Forget about sifting through pages of links; Gen Zs want quick, authentic, and relatable responses, and TikTok is delivering.
As the digital landscape evolves, so do the habits of its users. One notable shift is the increasing preference of Gen Z for TikTok as a search engine over traditional platforms like Google.
Why aren’t we Googling anymore?
According to data from YPulse, a youth research firm, 46% of people aged 18-24 start their information searches on Google. In comparison, 58% of those aged 25-39 do the same. Interestingly, 21% of the younger age group begin their searches on TikTok, while only 5% start on YouTube.
Gen Z’s shift from Google to TikTok isn’t just a quirky trend – it’s a fascinating reflection of their digital habits and preferences. For them, social media isn’t just for socialising; it’s the go-to source for information, inspiration, and everything in between. This trend reflects a broader change in how young people seek and consume information, driven by a desire for quick, relatable answers.
“I feel like TikTok gives me real, honest answers from people who have experienced what I’m searching for. I don’t have to dig through tons of links and ads to find what I need,” says Sophia Lee, a 19-year-old student. “Whenever I’m looking for new makeup tips or workout routines, I go straight to TikTok. The videos are quick, and the comments section usually has even more helpful advice.”
Authenticity over algorithms
One of the main drivers behind Gen Z’s preference for TikTok is the authenticity they perceive on the platform. Traditional search engines like Google often prioritise highly optimised pages, which can sometimes feel impersonal and commercial. In contrast, TikTok offers real-life experiences and peer reviews, making the information feel more trustworthy and relevant.
“It might be because I’m more of a visual learner, but I prefer using TikTok as I can see real people showing reviews of how they use a product or showcasing places to visit,” says Sasha Bagaria, a 24-year-old who works in digital marketing. “It feels more personal and genuine.” For instance, before visiting a cafe, she’ll watch TikTok videos to gauge the ambiance. “I’ll watch videos to get an idea of the menu, the aesthetics, and to also find out how to get there. I like to get a sense of the vibe and see if it matches what I’m looking for.”
The future of search
Not everyone is ready to abandon Google. Despite these trends, Google still remains the top choice for initial searches, followed by TikTok and YouTube.
In response to changing user preferences, Google has expanded its AI-powered results tool, the Search Generative Experience, which compiles information along with reviews and comments. This tool has received high satisfaction scores from 18- to 24-year-old users.
Additionally, Google has introduced features that highlight results from forum websites like Reddit and provide updates on topics tailored to users’ interests.
Samantha Ong, a 34-year-old marketing manager, still prefers using Google. “I still prefer using Google for most of my searches as it’s reliable, and I can find detailed information quickly,” she explains. “While I use social media for fun and inspiration, Google is my go-to for serious research or when I need accurate, in-depth information. It’s just more comprehensive.”
As technology continues to advance, the landscape of search is likely to keep evolving. The rise of AI and machine learning will play a significant role in shaping how search engines like Google adapt to meet the needs of younger users. The competition between traditional search engines and social media platforms will drive innovation, ultimately benefiting users with more personalised and effective search experiences.