TikTok Is the New Google: How Gen Z Is Changing Online Search Forever

For a growing number of Gen Z users, TikTok isn’t just for entertainment   it’s their main search tool. Instead of turning to Google, they’re opening TikTok to find everything from restaurants and fashion tips to skincare routines and travel ideas. It’s a major shift in how younger people use the internet.

According to Google’s own research, about 40% of Gen Z prefers using TikTok or Instagram over Google when looking for everyday suggestions like places to eat. A separate report from Forbes found that 62% of people aged 18 to 24 are using TikTok as a search engine   slightly more than those using Google in the same group.

The reasons are simple. TikTok offers quick, visual answers. Instead of scrolling through pages of blue links, users get real people sharing personal experiences, product reviews, or how-to tips in short videos. That kind of content feels more direct, more relatable, and in many cases, more trustworthy.

This trend goes beyond TikTok. Platforms like Instagram, YouTube Shorts, and Pinterest are also becoming search tools for Gen Z. A report from Insider Intelligence shows that 51% of Gen Z consumers now research brands on social media first, not through traditional search engines.

This change has big implications for businesses and content creators. Being on the first page of Google may no longer be enough to reach younger audiences. Instead, brands need to be on TikTok, creating short, useful videos that answer common questions or show off products. Using the right hashtags, staying on top of trends, and working with creators Gen Z trusts are all key parts of that strategy.

To be clear, Google isn’t going away. People still use it for in-depth research, news, and fact-checking. But for quick decisions and lifestyle inspiration, TikTok is where Gen Z goes first. It’s not about replacing search   it’s about changing what search looks like.

This shift is already here. If you want to reach the next generation of internet users, it’s not enough to be searchable. You have to be scrollable.