The Rise of Social Search: Why TikTok and Instagram Are Replacing Google for Gen Z

For nearly two decades, Google has been the default starting point for online discovery. Whether it was finding a restaurant, researching a product, or looking for how-to guides, search engines dominated. But in 2025, a dramatic shift is underway, younger audiences, especially Gen Z, are increasingly turning to TikTok and Instagram as their primary search tools.

Instead of typing into a search bar, they’re scrolling through TikToks, watching Reels, and engaging with user-generated reviews that feel more authentic than any traditional search listing. This behaviour is not a fad, it represents a fundamental change in how people discover and interact with brands.

At Atlas MKT, we’re helping businesses adapt by building strategies that combine traditional SEO with social-first discovery systems. Because the truth is, if your business can’t be found where your audience is searching, you risk becoming invisible.

Why Gen Z Prefers Social Search

Gen Z has grown up in a digital-first world, where content is fast, visual, and community-driven. Unlike Millennials, who still often rely on Google, Gen Z tends to skip the search engine entirely. A Google internal study (2024) found that 40% of Gen Z users prefer TikTok or Instagram over Google Search when looking for places to eat or products to buy.

There are three key reasons driving this:

1. Visual-first discovery. TikTok and Instagram provide instant, visual answers, from video tutorials to customer reviews, that feel richer than text-based search results.

2. Authenticity over authority. Gen Z places greater trust in user-generated content than in polished websites. Seeing someone try on clothes or film their coffee order feels more real than reading a business description.

3. Community context. Algorithms curate results based on relevance, interests, and engagement, making discovery feel more personalised than a standard SERP.

This doesn’t mean Google is obsolete. But it does mean that trust has shifted. Gen Z trusts people and communities before they trust traditional search results.

What This Means for Traditional SEO

SEO is not dead, but it is evolving. Businesses can no longer afford to think of SEO purely in terms of ranking on Google. They must also consider how they “rank” on TikTok’s search, Instagram’s Explore page, and even platforms like YouTube Shorts.

Unlike traditional SEO, which is heavily keyword-driven, social SEO rewards content that is engaging, relatable, and designed for sharing. This means that strategies have to be adapted:

• Keywords are still important, but they now live in captions, hashtags, and even on-screen text in videos.

• Relevance is determined not just by metadata, but by watch time, saves, and shares.

• Instead of competing for blue links, businesses compete for audience attention in feeds designed to be endless.

At Atlas MKT, we build SEO systems that span both search engines and social platforms, making our clients discoverable wherever people are searching. You can see examples of this integrated approach in our Portfolio.

Optimising for Social Discovery

If Gen Z is searching on TikTok and Instagram, the question for businesses becomes: how do we show up there?

The answer lies in optimising content for social discovery, the new SEO. Businesses must create short-form, keyword-rich videos that mirror the way people type into search. For example, a coffee shop in Manchester shouldn’t just post generic content, but create videos with captions like “Best coffee shops in Manchester”, aligning directly with what users are typing into TikTok’s search bar.

Similarly, Instagram captions and hashtags need to be written with intent, not just creativity. A fitness brand, for instance, should optimise posts around queries like “easy 10-minute home workouts” to appear in Explore results.

TikTok has even integrated search term highlights above videos, meaning users now see suggested queries while watching. This creates a direct link between how videos are titled and how they’re discovered.

Atlas insight: just like early SEO rewarded those who got ahead of keyword strategies, social search in 2025 rewards businesses who adopt optimisation early.

Case Studies: Brands Winning With Social Search

Some brands are already adapting to this shift with impressive results.

• Duolingo has built a TikTok presence that mixes humour with helpful language content. Not only has it grown their following, but their videos often appear first when users search queries like “how to learn Spanish fast.”

• Gymshark uses Instagram Reels and TikTok to dominate fitness-related searches, blending influencer content with UGC. By optimising content for common workout searches, they’ve positioned themselves as more than a clothing brand - they’re a fitness authority.

• Local businesses are also thriving. Restaurants and coffee shops that create TikTok-friendly walkthroughs and reviews are finding themselves at the top of social search for phrases like “best brunch in London.”

These examples prove that the shift isn’t just for global brands, small businesses can win big if they adapt quickly.

Authenticity as the New Ranking Factor

In Google SEO, authority was historically built through backlinks, domain strength, and content depth. In social search, the new ranking factor is authenticity.

According to HubSpot’s 2024 Social Trends Report, 78% of Gen Z trust user-generated content more than branded content. That means polished ads won’t win in social search, but raw, relatable, and community-driven content will.

Businesses should lean into UGC-style videos, influencer partnerships, and behind-the-scenes storytelling. When audiences feel the content is genuine, they’re more likely to engage, and in turn, algorithms are more likely to boost it in search results.

At Atlas MKT, we help brands integrate authenticity into strategy, not just content creation. It’s not about faking relatability; it’s about showing the human side of your business and letting your community help tell your story.

Why This Shift Matters for Businesses

The rise of social search isn’t just a generational quirk, it’s a redefinition of the discovery process. Ignoring it means losing visibility with one of the most influential demographics in the market. Gen Z’s purchasing power is already estimated at $360 billion globally (Bloomberg, 2024), and their habits are influencing Millennials and even Gen Alpha behind them.

For businesses, the opportunity is massive. TikTok and Instagram aren’t just platforms for entertainment; they’re search engines where purchase decisions are being made daily. Optimising for social search means not just being seen, but being chosen.

Final Thoughts: Search Is Now Social

Google is still a giant, but the way people search is evolving. TikTok and Instagram are no longer just for scrolling, they’re where the next generation goes to discover, evaluate, and decide.

Brands that adapt will capture attention, build trust, and thrive in the new search landscape. Those that don’t risk irrelevance.

If you’re ready to future-proof your SEO with a social-first strategy, dive into more insights on our Blog, explore how we’ve helped businesses adapt in our Portfolio, or Book a Call today to position your brand where Gen Z is actually searching.