it’s about meeting people where they already are.
A blog post can become an Instagram carousel. A customer review can turn into a testimonial video on TikTok. Answering a common question in your industry? Turn that into a short-form video and a traditional FAQ page.
Good marketing in 2025 means being everywhere your customer might be, in a voice they want to hear.
Conclusion
Google isn’t disappearing, it’s just sharing the stage.
For Generation Z and younger millennials, social platforms have become trusted sources for everything from shopping advice to study tips. And that’s not likely to change.
Brands that adapt, that show up with authenticity and value, will thrive. Those who cling only to the old rules? They’ll fall behind.
The future of search isn’t just typed into a box. It’s discovered while scrolling, shared in stories, and spoken through real voices. If you’re not part of that conversation, it’s time to jump in. Whether you’re a solo creator or a brand like OC24 Limited, the digital world now rewards those who feel human.
