Is Google Your Only Search Strategy? Why TikTok & Instagram are the New Search Engines for Gen Z
In our last post, we focused on making your business shine on Google, especially for local searches. Now, what if we told you that a growing number of people, particularly younger generations, are starting their searches somewhere else entirely? It’s true!
Platforms like TikTok and Instagram are rapidly becoming the go-to “search engines” for Gen Z (and increasingly, Millennials too). If your business isn’t visible where they’re looking, you could be missing out on a huge and influential audience.
How Gen Z Uses Social Media for Search
Think about it: instead of typing “best coffee shops in downtown” into Google, a Gen Z user might search for that phrase directly on TikTok or Instagram. They’re looking for:
- Real, Visual Answers: They prefer seeing quick, engaging videos or eye-catching photos rather than just reading text.
- Authentic Recommendations: They trust what real people (especially creators or influencers they follow, and their peers) say about a product, service, or place more than traditional ads.
- Quick How-Tos and Inspiration: From “easy dinner recipes” to “local boutiques,” they use these platforms to discover new things and get ideas.
If your organic (non-paid) social media strategy is still just about posting occasional updates, it’s time to rethink it through the lens of “social search.”
Strategies to Get Discovered on Social Search
To make sure your business can be found by this new wave of searchers, you need to adapt:
- Video is Essential: Short, engaging videos are the champions here. Think:
- Quick tutorials or tips related to your products/services.
- Behind-the-scenes glimpses of your business.
- Content that looks like it was made by a regular user (less polished, more authentic).
- Showcasing customer reviews or experiences (with permission!).
- Think Like Your Audience (Keywords & Hashtags): Just like with Google, you need to use the words and hashtags that your target audience is actually typing into the search bars on TikTok, Instagram, or even Pinterest.
- Make it Look Good (Visuals & Vibe): Your content needs to be visually appealing and fit the general style and feel of the platform you’re on. What works on Instagram might not work on TikTok.
- Consider Creator Collaborations: Partnering with online creators or influencers who genuinely like your brand can introduce you to their engaged followers in an authentic way.
- Listen to the Buzz (Social Listening): Pay attention to what people are talking about in your industry or local area on these platforms. What trends can you tap into? What questions are people asking?
Understanding and catering to these new search behaviors doesn’t mean abandoning Google, but rather expanding your strategy to meet customers where they are.
Navigating the New World of Social Discovery
The shift towards social search, especially among younger audiences, is a significant trend that businesses can’t afford to ignore in 2025. It requires a different approach to content creation, a deeper understanding of platform-specific nuances, and a commitment to engaging authentically.
For busy business owners, figuring out how to effectively create content for TikTok, Instagram, and other platforms, while also optimizing it for search on those platforms, can be daunting. That’s where the expertise of a dedicated team like ThriveFuel Marketing comes in.
We help businesses like yours understand these emerging trends, develop content strategies that resonate with Gen Z, and ensure you’re discoverable across all the channels where your potential customers are searching. Even if you have an internal marketing team, our specialized focus on these evolving social landscapes can provide a critical edge.
Next in the Series
We’ll bring the focus back to your website and discuss what makes it truly “SEO-optimized” in 2025—it’s much more than just keywords!
