When was the last time you Googled something? If you’re part of Gen Z, chances are you didn’t – you probably searched it on TikTok.
From where to eat in Melbourne to how to negotiate your first job offer, TikTok is fast becoming the search engine of choice for Gen Z – and it’s turning the way we discover information completely on its head.
🌀 The rise of social search
TikTok is now where millions of young people go to learn, explore and make decisions.
Google’s own execs have admitted that nearly 40% of young users now turn to TikTok or Instagram instead of Google Maps or Search. Why? Because the results are visual, fast and personal. You’re not just reading about the best sushi in your city – you’re seeing it, being shown around by someone who’s already tried it, and picking up vibes before you even leave the house.
📹 Why TikTok Search works for Gen Z
Gen Z grew up online. They’re used to algorithms, they trust creators over companies, and they have no time for dry, text-heavy websites. TikTok gives them what they want:
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Authentic recommendations
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Real-world context
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Visual proof
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Quick, swipeable content
Instead of sifting through five blog posts about “the best vintage shops in Sydney,” they’d rather watch a 15-second TikTok with location tags, prices and someone’s candid opinion – all in one go.
As one Gen Z TikTok user told The New York Times, “I don’t want to read through a bunch of stuff. I want to see it.”
@zoewu_ With more people using TikTok as a search engine, it's important to structure your content strategy in being ultra searchable! What are your thoughts? #business #ecommerce #marketing ♬ original sound - Zoe Wu
💡 What this means for brands and creators
If you’re a business, creator, or marketer – this shift is massive.
It’s not enough to be at the top of Google’s search results. You also need to be visible in TikTok’s feed, and that means thinking like a creator.
Here’s how you can show up where Gen Z is searching:
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Use keywords in your captions: Think like your audience. What would they type into the search bar?
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Add text on-screen: TikTok’s algorithm picks up on words in your video – make them count.
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Make your content feel native: Be helpful, real and unpolished. Gen Z values usefulness and personality over polish.
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Answer real questions: “How much does this cost?”, “Is it worth it?”, “Where is this?” – content that answers these gets saved and shared.
🧭 It’s not the end of Google, but…
Google’s still important, but the way people search is evolving fast. Especially with TikTok rolling out features like longer descriptions, video transcripts, and even AI-powered search prompts.
The message is clear: the future of discovery isn’t just on the web, it’s on social too. And for Gen Z, it’s not about finding the “right answer” in the traditional sense. It’s about finding the right content who answers it, in a way that feels authentic, trustworthy and relatable.
Search is no longer just about links. It’s about experience.
If you want to connect with Gen Z, you need to show up where they’re already looking and speak their language when you get there. That means embracing TikTok not just as a social media app, but as a powerful discovery tool.
Because for the next generation of consumers, the search bar is vertical and it comes with a soundtrack.
Conn3cted are a digital technology agency that create beautifully designed digital products with a clear focus on a better customer experience.