When a Gen Z student is looking for the perfect outfit for a party, they are more likely to open TikTok or Pinterest than a traditional search engine. Platforms filled with short videos and visual inspiration now dominate the search for ideas. This not only changes how information is discovered but also how brands make themselves visible.
Social platforms as search engines
Generation Z, having grown up with the internet as a second nature, prefers platforms like TikTok, Pinterest, and Instagram over traditional search engines. Nearly 40% of this generation consults TikTok and Instagram for everything from outfit inspiration to travel recommendations. This highlights the importance for brands to adapt to these changing preferences.
For companies, this shift means that merely being present on Google is no longer sufficient. TikTok, for instance, has become a visual search platform where short videos and authenticity are central. Creators are trusted more by Gen Z than traditional advertisements. Utilizing tools like TikTok’s Branded Mission Ads offers brands the opportunity to create authentic and engaging campaigns.
Pinterest and YouTube as sources of inspiration
Pinterest remains an important source of inspiration for topics such as lifestyle, fashion, and DIY. Through targeted advertising, brands can tap into search intents. YouTube and the rise of Shorts also offer unique opportunities for both organic visibility and paid ads, particularly on mobile devices. Gen Z prefers visual and personal content. TikTok and Reddit provide direct, authentic answers that feel more trustworthy than traditional search results. Authenticity is becoming increasingly important as AI-generated content rises. Additionally, Gen Z values real experiences and community-driven recommendations over brand-driven messages.
How brands can respond
To remain relevant, companies must adapt. Creating native social content, collaborating with influencers, and expanding campaigns to platforms like Pinterest and TikTok are essential steps. By utilizing tools such as Pinterest Trends and leveraging YouTube Shorts, companies can effectively reach new audiences.
Outlook
The growth of social search platforms like TikTok and Pinterest is not a fad. It is a lasting shift in how younger generations discover and make decisions. By adapting to these changing preferences and making optimal use of these platforms, brands can maintain their visibility in an increasingly dynamic search landscape.