Search engine usage is evolving as younger generations increasingly turn to social media platforms like TikTok and Instagram as their go-to place for discovering new brands, products, content, and information. While Google still dominates overall search traffic, recent studies show its grip may be loosening amongst Gen Z and younger Millennials.

By the numbers

79% of 13-17 year olds in the US and Canada have used social media to search for content, news, or products. This number rises to 86% for 18-24 year olds. Additionally, 51% of Gen Z women in the US actually prefer using TikTok over Google for searches.

So why the shift?

Studies show the video-centric, interactive, and personalized nature of social platforms is highly appealing to younger demographics. Over 60% say TikTok's video results and relatable, personalized answers are the main draw compared to traditional text-based search. The platform's algorithmic recommendations based on viewing history and interactions make discovery feel tailored.

Social influencers also play a key role

Research shows 70% of Gen Z looks to influencers and 62% look to brands on social media for product recommendations rather than friends or family. They are more likely to trust the recommendations of their friends, family, and influencers than they are traditional advertising. Social media platforms allow users to connect with and interact with a wide range of people, making them a powerful tool for discovering new products and services.

Social content is still king

Post content (creative and copy) aids a brand's discoverability on social media platforms. Organic content that focuses on answering FAQs, utilizes impactful hashtags, and is built around strategic keywords may influence user search behavior, leading to more branded searches and improved search visibility.

But this doesn't spell the end for Google

While social media allows exposure to more perspectives, traditional search still wins for finding definitive factual information. Over 75% of 13-39 year olds turn to Google when they want to research a complex topic or need quick, credible results.

As search shifts to social, brands must evolve their strategies accordingly. Our comprehensive social-first approach includes:

• Optimizing owned channels for viral social formats like short-form video
• Socially-optimized SEO through keyword, hashtag and influencer research for content discoverability
• Paid social ads calibrated to convert Gen Z and Millennials
• Influencer partnerships to expand brand visibility and trust
• Ongoing social listening for timely, relevant conversational marketing

With consumption rapidly shifting to platforms like TikTok and Instagram, our integrated digital strategies are key to engaging youth audiences. We maximize brand exposure wherever Gen Z and Millennials are discovering and engaging with content online. Contact us to learn more about social-first marketing tailored for today's digital landscape.