For years, digital marketing has revolved around a magic word: SEO. Optimizing for search engines (Google, essentially) was the golden rule to appear at the top of search results and attract organic traffic. But the Generation Z or centennials have changed the rules of the game. Now, searches start on social media, not traditional engines. Welcome to the world of social search.
The report “Generation Z in the era of digital information” by Statista makes it clear: 46% of centennials start their information searches on social media, while only 24% do so on Google or other traditional engines. This transformation forces brands, media, and creators to completely rethink their positioning strategy.
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What is social search and why is it gaining ground?
Social search refers to the act of searching for content within social platforms like TikTok, Instagram, YouTube, or Reddit. Searching is no longer just textual: it now includes videos, audios, images, hashtags, filters by date or popularity, and above all, recommendations from content creators whom the user trusts.
For Generation Z, this form of search is more visual, immediate, personalized, and trustworthy because it offers results in the format of real experiences, reviews, tutorials, or first-person explanations.
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TikTok is the new Google (at least for Gen Z)
According to the Statista study:
- 40% of centennials search for gift ideas on TikTok
- 38% look up recipes and meal prep on the same network
- 36% explore fashion and trends through video content
These figures surpass the search percentages on Google for the same topics. Only in more complex or high-value areas (like finance, cars, or technology) does the traditional search engine regain its position.
Why do they prefer to search on social media?
The shift in habits has multiple explanations:
- The search experience is more immersive and personalized
- Short videos allow them to see “how it’s done” instead of reading an explanation
- They trust real creators more than corporate links
- The algorithm offers results tailored to their interests without needing an exact query
This shift implies not only new platforms but also a new logic of brand discovery. Traditional SEO was based on keywords, entities (Discover), backlinks, and technical optimization. Social SEO is based on trends, engagement, visual value, and cultural relevance.
How to adapt your strategy to social search
1. Create content that is ‘searchable’ within each network
On TikTok, for example, video titles, descriptions, and hashtags are key. But beyond that, it is important that the content:
- Answers a common question or need
- Uses natural terms that the user would search for (not technical jargon)
- Is relevant in a vertical, quick, and direct format
2. Think about keywords… but also about images
- On Google, you optimize for “how to make cold brew at home.”
- On TikTok, you need a video titled: “Make your cold brew like Starbucks, but in 3 steps.”
The language should be everyday, emotional, and visual. The algorithm will understand that you are solving a problem if users watch the entire video, like it, or save it.
3. Leverage user-generated content (UGC)
Gen Z trusts other people more than brands. Encourage your customers to make videos using your products, share reviews, or respond to challenges. Then, optimize that content to appear in relevant searches within each network.
Goodbye to SEO?
No. The Statista report points out that search engines are still used by Generation Z for more complex research or expensive decisions:
- 60% use them to search for electronics
- 54% for financial services
- 46% for buying cars
This means your strategy must be mixed and complementary: social search for discovery and traditional SEO for comparison or conversion stages.
New metrics to measure success in social search
Unlike traditional SEO, where CTR and time on page were fundamental, in social search you must track metrics like:
- Watch time (minutes viewed on video)
- Engagement rate (likes, comments, shares)
- Saves (usefulness indicator)
- Qualitative reactions in comments (if it answers a question, you’ll know it there)
These metrics will show if your content solves something and if it is relevant for the social algorithm.
From Google SERPs to the feed
The Statista study leaves no room for doubt: the starting point for interacting with Gen Z is no longer the search engine, it’s the scroll. Adapting to social search is not abandoning SEO but evolving it.
Brands that understand this logic will be more visible, more relevant, and more trustworthy. Because in the centennials’ world, if you don’t appear on their favorite social network, you simply don’t exist.
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