Gen Z search behavior shifts dramatically toward social media

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.

As search is no longer confined to keyword queries, visibility must now extend across visual, audio, and conversational formats.