How Gen Z is Shaping the Future of Discovery on Social Platforms

Gen Z is transforming how we discover content, from sushi recommendations to fashion inspiration, with TikTok, Pinterest, and Instagram leading the charge. In 2025, traditional search engines like Google are no longer the go-to source for information. Instead, social platforms have become the preferred search engines for this generation. Let’s dive into how Gen Z’s unique approach to discovery is changing the game and what brands can do to adapt.

Gen Z, the first generation to grow up with the internet, is challenging conventional search methods. Nearly 40% of Gen Z users now favor platforms like TikTok and Instagram over Google for finding everything from restaurant recommendations to the latest fashion trends. This shift signals that brands need to rethink their strategies to stay visible and relevant.

TikTok’s algorithm-driven, short-form video content is quickly becoming a powerful search engine for Gen Z. When users search for topics like “best cafes in Paris” or “how to style cargo pants,” TikTok provides quick, authentic, and relatable answers. This is further reinforced by TikTok’s launch of in-app search ads to cement its role as a discovery engine.

Key Insight: Authenticity is paramount. Gen Z trusts influencer recommendations more than traditional ads, and branded mission ads on TikTok can help amplify this authentic content.

Pinterest continues to be a favorite for Gen Z, particularly for lifestyle, fashion, and DIY inspiration. With an interface built around visual discovery, Pinterest is a prime platform for Gen Z to seek out new ideas. In fact, Pinterest users are 31% more likely to search for inspiration than direct queries, making it an ideal platform for brands to engage with this audience.

Key Insight: Brands can leverage Pinterest’s advanced targeting options to align with user intent, tapping into the growing trend of visual inspiration-based searches.

YouTube, with its prominent video search results, remains a key platform for discovery. Recently, YouTube Shorts have become a significant tool for mobile discovery. Brands can create informational videos to rank organically on YouTube or use YouTube ads to extend their reach and drive conversions.

Key Insight: YouTube Shorts, which now generate over 70 billion daily views, are a powerful way to engage Gen Z and increase visibility in search results.

Reddit is rapidly becoming a go-to resource for deep-dive insights and peer reviews, particularly among Gen Z. The platform’s community-driven content, where users share real-life experiences and recommendations, aligns with Gen Z’s preference for authenticity over traditional brand messaging.

Key Insight: Engage with Reddit’s communities authentically, providing valuable insights instead of overt promotions, to tap into this growing source of traffic.

Gen Z’s search habits revolve around visual content, authenticity, and community-driven recommendations. They prefer platforms like TikTok and Reddit because these environments offer real, relatable perspectives over AI-generated content or generic search results. To stay relevant, brands need to create content that feels personalized and trustworthy.

Three Key Strategies for Brands to Adapt

1. Native Social Content: Develop engaging social content that blends naturally into users’ feeds. Consider experimenting with TikTok and YouTube Shorts to reach the younger demographic in 2025.

2. Influencer and Creator Collaborations: Partner with micro- and macro-influencers to leverage their trusted audiences, creating more authentic connections with Gen Z.

3. Expanding Paid Search Campaigns: For brands already using Google Ads, consider expanding your reach to platforms like YouTube and Pinterest, where you can target audiences based on interests and search behaviors.

The rise of social platforms as primary discovery engines for Gen Z is more than a passing trend—it’s a fundamental shift. Brands must tailor their strategies to each platform’s unique strengths, utilizing their specific features and targeting options to stay ahead of the competition in 2025 and beyond. The future of search is dynamic, fragmented, and increasingly social.