Imagine this: instead of typing a question into Google, you open TikTok and search ‘best lunch spots near me’, ‘how to style wide-leg jeans’, or ‘best budget laptop’. That world isn’t coming - it’s already here.
For Gen Z, TikTok isn’t just where they scroll; it’s where they search, learn, and decide. And that marks a major shift - not just in where people look for information, but in how they search, why they search, and what they expect to find. For brands and marketers, that change has deep implications for visibility, content, and credibility.
From answers to exploration
Traditional search has always been about queries and results: you ask Google a question, and it serves up ranked links, reviews, and specifications. TikTok changes that dynamic. Gen Z uses search less for static answers and more for discovery, inspiration, and authenticity. They want to see how others use products, what’s trending, and what real people think - not just read a list of top-rated options.
Instead of searching ‘best jeans 2025,’ they ask ‘how do I style wide-leg jeans?’. Instead of browsing websites, they scroll through videos and creators who feel relatable and genuine. They blur the line between search and social: searching, scrolling, and buying often happen in the same session. The purpose of search has evolved from fact-finding to influence.
What this means for brands
For brands of all kinds, this shift is both an opportunity and a wake-up call.
1. Visibility now goes beyond Google
If Gen Z starts their journey on TikTok, your brand needs to be visible there. TikTok’s search bar is now part of your SEO strategy. That means understanding what people are searching for, using relevant keywords and captions, and creating content that answers real questions rather than simply pushing products. Think ‘how do I…’ and ‘what’s the best…’ instead of ‘why our product is great.’
2. Authenticity & creator‑led content matter most
Gen Z doesn’t want ads - they want advice they trust. They care more about what real people say than what a brand declares. Creator-led and user-generated content performs best because it feels natural, conversational, and credible. Work with creators who align with your values and understand your audience’s tone. Content should feel native to the platform - fast-paced, story-driven, and discovery-led.
3. Keywords still count - but context is everything
Optimising for search still matters, but the approach is different. Success on TikTok depends as much on timing, engagement, and trends as it does on keywords. Brands should actively monitor trending search terms and create content that naturally fits into those conversations. The goal isn’t to trick the algorithm, but to meet users where their curiosity already is.
4. Certain categories are especially primed
Visually driven sectors - fashion, beauty, travel, food, lifestyle - are obvious winners here! But even B2B and niche brands can benefit. If someone searches ‘how to build a marketing plan’ or ‘best productivity apps for small teams,’ a well-made TikTok can answer that in seconds and introduce your brand in a credible, engaging way.
What this means for social strategy
TikTok’s evolution into a search platform changes how social content should be planned. Social media isn’t just for engagement or community anymore - it’s also for intent-based discovery. That means thinking about what people are actively searching for on the platform and designing content that satisfies that curiosity.
Short-form video isn’t just content anymore - it’s a search result. Use captions, on-screen text, and hashtags that reflect how people really search on TikTok. And lean into user-led content; it’s what fuels authentic discovery and trust, the kind SEO alone can’t buy.
Final thoughts
The fact that the majority of Gen Zers now use TikTok as a search tool isn’t just an interesting fact - it’s a turning point. It signals that discovery, influence, and decision-making have moved to social. For brands, it means rethinking what it means to ‘be found.’ Ranking on Google is no longer enough; visibility on TikTok now shapes awareness, credibility, and conversion.
Social strategy can no longer stop at ‘we’re on TikTok.’ It has to evolve into search-ready, creator-driven storytelling designed to answer real questions and spark genuine discovery. For TikTok itself, this transformation positions it as both a social platform and a serious rival - or complement - to traditional search engines.
The brands that adapt will win the attention of the next generation of consumers. Those that don’t will simply be invisible at the very moment their audience is looking. So ask yourself: when Gen Z says ‘TikTok, show me…’, will they find you?
.png)
.png)
.png)