How search habits are shifting to social

A recent study by WARC, TikTok, and Richard Shotton highlights how Gen Z is changing the way they search for information. Instead of using traditional search engines, nearly half (48%) now search more often on social and video platforms. This is especially true for topics like beauty, fashion, lifestyle (+26%), trending content (+24%), recipes, entertainment, and online communities. 

While 72% of US users search online daily, Gen Z is choosing platforms like TikTok over Google more frequently. In fact, 86% of Gen Z users search on TikTok weekly, just slightly behind traditional search engines (90%), and ahead of online marketplaces (75%) and AI platforms like ChatGPT (60%). 

TikTok’s role in search isn’t just about finding answers, it's also about discovery. The study found that 35% of users are inspired to search after seeing something on the app. Interestingly, 38% of users still start their search on Google or other platforms before turning to TikTok, and 34% do the opposite, showing that users are blending both types of platforms depending on their needs. 

Social platforms are now playing a much bigger role in how people learn, shop, and find inspiration, especially younger audiences who prefer short videos and content from real people. 

What this means for us: 

Gen Z don’t just search in one place, they might come across something on TikTok, look it up on Google, then check reviews or a brand’s site. So, we need to be part of that whole journey, not just the last step. 

It’s still important to be easy to find, but it’s just as important to be where they’re spending time. That’s why it makes sense to connect our campaigns across social, search and display. 

Read more here: https://www.warc.com/content/feed/how-search-habits-are-shifting-to-social/en-GB/10836