The Search Shift: Why Gen Z Turns to TikTok Before Google
- oslezovic
- 2 days ago
- 2 min read
For Gen Z, Google is no longer the default. When they need answers, inspiration, or recommendations, they open TikTok.
It’s not just a content platform, it’s a search engine, reimagined for a generation that prefers videos over text, peers over experts, and authenticity over polish.
Instead of clicking through blue links and SEO-stuffed blog posts, Gen Z watches short, relatable clips that show real people solving real problems. Want to know the best ramen spot in your city? There’s a 30-second TikTok for that, complete with a walkthrough, review, and vibe check.
TikTok’s “For You” page often anticipates their needs before they even type anything in. It feels less like searching and more like discovering, which fits perfectly with how Gen Z consumes content.
And the trust factor? Massive. They don’t want brand voices or paid ads dressed up as advice. They want firsthand experiences, honest opinions, and social validation (just check the comment section). That’s why hashtags like #TikTokMadeMeBuyIt have billions of views.
The numbers back it up:
74% of Gen Z uses TikTok search, and over half say they prefer it to Google. Even Google admits nearly 40% of young people skip Search and Maps in favor of TikTok and Instagram.
This isn’t a phase, it’s a new playbook.
If your brand isn’t thinking in TikToks yet, you’re not just missing a platform. You’re missing the future of search.
If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.
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