Gen Z Search Shifts Beyond Google… Brands Need to Wake Up!

Back in the old days, people would automatically say "Google it" if you had a question. But for Gen Z, that's a phrase that's slowly becoming outdated. In fact, nearly 60% of this generation now turn to TikTok as their search engine of choice,  a number that's rising fast. Instagram is also creeping up as a hub for discovery. In short, the old SEO-only strategy just isn't cutting it anymore. Brands and marketers need to wake up to a new reality: the future of social media marketing demands a holistic approach that takes into account where audiences actually spend their time and how they search.

This changing landscape is more than just some trendy shift in consumer behaviour, it's a fundamental change. Social search is rewriting the rules on how brands, marketers and companies think about visibility on the web, engagement and the all-important brand experience. If you're still just optimising for Google, you're basically ignoring a big chunk of your audience.

What Is Social Search Anyway?

So what's social search? Well, basically, it's the way people are using platforms like TikTok, Instagram and YouTube to find the answers they need instead of relying on traditional search engines. They're not typing away into a search bar and then scrolling through a bunch of websites like they used to. No way. Gen Z prefers bite-sized, visually-engaging and authentic content that delivers the information they need in a much more interesting way.

TikTok, for example, is a search engine in its own right. Search for "best skincare for oily skin", and you'll get hundreds of videos from real people sharing their top tips, routines and product reviews. Instagram, with its advanced SEO and search features, is now a go-to discovery platform for niche topics through its reels, hashtags and ‘Explore’ tab.

This kind of search is fast, personal and human. And social marketing now means understanding and adapting to these new behaviours, not just optimising web pages for keywords.

Why Gen Z Are Driving this Change

Gen Z grew up with their finger on the pulse of tech. They scroll, engage and create content with ease. But they also value authenticity and social awareness like never before. Traditional ads aren't always going to cut it; they want peer reviews, real stories and unfiltered content that feels genuine.

This means that getting a handle on TikTok’s search engine and Instagram SEO aren’t just nice extras - they are vital tools if you want to show up where Gen Z is actively looking. Brands that still rely solely on Google are missing out on engagement opportunities and slowly losing their relevance in shaping brand experiences.

Make Room for the New Kid On the Block

Traditional SEO still has a role to play. Google isn't dead but it's no longer the only show in town. The problem is that many brands are still treating social marketing as some kind of separate animal from their search strategy. Google SEO gets all the attention, all the budget and all the resources - while social media gets just what's left over.

But social search doesn't work like Google search:

• It's all about relevance, not authority.
• It's all about engagement signals, not backlinks.
• It's all about rewarding content that people actually want to watch.

If your brand only exists as a website and a few promotional posts, you're missing how modern audiences actually find, evaluate and trust brands.

This is exactly what we've been talking about in The Social Search Shift: Why TikTok and Instagram are Replacing Google for Gen Z. And the bottom line is simple: social platforms are no longer just distribution channels - they're discovery engines.

Prioritising How Your Content Meets Your Customers

Brands need to rethink not just where their content lives but how it actually reaches people. A strong customer-experience strategy now needs to take into account social search patterns, map out the customer journey across multiple platforms and use real customer insights to drive decisions. Social search is about more than just being found - it's about delivering relevant, human-centred experiences wherever your audience is.

Integrating social search into your marketing strategy puts you in the conversation and strengthens customer-centric marketing. Brands that adapt will create meaningful connections, boost engagement and stay relevant in the long term.

Google Isn't The Enemy. It's Just Not Enough.

This isn't about abandoning Google or declaring SEO "dead". It's about recognising that the future of search is fragmented, fast-moving and deeply social. Gen Z doesn't separate search, content and community - they just see it all as part of the same experience. Brands that get this don't just show up in results; they show up in culture. To stay relevant, visible and chosen, your strategy needs to reflect where people are actually looking, not where you wish they still were. 

And if you're stuck in the past and not sure how to navigate this shift, well that's kind of our thing at Rogerwilco. We help brands adapt to changing behaviour, not fight it. Because let's face it, the kids are alright and the music is still playing.