Social Networks Instead of Google: Why is Gen Z looking for stuff on TikTok? 

Google is no longer the first choice for everyone! Gen Z is increasingly searching for information where they feel most comfortable – on social networks.  

Instead of lengthy articles, Gen Z prefers short videos and authentic reviews from real people. This shift reflects a change in digital behavior, where visual content and personal recommendations take the lead. Companies that want to stay in the minds of the younger generation must adapt their strategy and be present where their target audience actually moves.  

Why are they looking differently and how are they thinking? 

Generation Z grew up in a digital environment full of speed and visual stimuli. They appreciate directness, authenticity, and content that is not overwhelmed by ads. Traditional Google searches may seem outdated, lengthy, and often they don't even find what they were looking for.  

They prefer to rely on the collective wisdom of the community and visual examples rather than long texts and anonymous sources. They also believe that real user experiences are more valuable than anonymous reviews or SEO-optimized articles. According to a Pew Research Center study, Gen Z trusts information that comes from peers or content creators more than traditional authorities. This explains why they tend to search more on social media than standard search engines. 

TikTok as a Search Engine? Exactly! 

According to Google data (Yes, directly from Google), nearly 40% of young people search for information on TikTok or Instagram rather than traditional search engines. Why? Because it’s faster, visual, and straight to the point. 

How come TikTok beats Google? 

Tailored Content - TikTok's algorithm is a masterpiece. Just a moment of scrolling and it knows what you want to see. Google can bury itself with its sponsored links.  

Speed and Simplicity – Instead of reading long articles or searching for answers in discussions, you get a 30-second video with all the information. 

Authenticity – While Google offers official articles and ads, TikTok showcases real people with their actual experiences. 

First stop before the site. Or first go through Instagram then maybe the website. 

Instagram is no longer just about beautiful photos – for many, it is the first stop when they want to learn more about a brand. Instead of searching for the official website, they first check Instagram, where they can instantly see real content, reviews, and how the brand communicates with its audience.  

According to Meta, up to 70% of Instagram users search for new brands on this platform. Instagram has thus become a key tool for building trust and authenticity – if a brand does not have a quality and active profile, it may appear less trustworthy in the eyes of customers. This is a significant difference compared to TikTok, where users expect more entertaining, educational, or viral content rather than traditional brand presentations.