Does Gen Z Still Use Google for Search, or Is Gen Z Using Social Media as a Search Engine?

Gen Z using TikTok as search engine?

TikTok has evolved from an entertainment platform, to a heavily used search engine. And for Gen Z, it’s rapidly becoming their new search engine of choice, presenting as a major opportunity for marketers.

Since launching Search Ads in 2023, TikTok has shifted from a video platform to a discovery engine rivaling Google. Search activity within the app has grown 40% YoY, with billions of daily queries now driving product research, brand exploration, and purchase decisions.

The New Discovery Journey

Research shows 86% of Gen Z internet users now search on TikTok weekly, almost equal to traditional search engines. But it’s not a simple replacement. Users switch fluidly between TikTok and Google: 34% start with TikTok before turning to Google, while 38% do the opposite. This layered approach makes TikTok a critical stage in the modern path to purchase.

Why Social Search Matters

On TikTok, discovery is about establishing trust and authenticity between consumer and business. With Gen Z using social media as a search engine, they’re turning to platforms like TikTok to find information, reviews, and recommendations through real perspectives from creators and communities — much of which comes through video. As TikTok’s product team puts it: every search is less about “what’s right?” and more about “who do I trust?”.

That shift opens up space for brands to position themselves where culture and intent intersect, through authentic creator partnerships, trend-aligned content, and context-driven search campaigns.

Performance That Scales

TikTok’s own data reinforces the case. Campaigns running dedicated Search Ads have delivered:

• 2x higher purchase lift on average compared to campaigns without search.

• 2.2x lift for enterprise advertisers.

• Strong results across retail and high-intent verticals.

The Opportunity for Marketers

For brands targeting Gen Z, this isn’t optional anymore. Social platforms are shaping how younger consumers discover, validate, and make choices. The businesses that lean in early will secure disproportionate visibility and loyalty.

The opportunity to meet Gen Z where they search, fuel discovery with authentic content, and amplify with search-aligned ad campaigns is massive. Those that do will outpace competitors still optimising only for Google.

If you're looking to capture Gen Z in your online marketing efforts more effectively and don't know where to begin, get in touch with us today for a free discovery call.