40% of Gen Z don't "Google" anymore... they scroll on TikTok & Insta!
Online search has completely changed. 40% of Generation Z now use TikTok and Instagram to search online instead of Google. And, it's not just browsing: it's active, intent-driven discovery, where your brand has two choices.
1) Appear
2) Disappear...
40% of Gen Z now turn to social networks to search for information, compared to only 32% who still use traditional search engines.
Traditional SEO remains important, but social search obeys different rules. It's nothing like traditional SEO: it's visual, conversational and community-driven. Users aren't just looking for info: they want authentic experiences, real recommendations and solutions presented in more engaging formats.
Pinterest handles over 5 billion searches every month, while the Explore tab on Instagram now functions as a veritable visual search engine.
Meanwhile, 77% of Gen Z use TikTok to discover products, and 74% use Instagram. These platforms are no longer simple social networks: they are new search engines.
Here are our 3 tips for staying relevant on social networks:
01 ✢ Making visual optimization a priority
Social search is above all visual. Your content needs to be immediately noticeable and engaging, whether it's in a TikTok feed, Instagram's Explore tab or Pinterest search results.
Create platform-specific visual content that stands out in crowded feeds.
High-quality, eye-catching images with a consistent visual identity
Engaging videos that clearly communicate value
Integrated texts (overlay) make content easy to search and understand
Color palettes and visual elements in line with your brand and platform aesthetics
Rely on visual storytelling that works even without sound. Many users scroll without audio: your visuals need to tell the story on their own. Use punchy text, clear graphics and strong images that instantly convey your message. If you can add music & sound as well, you've got a winner!
02 ✢ Optimize with conversational keywords
Today, users type full queries into social apps to find product recommendations, tutorials, reviews, local addresses, and more. This calls for a totally different approach to traditional SEO.
Analyze the specific language your audience uses when searching on each platform:
Conversational phrases rather than formal keywords
Trending hashtags that align with your content
Platform-specific terminology for discoverability
Question-based content with direct answers
For example, instead of optimizing for "skincare routine", opt for "skincare routine for dry skin in winter" or "affordable skincare routine that really works."
Gen Z searches with precision and expects clear, concrete answers.
03 ✢ Building true relationships with your community
Social search algorithms favor authenticity over "perfect" marketing messages. 35% of consumers prefer social networks to search for product reviews and recommendations, as they trust their peers' opinions more than traditional advertising.
Develop community-focused content strategies:
Highlight and promote user-generated content
Respond authentically to comments and questions
Create content that sparks real conversations
Share "behind the scenes" segments to build trust
Collaborate with content creators aligned with your brand values
Authenticity is no longer a "bonus" - it's an essential lever. Platforms value content that generates genuine engagement over purely promotional messages.
"77% of Generation Z use TikTok to discover new products making it the #1 platform for research and trends to follow."
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The search game has completely flipped. 40% of Gen Z now use TikTok and Instagram for search instead of Google.