In a world dominated by short-form videos, influencer endorsements, and visually engaging platforms, traditional search engines are no longer the sole gateways to online information. Gen Z’s unique search habits are reshaping how brands approach discovery, engagement, and visibility in 2025 and beyond.

The New Search Landscape: Social Platforms as Discovery Engines

Google has reigned best as the go-to search engine for over two decades. However, Gen Z, the first digital-native generation, is challenging this norm. Platforms like TikTok, Pinterest, and Instagram are becoming their preferred tools for discovery.

• Nearly 40% of Gen Z users choose TikTok or Instagram over Google for searches, whether they’re looking for restaurant recommendations or the latest fashion trends.
• Gen Z relies on Google 25% less than Gen X, signaling a broader shift in how they approach online exploration.

Rather than replacing Google, this evolution highlights the importance of embracing multiple platforms to meet the diverse discovery habits of modern audiences.

The Platforms Redefining Discovery

TikTok: The Video Search Powerhouse

No longer just a hub for memes and viral dances, TikTok has evolved into a leading discovery engine. From searching“best cafes in Paris” to “how to style cargo pants,” users turn to TikTok for authentic, relatable, and visually engaging content.

Key insights for brands:

• Authenticity matters: 4 in 10 Gen Z consumers prefer relatable creators over polished ads.
• TikTok’s Branded Mission Ads enable brands to leverage user-generated content and amplify high-performing videos for maximum impact.

TikTok’s launch of in-app search ads further cements its role as a discovery tool, creating new opportunities for brands to target specific queries.

Pinterest: Where Inspiration Meets Search

Pinterest remains a stronghold for Gen Z’s search habits, particularly in lifestyle, fashion, and DIY niches. Its visually-driven interface aligns perfectly with younger audiences seeking creative inspiration.

• Inspiration-first approach: According to Pinterest’s data, searches are 31% more likely to focus on visual inspiration rather than direct queries.

Brands can capitalize on Pinterest Trends to align their content with what’s resonating most with users.

YouTube and YouTube Shorts: Expanding Video Discovery

YouTube has long been a key player in search visibility. Now, with the rise of YouTube Shorts, it’s challenging TikTok’sdominance in short-form video content.

• 70 billion daily views: Shorts has become a major discovery tool for mobile users.
• Brands can create informational videos to rank organically or leverage advertising campaigns, like Google Shopping ads paired with Performance Max campaigns, to enhance reach.

Reddit: The Hub for Niche Insights

Reddit’s community-driven model is gaining traction as a search platform, especially for deep-dive insights and peer reviews.

• Reddit’s organic traffic has doubled globally since 2022, driven by its alignment with Google’s preference for authentic, user-generated content.
• Brands can engage authentically in Reddit communities to build trust and credibility.

Why Gen Z’s Search Habits Are Changing

1. Visual Search: Platforms like TikTok and Pinterest cater to Gen Z’s preference for immediacy and relatability, offering video-based answers instead of text-heavy pages.
2. Authenticity and Personalization: Gen Z values genuine recommendations from relatable creators over polished brand messaging.
3. Community-Driven Content: Social platforms thrive on user-generated content, fostering trust through real-life testimonials and community validation.

3 Steps for Modern Brand Discovery

1. Create Native Social Content Develop content tailored to each platform. For TikTok, focus on authentic, engaging videos using in-app tools,while leveraging YouTube Shorts for additional reach.

2. Collaborate with Influencers Partner with influencers who go with your brand to tap into their engaged audiences. Both micro- and macro-influencers can enhance discovery and build trust.

3. Expand Paid Search Campaigns Extend your advertising strategy to platforms like Pinterest, TikTok, and YouTube. Use tools like Pinterest Trends and behavior-based targeting to maximize campaign impact.

Looking Ahead: The Future of Discovery

The rise of TikTok, Pinterest, and other platforms isn’t just a trend—it’s a seismic shift in how younger generations engage with content. By embracing a multi-platform strategy and tailoring your approach to each channel, your brand can stay ahead in the rapidly evolving discovery landscape.

The future of search is dynamic, visual, and increasingly community-driven. The question is: Is your brand ready to adapt?

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