TikTok gains ground as Gen Z search tool

The findings suggest brands should increasingly view TikTok not only as an awareness channel but also as a search and discovery platform

TikTok is increasingly becoming a preferred search destination for Gen Z users, with new analysis from social media marketing agency Sociallyin showing that younger consumers are turning to the platform for everything from product research and recipes to news and travel recommendations.

The findings highlight a shift in search behaviour, as Gen Z users increasingly favour visual and social content over traditional search engines when looking for information and making purchasing decisions.

Product discovery drives platform use

According to the analysis, 77 percent of Gen Z users use TikTok for product discovery, while 71 percent have purchased a product they first encountered on the platform.

The research also found that around half of TikTok users investigate products or brands on the platform before making a purchase, suggesting TikTok is playing a growing role throughout the consumer decision-making process.

Visual content influences trust

The report suggests younger users are drawn to TikTok because it provides visual demonstrations and user-generated content that can be evaluated quickly. Product reviews, tutorials, travel recommendations and recipes are often easier to assess through video than through traditional web pages.

Social proof also plays a significant role, with comments, creator endorsements and user reactions helping consumers determine whether products and services meet expectations.

Search behaviour becoming more social

Keith Kakadia, CEO of Sociallyin: "Gen Z wants answers they can see and trust. TikTok gives them answers they can watch, comments they can scan, and real reactions they can judge quickly. For many young consumers, that makes TikTok part of the decision before they ever visit a website."

The analysis found that 28 percent of Gen Z users now use TikTok instead of Google when searching for content such as recipes, while 63 percent use the platform as a source of news.

Implications for brands

The findings suggest brands should increasingly view TikTok not only as an awareness channel but also as a search and discovery platform.

Elements such as captions, keywords, creator partnerships, product demonstrations and comment sections can all influence how easily a brand can be found when users actively search for information.

Keith Kakadia: "Brands used to treat TikTok as a place for awareness. Now it is also becoming a search channel. If Gen Z cannot find useful content about you there, they may move on before they ever reach your website."

As social platforms continue to evolve beyond content consumption, TikTok's growing role in search behaviour may reshape how brands approach visibility, discoverability and audience engagement online.

The full findings can be found here and here

www.sociallyin.com

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