How Gen Z is redefining discovery on TikTok, Pinterest, and beyond

In the digital age of 2025, Gen Z foodies are turning to social platforms like TikTok for the best sushi spots in town, rather than relying on traditional search engines like Google. This shift in behavior is reshaping how brands approach discovery and engagement in the modern era.

Social Platforms as Gen Z’s Search Engines

Gen Z, the generation raised with the internet at their fingertips, is challenging the dominance of traditional search engines. Platforms such as TikTok, Instagram, and Pinterest are now preferred channels for the younger generation. Nearly 40% of Gen Z users now favor TikTok or Instagram over Google for searches, ranging from restaurant recommendations to fashion inspiration. This shift in behavior indicates that brands need to rethink their search and media strategies to stay relevant in 2025. Influencers play a crucial role in how Gen Z discovers products, emphasizing the need for brands to adapt to these new search trends.

The Platforms Redefining Search for Gen Z

The evolution of search is not about choosing between TikTok and Google but understanding the broader shift in discovery habits. Brands can leverage visually engaging, value-driven content across platforms like Google, YouTube, Instagram, Pinterest, and TikTok to maximize their reach and engagement with Gen Z audiences.

TikTok: The Visual Search Engine

TikTok is more than just a platform for dancing and memes; it has become a powerful discovery engine. Users can find answers to their queries through short-form videos that are authentic and relatable. Brands can tap into TikTok’s potential through Branded Mission Ads, which enable them to source authentic content from creators and amplify it as ads for maximum impact.

Pinterest: The Visual Inspiration Engine

Pinterest remains a stronghold for Gen Z, especially for lifestyle, fashion, and DIY content. Its discovery-focused interface encourages users to explore visually and provides opportunities for advertisers to leverage advanced targeting options for effective ad placements.

YouTube and YouTube Shorts: Expanding Video Discovery

YouTube has long been a key focus for SEO professionals, and with the emergence of YouTube Shorts, brands can now expand their reach and engagement through short-form videos. YouTube Shorts generate over 70 billion daily views, making it a valuable platform for brands to explore in their search and discovery strategies.

The Rise and Rise of Reddit

Reddit is gaining popularity among niche Gen Z communities seeking authentic insights and peer reviews. Brands targeting these spaces must engage authentically to provide value rather than overt promotions.

What’s Causing the Behavior Shift?

The behavior shift towards social platforms as search engines can be attributed to Gen Z’s preference for visual content, authenticity, personalization, and trust. Social platforms excel at delivering hyper-personalized content that feels like advice from a trusted peer, resonating more with Gen Z than traditional search results.

3 Steps for Modern Brand Discovery

Brands looking to adapt to these shifts should focus on developing native social content, collaborating with influencers, and expanding paid search campaigns across platforms like YouTube and Pinterest. By tailoring their strategies to each platform’s unique features and targeting options, brands can maximize their reach and engagement with Gen Z audiences.

Beyond 2025: The Future of Search and Social Discovery

The rise of TikTok, Pinterest, and other non-traditional search platforms signals a fundamental shift in how younger generations engage with content. To succeed in this dynamic landscape, brands must tailor their strategies to each platform and maximize their unique features for optimal reach and engagement.

FAQs

1. Why are Gen Z foodies turning to TikTok for restaurant recommendations?
   Gen Z prefers visually engaging and authentic content, making platforms like TikTok ideal for discovering new food spots.

2. How can brands leverage TikTok for discovery and engagement with Gen Z?
   Brands can use TikTok’s Branded Mission Ads to source authentic content from creators and amplify it for maximum impact.

3. What role do influencers play in Gen Z’s product discovery journey?
   Influencers are the main way Gen Z discovers products, signaling that brands must collaborate with influencers to stay relevant.

4. Why is authenticity important in engaging with Gen Z on social platforms?
   Gen Z values authenticity and trust, making it crucial for brands to provide genuine human perspectives rather than overt promotions.

5. How can brands adapt their strategies for modern brand discovery in 2025 and beyond?
   Brands can pivot their strategies by focusing on native social content, influencer collaborations, and expanding paid search campaigns across platforms like YouTube and Pinterest for maximum reach and engagement.