Why Gen Z Prefer TikTok Search Over Google For Discovering New Products USA?

Key Takeaways

• Gen Z’s preference for TikTok search over Google is driven by the platform's authentic, video-first content and its personalized, recommendation-based algorithm.
• This shift in behavior requires brands to move beyond traditional SEO and adopt a new strategy focused on engaging video content, influencer collaborations, and in-app social commerce.
• The rise of TikTok as a discovery engine is a direct challenge to Google’s traditional search dominance, forcing both platforms to evolve by integrating AI and visual search capabilities.

The New Search Engine: Why American Gen Z Prefers TikTok for Product Discovery

For a generation that has grown up with a smartphone as an extension of their hand, the way they find and buy products is fundamentally different from their predecessors. While older generations still rely on Google for virtually all their search needs, a significant portion of Generation Z (Gen Z) in the U.S. is increasingly turning to TikTok for a specific type of search—product discovery. This is not just a trend; it's a profound shift in consumer behavior that carries serious implications for brands and the future of digital commerce.

The data is clear. A recent study by Buffer in July 2025 found that 77% of Gen Z use TikTok to discover new products, a number that has grown rapidly over the past year. Furthermore, research by a prominent digital group in September 2025 highlights that 86% of Gen Z internet users search on TikTok weekly, a figure that places it on par with Google's traditional search dominance among this demographic. These findings confirm a fundamental change in how young consumers seek information.

The question isn't whether Gen Z is using TikTok for search, but why they're choosing it over the world's most dominant search engine. The answer lies in the fundamental differences between the two platforms and how each caters to the modern, visually-oriented consumer.

Visual Immersion vs. Text-Based Results: The Core Difference

The core of the matter is the user experience. Google, at its heart, is a text-based search engine. A user types a query and is presented with a list of links. While Google has incorporated images and videos, the primary interface remains a list of web pages. This system works well for informational or transactional queries ("what is the capital of Ohio?" or "flights to New York"), but it falls short for discovery-based queries like "what's a good foundation for oily skin?" or "how to style a cargo skirt?"

This is where TikTok's strength lies. When a Gen Z user searches for a product on TikTok, they are immediately immersed in a visual world. Instead of reading a product description, they see the product in action. A search for a new foundation might yield dozens of short-form videos featuring people with similar skin types applying the product, showing its coverage, texture, and how it wears throughout the day. This visual immediacy and social proof are incredibly powerful. A 2024 eMarketer survey found that 62% of TikTok users prefer video tutorials to written content.

Another key element is the authentic, relatable content. Unlike Google's SEO-heavy, ad-filled results, TikTok's product recommendations often come from peers or trusted creators, not brand-sponsored pages. This user-generated content (UGC) feels more genuine and trustworthy. The famous #TikTokMadeMeBuyIt hashtag, which has billions of views, is a testament to the platform's influence on consumer purchasing decisions. A 2025 study from Numerator revealed that 44% of Gen Z households have made a purchase on a social media platform like TikTok or Instagram in the last month, underscoring the direct link between social discovery and sales.

Optimizing for Discovery: The New SEO and AI Integration

For brands and creators, the shift to TikTok necessitates a completely new approach to search engine optimization (SEO). While Google SEO focuses on keywords, backlinks, and on-page content, TikTok SEO is a more holistic, content-centric practice that is increasingly intertwined with AI.

Hashtags and Keywords: On TikTok, hashtags are the primary way users find content. Creators are strategically using both broad and niche hashtags to categorize their videos and reach specific communities. For example, a makeup tutorial might use #makeuptutorial and a more specific hashtag like #oilykinmakeup. The captions and on-screen text also play a vital role, as TikTok’s algorithm can read and understand the text within a video to better categorize and recommend it. A critical, and often overlooked, element is speaking keywords in the video itself. TikTok's advanced AI can transcribe audio and use those keywords to improve discoverability.

Video Style and Format: The style of content on TikTok is critical for discovery. The platform rewards videos that are entertaining, educational, or inspiring. Authenticity is key. Gen Z prefers content that is less polished and more "raw," contrasting with the highly-produced content that has historically dominated other platforms like YouTube. This focus on genuine content is reflected in the popularity of unboxing videos, "get ready with me" tutorials, and honest product reviews.

Social Commerce Features: TikTok is quickly evolving into a full-fledged social commerce hub. Features like TikTok Shop allow brands and creators to sell products directly within the app. Shoppable videos and LIVE shopping events create a seamless path from discovery to purchase, removing friction from the buyer's journey. TikTok's affiliate program also incentivizes creators to promote products, creating a robust ecosystem of recommendations and sales. These features transform the platform from a place to find products into a place to buy them instantly, a capability that Google's traditional search model lacks.

Implications for Brands and the Future of Digital Marketing

The rise of TikTok as a search engine has significant implications for brands' marketing and advertising strategies. Traditional ad spend focused on Google's search and display networks is no longer sufficient to capture the attention of a large and influential consumer group.

Shifting Ad Spend, with Caution: Brands are reallocating marketing budgets to social platforms. A 2025 Influencer Marketing Hub report shows that social media is now the largest advertising channel, surpassing paid search. However, a recent Digiday article from September 2025 highlights the unease and uncertainty among marketers regarding the future of TikTok in the U.S. This is due to potential government deals and a new app version. This means brands are approaching their TikTok investment with caution, planning for agility and a potential pivot, which aligns with a responsible and objective marketing strategy.

Influencer Strategy: Influencer marketing is no longer a niche tactic but a core part of digital strategy. Gen Z is more likely to trust recommendations from a micro-influencer than a celebrity endorsement. A 2024 SurveyMonkey study found that while family and friends are the most trusted sources of recommendations, Gen Z is the most likely to turn to influencers. Brands must now invest in building relationships with creators who can authentically showcase their products to a highly engaged audience.

Content Formats: The format of content is paramount. Brands need to move beyond static images and text and invest in high-quality, short-form video content tailored for platforms like TikTok. This includes educational how-tos, entertaining skits, and behind-the-scenes glimpses that build trust and authenticity.

The Brand and User Perspectives: A Comparison

When weighing Google against TikTok for product discovery, it's essential to consider the pros and cons for both the user and the brand.

For the User:

• Google Pros: Fast, straightforward, and excellent for specific informational queries. The recent integration of AI Overviews and rich media from sources like YouTube is making it more competitive.
• Google Cons: Can feel impersonal, results are often dominated by SEO-optimized brand pages and ads, making it difficult to find genuine reviews.
• TikTok Pros: Highly visual, authentic, and entertaining. The content feels more personal and trustworthy, and the discovery is often passive and serendipitous.
• TikTok Cons: Information can be less reliable as anyone can post. The focus on video can make it harder to quickly find specific facts or prices.

For the Brand:

• Google Pros: Mature and proven advertising ecosystem. Excellent for capturing users with high purchase intent (e.g., someone searching "buy running shoes"). Google's new AI-enhanced search is making it a more intelligent platform.
• Google Cons: Highly competitive. The cost-per-click can be high, and standing out from a sea of competitors and ads can be challenging.
• TikTok Pros: High engagement and viral potential. The platform's algorithm can push a brand's video to a massive audience, and the direct social commerce features streamline the sales process.
• TikTok Cons: Success is dependent on content quality and authenticity, which can be difficult to manage. The platform's volatile trends require brands to be agile and responsive. The ongoing political landscape presents a potential business risk.

Gen Z's preference for TikTok search over Google for product discovery is a logical consequence of their digital native status. They prioritize visual, authentic, and engaging content that provides a more immersive and trustworthy experience than traditional text-based search. This is not the end of Google's dominance, but it is a clear signal that the world of search is fragmenting. Brands that recognize this evolution and adapt their strategies to meet Gen Z on their preferred platforms are the ones that will succeed in the future of digital commerce.

Frequently Asked Questions

What types of products does Gen Z search for on TikTok?

Gen Z primarily searches for visually-driven products on TikTok, including beauty, fashion, and home decor. They also use the platform to discover new restaurants and recipes, as well as for product reviews and recommendations for electronics and other consumer goods.

How is a TikTok search different from a Google search?

A TikTok search is fundamentally visual and community-driven. Instead of a list of links, a user sees a feed of short-form videos from creators and peers. Google search is primarily text-based, providing links to websites, articles, and product pages, with a focus on comprehensive, often brand-generated, information. The addition of AI Overviews to Google's search results is an effort to make it more like TikTok's visual experience.

What is "TikTok SEO"?

TikTok SEO refers to the strategies creators and brands use to optimize their content for visibility on TikTok's search and recommendation feeds. This includes using relevant hashtags, keywords in captions, on-screen text, and within the audio of the video itself. It also prioritizes engagement metrics like re-watches and shares.

How can brands leverage TikTok for product discovery?

Brands can leverage TikTok by creating authentic, short-form video content that resonates with Gen Z. This includes partnering with micro-influencers, using social commerce features like TikTok Shop and shoppable videos, and encouraging user-generated content by running hashtag challenges. A crucial new consideration is to plan for flexibility and risk mitigation given the evolving regulatory landscape.

Does this mean Google is losing its importance for brands?

No, Google remains a vital part of the digital marketing landscape, especially for capturing users with high purchase intent. However, Gen Z's shift to TikTok for product discovery means brands must have a multi-platform strategy that includes both traditional search and social media to reach consumers at different stages of the buying journey. Google is actively responding to this trend by integrating more video and AI into its search results.