Gen Z don't use Google anymore: How social search is taking over

If you've noticed your teenage cousin searching for the best brunch in Perth on TikTok instead of Google, you're not imagining things. For Gen Z - the first true digital natives - search as we know it is being flipped on its head. Traditional search engines like Google are quickly being replaced by platforms like TikTok, Instagram, and even YouTube as the go-to tools for discovery.

As a digital marketing agency, we've seen first-hand how this shift is impacting the way local businesses are found online. If your digital strategy hasn't caught up to this new reality, now's the time.

Move over search engines, we are in a TikTok revolution

Let's start with the facts. According to a survey from Forbes, 46% of Gen Z now turn to TikTok or Instagram when looking for a place to eat, shop, or explore - not Google Maps or Search. They want to see the place, hear what people are saying about it, and feel the vibe before deciding to go.

In short: Gen Z isn't looking for links. They're looking for experiences.

What is Social Search and why it is so effective

Social search is the process of using social media platforms like TikTok, Instagram, and YouTube to discover information, recommendations, or content through user-generated posts, trending hashtags, and algorithm-driven suggestions.

There are a few reasons why social platforms are outpacing traditional search engines with younger audiences:

Visual-first content: A video of your brunch spread tells a more compelling story than a blue link or static image ever could.

Distrust in advertising: Young people have grown up being advertised to - and the effect has worn off. Many young people distrust more traditional advertising and instead rely on getting ‘real' and ‘authentic' reviews from the millions of people uploading to social media every day. 

Peer influence: TikTok creators, Instagram reels, and YouTube reviews feel authentic. They're not just selling - they're sharing. The rise of user generated content has been in response to audiences feeling like they can't trust advertising. 

Hyper-personalisation: Social algorithms are incredibly good at learning what users like and surfacing content that's tailor-made for their interests.

Speed + discovery: Instead of typing "Best café in Fremantle" into Google and wading through outdated lists or irrelevant results from other suburbs, users can jump on TikTok or Instagram to instantly see which spots are trending, what's popular with their peers and get a real-time feel for the vibe.

Real talk: This is already happening in Perth

We've seen local businesses go viral from a single TikTok post. We have seen cafes in Fremantle be quiet one day and booming the next after a Perth foodie filmed a casual walk-through of their venue with trending audio. No fancy production. No paid boost. Just capturing the audience and good timing.

What this means for your brand

This shift doesn't mean SEO is dead. But it does mean that social search needs to become a core part of your digital marketing strategy.

Here's how to stay ahead:

1. Optimise for discovery on social platforms
   Think about how your audience would search on TikTok, Instagram, or YouTube:
2. Do your hashtag research
   #FremantleCoffee #PerthIsOk #PerthEats #ThisisFremantle are great, but you need to go deeper and find hashtags that are relevant to your products/services and area. Hashtags aren't an extension of your caption, they are data for the social media platform to organise content and get it to your audience.
3. Answer questions and give sufficient information in your content
   People don't want to click 5+ times to find the information they are looking for. Work out what your audience is asking and communicate it succinctly and often.
4. Add text overlays that answer questions like "Best Perth brunch spots under $20"
   Don't be afraid of helping out your visual content with extra text - it is a useful way to keep things engaging and informative - plus important for accessibility.
5. Create content that directly speaks to search intent - not just your followers
   It is important to remember that any post could be the first one someone sees of you or the 100th. Find the balance.
6. Invest in short-form video
   No need for polished productions. Quick, behind-the-scenes clips, how-tos, reviews, or "day in the life" content are highly engaging and searchable.
7. Encourage user-generated content
   Gen Z trusts their peers more than your branded messaging. Repost customer content, highlight reviews, and build a community that shares your story for you. In the same way you encourage Google reviews to help SEO, encourage social media content.
8. Don't abandon Google - But reposition it
   Google still has a place, especially for credibility, long-form content, and local SEO. But think of it as one piece of the puzzle - not the whole thing. These social media efforts aren't going to work if you don't appear in search or have a great website to back it up.

The future of search is social

We're living through a digital evolution. Gen Z may be the ones leading the way, but the rest are definitely following, with 24% of people now saying they only or primarily use social media to search online. 

If you're marketing to any age group, visibility on Google isn't enough. You need to show up where they are, how they search, and in the formats they prefer.

The good news? Social search isn't just a trend - it's an opportunity. A well-crafted video, clever hashtag strategy, or collaboration with the right creator can do what an expensive ad campaign used to.

It's clear that social platforms are no longer just for scrolling - they're becoming powerful search engines in their own right. For brands and businesses, adapting to this shift isn't just smart - it's necessary. Staying visible means showing up where your audience is already looking.