How Gen Z Is Redefining Search: TikTok and Instagram as Modern-Day Search Engine

Social media? As search engines?

This question may seem absurd—until you consider the data.

In 2022, Google’s Senior VP admitted that 40% of young people were already ditching Google for social apps to search. Fast forward to now, a recent survey found that 46% of Gen Z and 35% of millennials now favor social platforms over traditional search engines. This shift marks a new era of search behavior, opening doors for marketers to engage audiences where they naturally spend their time.

The TikTok and Instagram Effect on Search

TikTok and Instagram are reshaping the way we search, thanks to their unique ability to merge entertainment with discovery. TikTok’s powerful algorithm curates hyper-relevant, bite-sized videos that align perfectly with Gen Z’s fast-paced browsing habits. Instagram, on the other hand, uses its visual-first approach to turn mundane searches into explorative journeys, with images and Reels providing instant inspiration.

Studies reveal this behavioral shift and it’s easy to see why - unlike Google’s static results, TikTok and Instagram offer dynamic, real-world demonstrations and insights, making the discovery process more entertaining. These platforms don’t just show results; they deliver stories, experiences, and connections - a stark departure from traditional search engines.

“Learning by Watching” - The New Standard

It’s no longer enough to read a blog post or a manual to learn how to do something. Gen Z users are turning to TikTok and Instagram to discover how-to videos, quick tutorials, and demonstrations that are far more interactive and engaging than reading. Whether it’s fixing a tech issue or learning to apply makeup, these short-form video platforms allow users to learn in real-time and from multiple perspectives.

The ability to watch, pause, and rewatch educational content in a visually stimulating format makes learning more engaging and fun.

Visual Content That Delivers: Tutorials, Reviews, and How-Tos

TikTok and Instagram have become the go-to sources for users searching for tutorials and product reviews. The format of short videos allows creators to show, not just tell, how a product works or how to achieve a specific result. From beauty tutorials to cooking hacks, users trust the ability to watch someone perform a task rather than read about it.

This shift towards video tutorials is not just about ease—it’s about authenticity and relatability. Gen Z wants to connect with creators and hear their personal experiences, making TikTok and Instagram the perfect platforms for this type of learning.

The Key to Seamless Searchability: Hashtags, Trends, and Tags

TikTok and Instagram are not just platforms for entertainment—they’re designed with search in mind. Hashtags, trends, and content tags allow users to find specific types of content effortlessly. With millions of videos uploaded every day, the ability to search for content using specific tags like #Tutorial or #HowTo ensures that users find the exact content they need.

Authenticity and Engagement Over Algorithms

Social media platforms like TikTok and Instagram have given rise to a new kind of search engine—one powered by creators. For Gen Z, creators are more than influencers—they’re trusted advisors, relatable storytellers, and real people offering honest insights. This shift is redefining how brands and users connect in today’s digital world.

Why Gen Z Prefers Creator-Led Recommendations

Gen Z values authenticity, and creators bring exactly that. Unlike traditional ads or Google search results, creators feel real. They showcase real-life applications of products, turning their recommendations into authentic endorsements.

Creators tailor their content to their audience’s specific needs, whether through tutorials, reviews, or casual posts. This relatability makes them more appealing than faceless algorithms.

Relatability and Transparency

Creators thrive on building personal connections. They share not just products but also their experiences, struggles, and success stories, allowing audiences to form genuine emotional bonds. Gen Z highly values transparency, whether it’s about product effectiveness or ethical practices.

This authenticity leads to higher engagement rates, as followers feel seen and heard. Creators often respond to comments, provide direct answers, and establish an ongoing dialogue, adding layers of trust.

The shift to creator-driven recommendations is transforming influencer marketing:

• Brands now prefer partnerships with micro-influencers or niche creators who boast loyal and engaged followers.
• Creators often co-create campaigns, making them feel more authentic and personal.

For marketers, this means prioritizing collaboration over control—allowing creators to share their genuine experiences instead of pushing pre-approved scripts.

The Power of Trends and Viral Content

Social media trends have a unique power: they shape what people search for and influence purchasing decisions. This is especially true for Gen Z for whom trends are pathways to discovery and purchase.

Viral videos, challenges, and hashtags are the new currency of discovery, offering brands endless opportunities to connect with audiences.

How Trends Shape Search Behavior

As trends emerge, they become immediate search terms. Users flock to platforms to find tutorials, examples, and products linked to what’s popular. Whether it’s a viral dance, a popular hashtag, or a trending product, users actively seek content to replicate, engage with, or purchase. Platforms like TikTok even have dedicated "Trending" pages, making discovery a seamless part of the user experience.

Viral moments extend beyond entertainment—they inspire action. For example:

• A viral makeup challenge showcasing a specific brand’s product can lead to skyrocketing sales.
• Trending recipes featuring particular kitchen tools or ingredients result in a surge in related product searches.

For brands, participating in viral challenges or aligning their offerings with current trends can lead to massive exposure.

Strategies for Leveraging Trends

To harness the power of trends, brands must:

• Act Quickly: Trends have a short shelf life. Rapidly producing relevant content is essential.
• Use Hashtags Wisely: Associating with trending hashtags increases content visibility.
• Collaborate with Creators: Influencers who are deeply embedded in trends can provide an authentic bridge between the brand and its audience.

Keeping up with TikTok trends can be time-consuming, so we’ve made it easier for you! Our dedicated TikTok Trends section delivers the latest trending videos and sounds straight to your fingertips every week, saving you time and keeping you ahead of the curve.

Social Media Discovery vs. Traditional SEO

Google has been the undisputed leader in the search engine space, driving internet users to answers, solutions, and products with precision. But, the rise of TikTok and Instagram as search engines have created a new dynamic for how users discover content online.

Google is still indispensable in areas requiring in-depth research, such as news, academic content, or technical queries. However, for visually driven categories like home décor, fashion, and travel, TikTok and Instagram are becoming the go-to platforms.

Evolving Marketing Strategies

Marketers today need to adapt to this duality of search. Brands need to embrace social platforms as complementary channels to reach audiences.

• Optimize for TikTok and Instagram: Use trending sounds, hashtags, and visually appealing formats to align with social search algorithms.
• Leverage Traditional SEO: Maintain strong keyword optimization and content-rich websites to capture Google’s audience.
• Create Integrated Campaigns: Build omnichannel strategies that blend search intent with trend-led discovery, maximizing reach across demographics.

Social search is no longer an afterthought; it’s an essential component of a well-rounded marketing strategy that meets users where they are. As this landscape evolves, brands must navigate both worlds to remain competitive.

The Future of Search Is Social

The dominance of TikTok and Instagram in search highlights a new era of discovery—one that values visual engagement, authenticity, and trend-driven exploration. But with this shift comes the need for adaptability: for brands and creators, success lies in understanding these platforms’ unique dynamics and consistently producing content that resonates.

The future of search isn’t just about finding information—it’s about creating moments that inspire, engage, and drive action in a world increasingly shaped by social platforms.