Gen Z doesn’t Google it—they TikTok it.
TikTok has become the preferred search engine for more than half of Gen Z. New data shows that 74% of Gen Z uses TikTok search, and 51% choose TikTok over Google as their go-to search engine.
Generation X (1963-1980) and Millennials (1980-1995) made ‘Google’ a verb, but Generation Z (1997-2012) is redefining search behavior by prioritizing social media platforms like TikTok, YouTube, and Snapchat. While Millennials still frequent Instagram and Facebook, Gen Z’s digital nativity and preference for visual content have shifted search habits towards TikTok.
As early as 2022, Google disclosed that 40% of young users preferred social media over Google Search or Google Maps when looking for a place to eat. Since then, this trend has only grown stronger.
Why Gen Z Prefers TikTok for Search
The primary reason Gen Z favors TikTok for search is authenticity. Unlike traditional search engines that prioritize paid placements and SEO rankings, TikTok’s algorithm serves organic, user-generated content that feels more genuine and unfiltered.
According to the New York Post, most Gen Zers have lost trust in advertising but still rely on brands for discovery—62.31% of them look to brands on TikTok to find new products. They seek first-hand experiences, multiple perspectives, and visual storytelling, making TikTok’s content-rich environment an ideal search tool.
Another key factor is TikTok’s impact on purchasing decisions. The platform’s mix of discovery-driven and intent-based search leads to higher engagement, with 72% of Gen Z purchasing a product after seeing it on TikTok. This showcases the platform’s ability to drive conversions through real-life user reviews and viral trends.
How TikTok’s Search Engine Works
TikTok’s search algorithm operates differently from Google’s. When users search on Google, they primarily see:
High-ranking SEO content from established websites
Google Ads targeting specific keywords
Google Shopping listings for relevant products
On TikTok, search results are less curated and prioritize relevance and engagement over reach. This means trending, well-liked content surfaces first, regardless of whether the creator is a brand or an individual user.
The Rise of TikTok Search Ads
Recognizing the shift in search behaviors, TikTok introduced Search Ads Campaigns in September 2024. These allow brands to target users based on their search behaviors—blending spontaneous discovery with intent-driven queries.
TikTok’s internal tests show that integrating Search Ads with In-Feed Ads boosts conversions by 20%, as users who might not initially engage with an ad are more likely to do so after seeing a related search ad. This means brands can now directly align their advertising strategies with Gen Z’s unique search habits.
Optimizing for TikTok Search
For brands looking to capitalize on TikTok’s search engine, here are key optimization strategies:
USE HASHTAGS FOR DISCOVERABILITY
TikTok’s search function relies heavily on hashtags. To improve discoverability:
Use a mix of popular and niche hashtags
Include keywords your target audience is likely to search
Keep hashtags relevant to the content
CONSISTENCY IS KEY
Posting quality content regularly increases visibility and improves chances of appearing in TikTok search results. Brands should aim for:
A consistent posting schedule
High-quality, engaging content
A mix of educational, entertaining, and promotional videos
LEVERAGE USER-GENERATED CONTENT
Gen Z trusts real experiences over polished brand messages. Encourage users to:
Share product reviews and testimonials
Participate in branded challenges or trends
Tag your brand in their organic content
PRIORITIZE VIDEO SEO
Unlike Google’s text-based SEO, TikTok’s search ranking favors video engagement. To optimize TikTok videos:
Add relevant keywords in captions and on-screen text
Engage viewers within the first few seconds
Encourage likes, comments, and shares to boost visibility
The Future of Search: TikTok vs. Google
While Google still dominates overall search volume, TikTok is rapidly becoming the go-to platform for Gen Z’s lifestyle, shopping, and how-to queries.
Google has even started adapting by integrating short-form video content into search results and prioritizing user-generated content. For ecommerce brands, this shift represents both a challenge and an opportunity. The most successful strategy now requires a holistic approach that combines TikTok’s discovery-led ecosystem with Google’s intent-based framework, supported by coordinated paid media efforts across both platforms.
Final Thoughts
TikTok’s rise as a search engine underscores the changing ways younger generations discover products and make purchasing decisions. Brands that adapt to this shift—by optimizing for TikTok search, leveraging user-generated content, and integrating Search Ads—will be well-positioned to capture Gen Z’s attention and drive meaningful engagement.
In today’s fragmented digital landscape, success isn’t about choosing between platforms but orchestrating performance-driven campaigns across the entire digital ecosystem. Brands that integrate their TikTok strategy with broader paid search, social, and affiliate efforts will not only capture Gen Z’s attention but also convert that attention into measurable revenue growth.
Sources
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