Social networks as a search engine.
Is Gen Z turning TikTok & Co. into the new Google?

You don’t have to know everything, you just have to know where to look it up. Even though this advice from a teacher at the time referred to looking things up in a book (a millennial comes out of the closet here), it has actually become more relevant from today’s perspective. Whereas in the past you had to own the relevant book, today we have almost unlimited access to knowledge thanks to the internet. Thank you Google!

But it wouldn’t be the internet if everything wasn’t constantly changing. For example, there is an increasingly clear change in the search behavior of younger internet users: a Statista study from 2023 showed that Gen Z is increasingly turning to social networks in addition to traditional search engines such as Google. Is Google about to be ousted from its dominant position?

Instagram and TikTok instead of Google search

Both Instagram and TikTok are no longer just for entertainment, but also offer news, information and testimonials as well as direct links to purchase products. And they are becoming more and more popular every year. Consumers can find short and concise information from various sources in the form of easy-to-consume articles. And – in comparison to traditional search engines – personal experiences are extremely important in social networks. Both in the posts themselves and in the associated comment columns. This is a huge advantage for Gen Z – a generation in which authenticity is a top priority.

However, this does not mean that Google is out of the picture. Various data analyses show that the search engine is the number one most visited website everywhere and user numbers remain high – even among Gen Z. According to Statista, 58% of respondents aged 16 to 26 say that they use traditional search engines such as Google and Bing most frequently. However, social media platforms are close behind at 46%. Google has also recognized this and is working on making the search experience more personal, for example with the help of the “Search Generative Experience” (SGE) tool, which uses AI to personalize search results, answer the question asked as directly as possible and offer further tips if necessary. The aim is to create a more holistic picture that comes closer to a natural conversation. SGE is not yet in use in Germany.

Social media as a search engine – what does this development mean for brands and their advertising?

If you want to appeal to Gen Z, there is no getting around social networks and authentic, personal content. You can no longer reach this generation with glossy advertising, but with humor, character and real testimonials. (Targeted and well thought-out) influencer campaigns and working with UGC (user-generated content) are also a good way to encourage the younger generations to buy a product or service. We are definitely not really worried about Google at this point – but it is worth comparing and weighing up Google and social media campaigns depending on the target group. We wouldn’t be surprised if the ROI for Gen Z on social media was significantly higher.

Sources:
Online platforms on which Generation Z searches for information, worldwide in 2023

Digital 2024: Germany