The Rise of Social Search: Why Gen Z Search on Social Media

Last Tuesday, I caught myself opening TikTok to search for "best brunch spots in Edinburgh" instead of Google. When did this happen? When did my go-to for finding information shift from the search engine I've relied on for years to a social media platform? Turns out, I'm not alone.

This shift in Gen Z search behaviour isn't just a personal quirk but a generational transformation. A 2024 survey revealed that 46% of Gen Z now prefer using social media over traditional search engines to find information online, showing a fundamental change in how people search and discover content.

For over two decades, Google has been synonymous with internet search. Since launching in 1998, the search giant has grown to process over 8.5 billion searches daily, establishing an empire that appeared unbreakable within the digital ecosystem. "Just Google it" became the universal solution to every question, from “how to bake a carrot cake” to “what’s the capital of Italy”.

But in late 2024, Google's global market share fell below 90% for the first time since 2015.

This signals real competitive pressure, not only from traditional search engines like Bing, but also AI-powered platforms such as ChatGPT (now with 800 million weekly active users) or Perplexity.

Google's decline isn't driven by one factor. It's two forces colliding: the rise of AI-powered alternatives and a revolution happening on social media networks, driven by how Gen Z search for information. But what I didn’t expect is that despite having AI for specific tasks like summarising research, comparing options or brainstorming ideas, I see myself going to different social media platforms more often for new information and recommendations.

Without fully realising it, I stopped going to Google first but started opening different social media for finding information.

When I need restaurant recommendations, I scroll through TikTok. Planning a weekend getaway? Instagram Reels and YouTube vlogs are definitely my go-to. Looking for honest product reviews? I’m happy to watch five short videos of someone's reaction and experience rather than read through three long, wordy blog posts. This reflects the rise of social media as a search engine for everyday decisions. And I believe I’m not alone in this shift, as social-first search is becoming the default for the entire generation.

It all comes down to Gen Z characteristics and how these traits define their search behaviour. Being raised in a digital world where information is just a tap away, Gen Z expect quicker, more engaging, and more authentic answers for their questions.

When I search “best Korean restaurants in London”, there is a big difference in how Google and social media return results for me. On Google, I get listicles and a lot of blue links that require me to go through and find the needed information.

However, when I bring the same queries on TikTok, I can watch people showing the internal decoration of places, see different meals with natural lighting, listen to their thoughts and real reactions. All of this is not just information, but it provides me with quick, engaging and digestible answers in visual formats like short-form videos, carousels and captions.

Gen Z relies on peer recommendations, real experiences, and unfiltered opinions from communities over advertising. While Google prioritises optimised content and paid ads, social media platforms show real conversations from actual users.

Instead of reading a blog on “best budget lunch spots in Edinburgh”, I would go on TikTok or Instagram and watch several short videos of real people recording themselves eating there, showing the portions, reacting to the prices, and whether it’s somewhere they would return to. This peer-driven content feels more honest, transparent and reliable, fostering a sense of trustworthiness of social media.

While Google delivers answers to what users actively search for, social media proactively pushes content you didn’t know you needed, which transforms your feed into a personalised yet serendipitous experience.

Social algorithms learn from your behaviour and preferences, from how you scroll and interact, and even what content you ignore, and use these insights to build a digital environment that mirrors your interests. This creates a sense of intimacy, where the platform feels like a companion that anticipates your desires before you can articulate them.

Social search has positioned social media from engagement-driven spaces to fully functional search channels. Research conducted by Google states that 40% of Gen Z users opt for social media like Instagram or TikTok to look for places to eat rather than Google. Interestingly, the majority of Gen Z prefers TikTok over traditional search engines like Google for visual and experience-based queries. It shows that they aren’t using social just to scroll but to learn, to grow and to make better decisions.

However, it is important to note here that I don’t abandon Google on my search journey but use it as another layer to deepen and validate my search. For example, after discovering a Pilates studio on TikTok, I will then Google it to check opening hours, look at their websites, and confirm they’re still operating. Social gets me there 80%, but Google closes the loop.

Even though Google continues to dominate search, we are entering an age of multi-platform discovery, where users particularly for Gen Z and younger generations increasingly explore content across multiple channels. As search behaviour shifts, businesses need to optimise for both social and traditional search.

Classic SEO is not enough anymore – it’s just as important to design content with Gen Z in mind. To respond to this shift, businesses should show up consistently across multiple channels with authentic, visual content that matches Gen Z’s social-first discovery habits. This generation tend to have brand research and discovery on social media platforms rather than traditional search engines.

Find out more about the shift from Search Engine Optimisation to Search Ecosystem Optimisation and what this means for your brand.

Gen Z is changing search – fast. Need help navigating this shift? We help brands adapt their content and visibility strategy to match Gen Z’s social-first discovery habits. Let's make sure you're one of the brands that gets it right. Get in touch today!