Gen Z search behavior is changing fast, with TikTok and Instagram now competing with Google. Marketers must rethink strategy for the evolving digital landscape

Gen Z search behavior is undergoing a significant transformation, placing social media platforms like TikTok and Instagram at the forefront of digital discovery.

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New data from WARC, in partnership with TikTok and behavioral expert Richard Shotton, shows that 48% of Gen Z now favor social and video platforms over traditional search engines.

An eye-opening 86% of Gen Z internet users search on TikTok weekly, nearly matching Google’s 90%.

This trend reflects a powerful shift in how young users explore the internet. Platforms once seen as purely entertainment-based have evolved into major information hubs—offering brand discovery, user reviews, and product recommendations.

Interestingly, 34% of users begin their search on TikTok before turning to engines like Google, while 38% reverse the process, highlighting how integrated and nonlinear search habits have become.

For marketers, the rise of Gen Z search behavior on social media is a wake-up call. It challenges conventional search strategies and urges a discovery-driven approach to content creation.

With Gen Z seeking inspiration before intent, aligning marketing with curiosity—rather than just conversion—is becoming essential.

The study also revealed that AI platforms, though growing in relevance, still trail behind.

Only 14% of users search using AI tools compared to 30% who prefer social/video platforms.

Even as older generations adopt voice search and AI assistants, maintaining accurate and accessible brand information across all platforms remains vital.