Since Yahoo! Search gained popularity in the 1990s, nearly every search engine has followed the same structure. As many platforms came and went, one remained dominant: Google. Today, Google is so ingrained in our daily lives that it has become a verb.
But the way people search for answers is changing—fast.
Today, a growing number of users, especially Gen Z, are turning to social media platforms to ask questions and find answers. This shift in behavior has given rise to a new phenomenon: Social Search.
Google’s Grip is Loosening Among Gen Z
“I saw it on TikTok” is becoming the new “I looked it up on Google.”
Let’s be clear—Google is still the most-used search engine in the world. But its grip is loosening, specifically among Gen Z.
| Gen Z (18-26) | uses a mix of AI, social media, and traditional search methods. |
| Millennials (27-42) | balance traditional search with AI, especially for work and education-related queries. |
| Gen X (43-58) | still favors Google but is becoming more comfortable with AI-driven search. |
| Boomers (59-76) | remain loyal to traditional search but 45% occasionally experiment with AI tools. |
It’s no longer just about the answer—it’s about who delivers it and how conveniently it’s delivered. In an age when experts are choreographing viral dances, answering complex questions in 60-second videos, and algorithms seemingly answer questions before they’re even asked, the line between curiosity and knowledge has blurred.
What Social Media Delivers that Google Can’t—At Least, Not Easily
Gen Z uses Google 25% less compared to Gen X. Why? Because social media platforms offer a unique search experience—one that feels faster, more personal, and visually engaging.
Here’s why Gen Z is turning to TikTok and other social media channels like YouTube and Instagram before they even think about opening a new browser tab:
1: Real-Time, Short Answers
Unlike traditional websites that often require content creation workflows (copywriting, design, editing, publishing), social media offers real-time, easily digestible updates. For a generation used to answers delivered in an instant, this is a game-changer.
tip
Institutions must be proactive in tracking trends and streamlining their content creation process to engage faster. Easier said than done—but this is where the right strategic partner can help you bridge the gap.
2: Personalization with a Human Touch
Social media is inherently personal. When users search on TikTok, they’re not just looking for answers—they’re looking for people. A simple shared experience can create an immediate sense of trust that websites often struggle to replicate. A creator’s profile quickly provides relatability that is often synonymous with credibility.
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Show the people behind your institution. Highlight your students, faculty, or alumni throughout various forms of content and platforms. Let them speak to their experience through relevant content. You might even consider a student content team that can quickly jump on trendy topics each month.
3: Video Content’s Impact
In an age of AI-generated content where everyone can become a copywriter, it’s not enough to just hit on the topic. The internet is saturated with content. Now more than ever before, authenticity is key.
What form of content is the most authentic and engaging? Video.
Nearly every institution is sitting on a goldmine of content. Rather than reinventing the wheel every time, take existing assets—written blogs, faculty lectures, etc—and transform them into compelling video content.
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Video doesn’t have to be high-budget to be high-impact. Often, it’s the honest, face-to-camera clips that resonate most.
Integrating SEO and Social Media
The key is to create a strategy that leverages both SEO and social media strategy in a way that’s cohesive and complementary. The most effective digital strategies recognize that users often engage with content across multiple platforms before taking action.
A blog post can also be transformed into a LinkedIn Article or reimagined by a faculty member as a short-form TikTok insight. Even the language you use in social captions can benefit from SEO best practices—incorporating keyword targets and clear calls to action that support optimization.
Make your website easy to find from your social profiles by including links and embedding content. When possible, prioritize accessibility features like alt text and video captions—this ensures your content is accessible for all and increases its crawlability.
This isn’t an “either/or” scenario—it’s both. Your organization’s visibility, relevance, and credibility will increasingly depend on how well you show up in both arenas. If you want to stay search relevant, you may need to start scrolling.
About the Author
Jala Byrd, Marketing & Web Specialist
Jala supports Eduvantis’ clients by combining her tactical skillset with administrative and project management abilities to deliver solutions that align with client goals and industry best practices. Through her expertise in search engine optimization (SEO), email marketing, and copywriting, she develops strategies that enhance visibility and engagement across digital platforms.
Jala holds a Bachelor of Science in Marketing from Virginia Commonwealth University.