A fundamental shift is happening in how consumers discover products online. While older generations still rely on Google Search, Gen Z (18- to 27-year-olds) is turning to Instagram and TikTok as their primary sources for product discovery. According to GRIN’s latest report, The Power of Influence, Instagram leads with 30.4% of Gen Z respondents using it to find new products, followed by TikTok at 23.2%. Google, once the dominant force in online discovery, now trails at 18.8%.

Social Search Is Booming for Discovery

The way Gen Z consumes content is fundamentally different from previous generations. They prefer visually engaging, bite-sized content and trust recommendations from creators more than traditional ads. Instagram and TikTok meet these needs in ways Google cannot.

1. Social Search Offers More Relevant, Engaging Results

Google still plays a role in product discovery, especially for older generations. However, Gen Z prefers platforms that provide contextual, engaging results rather than static search listings.

• TikTok’s search function ranks content based on engagement and relevance, similar to Google. Users can search for product recommendations and receive results that feel more authentic and real-life.
• Instagram’s discovery ecosystem integrates product recommendations through Reels, Stories, carousel posts, and influencer collaborations. The interactive nature of these features makes discovering new products feel more organic.

2. Influencer Trust Drives Purchasing Decisions

Gen Z does not just want information. They want it from people they trust. Influencers and content creators play a crucial role in their purchasing decisions.

• 62% of consumers have purchased a product because an influencer recommended it online.
• For Gen Z and Millennials, influencer recommendations are nearly as trustworthy as recommendations from friends and family. In some cases, they trust influencers even more.
• Relatability is key. 45.6% of consumers say they trust influencers who share a similar lifestyle to their own, while 42.7% trust influencers with expertise in a specific niche.

Unlike traditional ads, creator-driven content feels personal and relatable. A TikTok video showing a user testing a skincare product is more convincing than a standard product description on a website.

3. Social Discovery Is Passive, Leading to More Impulse Purchases

Google requires a user to actively search for something, meaning they need some level of intent. Instagram and TikTok, however, facilitate passive discovery. Products appear organically in users’ feeds, making them more likely to be inspired to buy something they were not actively looking for.

Short-form videos allow creators to demonstrate products in an engaging way, often leading to impulse purchases. This is why social commerce is booming.

• 72% of Gen Z and 65% of Millennials have purchased a product directly from a social media app.
• More than 40% of Millennials buy from social apps at least once per week.
• The U.S. social commerce market is expected to surpass $100 billion in 2025, a 22.4% increase from the previous year.

What About Google? Is It Still Relevant?

While social media is becoming the primary discovery tool for younger consumers, Google’s dominance in web traffic referrals remains unmatched.

• Google.com accounts for 63.41% of all U.S. web traffic referrals from the top 170 sites, according to Sparktoro’s latest data.
• Google often refers over 70% of a given website’s traffic, vastly exceeding all social media and content platforms combined.
• The next largest referrer is YouTube, followed by Microsoft-owned domains like Bing and Office.com, which together account for only 7.21% of traffic referrals.

Rather than seeing social search as a replacement for Google, marketers should view it as an expansion of the digital ecosystem. SEO is still critical, but it must be integrated with social content strategies.

How Brands Can Adapt Their Strategy

With Gen Z leading the shift toward social search, brands must rethink their approach to digital marketing. Here is how:

1. Optimise for Social SEO

Search behaviour on social platforms is growing rapidly. Brands should apply SEO strategies to social media by:

• Using relevant keywords in captions, video descriptions, and hashtags.
• Encouraging creators to use searchable terms when discussing products.
• Ensuring social content is structured to appear in Google search results.

2. Leverage Influencer Marketing for Discovery

Creators are the new tastemakers. Brands should collaborate with influencers who align with their target audience and encourage them to produce content that seamlessly integrates product mentions.

Prioritise authenticity. Gen Z values relatability over polished, overly promotional content. Encourage influencers to showcase products in real-world scenarios, whether through “Get Ready With Me” videos, product demos, or unboxing experiences.

3. Expand Content Formats

Different content types work best on different platforms:

• TikTok: Short-form, engaging videos with a strong storytelling element.
• Instagram: A mix of Reels, Stories, carousel posts, and static images for varied engagement.
• YouTube: Longer-form content for detailed reviews and tutorials.

4. Make Social Commerce Seamless

The buyer journey is now faster than ever. Nearly two-thirds of consumers have purchased a product directly from a social media app, eliminating the need to leave the platform to complete a purchase.

Brands should ensure:

• Product tags are integrated into posts and videos.
• Shopping features like Instagram Checkout and TikTok Shop are enabled.
• Affiliate links and discount codes are provided through influencers to encourage conversions.

The Future of Product Discovery Is Social

Social search is not replacing Google but redefining how consumers find and engage with brands. Younger consumers prefer discovering products through TikTok and Instagram, but Google still plays an essential role in driving traffic to websites.

Marketers must avoid making a kneejerk reaction by deprioritising search. Instead, they should blend SEO with social content strategies to ensure they are reaching consumers at every stage of the buyer journey. The brands that succeed will not just follow consumers to these platforms. They will actively shape the discovery experience, ensuring they remain visible and relevant in a rapidly changing digital landscape.