How Gen Z is using TikTok like Google and what brands should do about it 

There was a time when “just Google it” was the default answer to any question. Not anymore. For Gen Z, “look on TikTok” is fast becoming the new search behaviour and it’s rewriting the way people discover, trust, and buy from brands online. 

According to Google’s own internal data, nearly 40% of Gen Z now use TikTok or Instagram as their primary search engine, bypassing Google altogether for everything from restaurant recommendations to skincare routines and travel guides. The shift isn’t just about where they search it’s about how they search and who they trust. 

From Search Engine to Discovery Engine 

Traditional search engines are built on keywords and intent, users know what they’re looking for. TikTok, on the other hand, is built for exploration. When Gen Z searches on TikTok, they’re not looking for dry information, they’re looking for authentic experiences, personal recommendations, and real people showing results. 

Type in “best sunscreen” on Google, and you’ll get product pages, listicles, and sponsored ads. Type it into TikTok, and you’ll see creators testing formulas, side-by-side comparisons, and unfiltered reviews that feel more like advice from a friend than a sales pitch. 

That’s the magic: TikTok search feels human. It’s powered by culture, not algorithms or rather, by an algorithm trained on culture. 

 Why Gen Z trusts TikTok search 

Gen Z grew up in a world of information overload and corporate messaging fatigue. They’re experts at spotting sales tactics and prioritise authenticity over authority. On TikTok, they get answers in seconds, visually, conversationally, and from people who look and sound like them. 

Three big drivers are shaping this shift: 

1. Visual Learning: TikTok’s short-form video format makes it easy to see how something works or looks in real life. 
2. Community Validation: Comments, stitches, and duets provide social proof that traditional search can’t replicate. 
3. Cultural Relevance: The platform’s algorithm rewards content that feels current, making search results feel more alive than static web pages. 

This blend of education and entertainment “edutainment” means users don’t just find information; they form opinions and make decisions, often within a single scroll. 

What this means for brands 

If your brand isn’t visible on TikTok search, you’re invisible to an entire generation of consumers. But the good news? TikTok search is still relatively open and smart brands are already treating it like the new SEO frontier. 

Here’s how to adapt:

1. Think like a Creator, NOT a Marketer
   TikTok search rewards relevance and engagement, not ad spend. Instead of overproduced content, create authentic, useful videos that answer the questions people are already searching for. Think “How to style our blazer three ways” or “What’s it really like to use our skincare line for 30 days.” 

2. Optimise for TikTok SEO
   TikTok now indexes captions, text overlays, and even spoken words. Use natural, search-friendly phrases in your content just as people would type them. For example, instead of “Summer Glow Routine,” use “Best skincare for glowing skin in summer.” 

3. Leverage creator partnerships for discovery
   Creators are the new search results. Partnering with credible, niche voices helps your brand appear in organic searches in a way that feels authentic. It’s less about reach and more about trusted influence within micro-communities. 

4. Be where the questions are
   Monitor TikTok’s trending searches and use them to inform your content strategy. Tools like TikTok Creative Center and social listening can help you identify what people are asking and how your brand can answer. 

 The Bigger Picture 

TikTok isn’t killing Google, it’s redefining what search means. Instead of seeking facts, users are seeking first-hand experience. They don’t just want to know what’s best; they want to see what works. 

For brands, that means shifting from telling to showing, from optimising websites to optimising culture. The new digital battleground isn’t the first page of Google it’s the For You Page. 

So, the next time you’re thinking about SEO, don’t just think about search engines. Think about search behaviour. Think about where your audience is discovering, discussing, and deciding. 

Because for Gen Z, discovery doesn’t start with a question, it starts with a scroll.