Gen Z has become more than just a buzzword; they're a force reshaping the digital landscape. Think about it. Five years ago, did you know what 'Dark Academia' or 'Clean Girl' meant? Probably not. This generation is deciding and creating trends and aesthetics at a blistering pace that didn't exist mere years ago. But their influence extends far beyond style.
Unlike previous generations who turned 'Google' into a verb, Gen Z is redefining the very concept of search. Born into a world where information has always been at their fingertips, they naturally gravitate towards platforms like Pinterest and TikTok as their go-to search engines, outpacing other generations in search frequency.
While older generations may scrutinise their choices - from steering clear of parenthood to embracing non-alcoholic drinks - one thing is undeniable: Gen Z is revolutionising social media usage and transforming how businesses connect with consumers. Their impact is not just noticeable; it's reshaping the digital world as we know it.
For Gen Z, social media isn't just a pastime, it's an essential part of their daily life. This generation has grown up immersed in digital, seamlessly integrating it into various aspects of their lives, particularly shopping. They turn to social media for entertainment and as a primary tool for product research and purchasing decisions. Platforms like TikTok serve dual purposes, offering both fun content and valuable consumer insights.
According to Mintel, “98% of Gen Z users use social media, and many turn to TikTok to research products online before purchasing. Additionally, this demographic is twice as likely to use online and mobile wallets than the average consumer.”
Gen Z's approach to information gathering extends well beyond traditional search engines. They leverage a variety of digital tools to find what they need. In a comprehensive report on Gen Z, GWI offers valuable insights into this behavior:
“They [Gen Z] look beyond search engines for information. Image, voice search, and AI chatbots are popular, with the latter resonating with this audience. Chatbots won’t replace traditional search but are beneficial in enhancing the search experience online.”
This shift in information-seeking behavior is not happening in isolation. In 2024, we're witnessing a significant transformation in the social media landscape. Platforms that were once primarily used for communication are evolving into sophisticated search engines, presenting a formidable challenge to established giants like Google. This evolution is propelled by three key factors: changing user preferences, advancements in algorithmic capabilities, and new patterns in how content is discovered and consumed.
A prime example of this trend is TikTok's emergence as a search engine alternative. According to a 2024 Adobe survey, over 30% of TikTok users now turn to the platform to search for specific categories of information. Recipes, new music, DIY tips, and fashion advice are particularly popular search topics on TikTok, highlighting how social media platforms are becoming go-to resources for practical, lifestyle-oriented information.
This blurring of lines between social media and search engines reflects the dynamic nature of digital information retrieval. As Gen Z leads the way in adopting these new search behaviors, it's clear that the future of information discovery is becoming increasingly diverse and platform-agnostic.
When it comes to Pinterest, Gen Z has become one of the fastest-growing audiences on the platform making up more than “40% of our global monthly users”. One of the key features of Pinterest is the journey from inspiration to discovery and this user journey is what Pinterest has maximised on when it comes to the customer journey.
Although Google remains dominant globally, social media takes the lead among younger consumers. Gen Z, in particular, prefers platforms like TikTok and Instagram over Google for brand discovery and inspiration, which also relates back to personalisation.
So why does Gen Z prefer social media search over traditional channels like Google? Personalisation. When using social media platforms for search, the platform's algorithm delivers content related to keywords they've searched for and content that the algorithm knows is related to their interests and likes, creating a personalised experience for each user. Creating a search experience that feels uniquely relevant.
Social media’s evolution into search engines reflects the changing landscape of digital information consumption. It’s not just about scrolling for fun anymore - platforms like TikTok and Instagram are becoming go-to resources for everything from product research to life hacks as Gen Z redefines how we search and discover online.
While Google isn’t going away anytime soon, social media does offer a more personalised, visually engaging, and interactive search experience for its users. For businesses and marketers, this means rethinking digital strategies to meet new users where they are - and that’s on social media.
If there’s only one thing you take away from here, it’s this: the lines between social media, search engines, and e-commerce will continue to blur. As a result, brands will need to embrace this new digital marketing terrain by creating content that’s not just searchable but shareable.
Sources:
https://www.forbes.com/advisor/business/software/social-media-new-google/
https://www.searchenginejournal.com/social-media-search-google-recap/473269/
https://eyekiller.com/blog/the-rise-of-social-media-as-a-search-engine
https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine
https://business.pinterest.com/en-gb/blog/gen-z-marketing-on-pinterest/
https://www.gwi.com/reports/gen-z/explore?submissionGuid=6683651e-4f08-4e9e-896f-12649a579b11