While Google was once the go-to destination for anyone seeking information on the internet, Gen Zers are increasingly finding their answers on TikTok and Instagram instead. With an ever-more sophisticated algorithm that delivers content aligned with people’s interests and preferences, TikTok is emerging as a notable challenger to Google Search. Its video posts align with Gen Zers' tendency to prioritise visual content over written, allowing to see something rather than just read about it. “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram,” says Prabhakar Raghavan, an SVP at Google.

The growing use of TikTok as a search engine reflects a broader shift in how people seek info online. Many young people are drawn to algorithmically-curated user-generated content, which feels authentic, relatable, and tailored to them over the impersonality and (perceived) impartiality of Google Search. This is particularly the case when it comes to search queries relating to culture, with TikTok having become a hub of book, music, and beauty discussion. For Gen Zers, it is a place where they can learn from the experiences of real people rather than faceless websites, which are often crowded with affiliate links. For traditional search engines, there’s a lesson to be learned in the types of formats appealing to younger users, both in terms of how information is visually represented and the types of sources that now resonate.