You may have noticed it already.
If you’re searching for a new restaurant to visit, do you pull up Google Search — or TikTok?
Want a lesson on how to fix a the bike yourself? Do you search for it on Google — or jump to YouTube?
Social media platforms such as TikTok, Instagram, YouTube and Facebook are no longer just places to scroll through memes or chat with friends.
Social media search has already becoming the new Google for many people, especially for younger consumers.
In this post, we’ll show you exactly why this is happening, how it is reshaping search and what this means for you as a business owner or marketer.
How Social Media Search Is Unfolding
As of January 2025, a whopping 5.24 billion people use social media worldwide, nearly two-thirds of our planet’s population.
And guess what? These users are doing more than just posting selfies. And increasingly, they’re using social media to find information, products and advice.
Gen Z and millennials, of whom 46 percent and 35 percent, respectively, prefer social media for finding answers over traditional search engines. But this phenomenon isn’t just for young users. Even older generations are start using social media for search.
So what is behind this transformation? Why are billions of people now bypassing Google and going directly to TikTok or Instagram instead?
Why Search in Social Media is Winning Hearts (and Searches)
If you ever felt like Google’s web search results were biased or somehow did not “understand” your point of view, you may be onto something.
Conventional search engines are fine when you want to locate a piece of information or visit a site, but they might not have that personal touch that social media provides.
Social media companies, however, have proven to be very good at giving people what they want — and then some. Here’s why:
Hyper Personalization
Have you ever hunted for a recipe on Pinterest, only to find related ideas popping up in your feed later?
Or if you watched a makeup tutorial on TikTok and got recommendations for other makeup tutorials afterward?
That’s the power of personalization. Social media algorithms can figure out your likes based on your actions, location and interests. The result? Every search is filled with results specifically for you.
Authenticity You Can Trust
Let’s not kid ourselves: no one trusts ads the way they once did. But user-generated content? That’s a different story.
Real people share their brutally honest opinions, experiences and advice on platforms like TikTok and Instagram.
So when someone tells a story, whether it’s about a magical shirt that changes her life or a bad meal that threatens to, she’s providing an endorsement, a recommendation, or a warning.
The research is in, 70% of consumers believe the opinions of their peers more than they believe branded content.
A Picture Speaks More Than Words Ever Can
Humans are visual creatures. We’re 60,000 times more capable of processing images than text, so platforms like YouTube, TikTok and Instagram rule the search game.
Rather than having to read long articles, users can now watch a 60-second video or swipe through beautiful visual content to find what they need. It is faster, more convenient and infinitely more engaging.
Keeping Current with Real-Time Updates
When news breaks, or a development unfolds, where do you go first? The solution for many is social media. Platforms such as X provide live updates, breaking stories and viral moments.
70% of American adults track live news events using X, according to research. This is where social media has an advantage over old-fashioned search engines, whose results may be out-of-date or not include both the breadth and variety of sources that the former does.
Personal Community Connections
Finally, there is the social aspect. Social media is about more than just consuming content — it’s about connecting with other people.
Doesn’t matter if you’re seeking advice in a Facebook group, learning from influencers on TikTok or discovering local treasures on Instagram, the human touch matters most of all. You’re not simply looking, you’re engaging with a community.
How People Use Social Media Search Today
In order to truly grasp what’s at stake on social media search, let us also examine how people use different platforms in the real world. Each of these platforms have their own set of capabilities that fulfill the needs of different queries.
YouTube
Need to fix a leaky faucet? Want to master a new recipe? YouTube has got you covered.
The second most popular website in the world, YouTube is asked billions of questions every month. Its complex filters, AI-based recommendations, and library of tutorials ensure that you find the answers you’re looking for.
TikTok
TikTok isn’t just for dances and lip syncs. Users turn to the app for travel hacks, do-it-yourself projects and more.
Because of short-form video and trending hashtags, TikTok provides bite-size answers that are easy on the eyes and informative to boot. Not only that, but its algorithm guarantees you see content that matches your interests, even if you didn’t specifically search for it.
In search of fashion inspiration or the perfect vacation? Explore page and hashtag search on Instagram makes it simple to find visually appealing content.
Facebook Groups
Sometimes, you just need advice from someone who’s been there.
If you’re seeking parenting advice, fitness inspiration, or almost anything else, there is likely a group for you.
Need a spark of creativity? Visual brainstorming on Pinterest is the way to go.
Doesn’t matter if you’re planning a wedding, decorating a home or searching for a new obsession, Pinterest’s sharing-and-search platform serves up infinite ideas by subject, thanks to its visual search and curated boards.
What About Google? Is It Losing Ground?
Before you dismiss Google outright, let me lay out the facts.
Even with the advent of search on social media, Google still has a monopoly on the search engine industry controlling 89.74% of the market as at March 2025.
But cracks are beginning to appear. Younger people, in particular, increasingly are bypassing Google in favor of where they are already spending most of their time.
Take, for instance, the decision of where to eat lunch — almost 40% of young people consult TikTok or Instagram, rather than Google Maps or Google Search.
To remain competitive, Google has begun to incorporate more visual content — images, videos and even TikTok clips — into its search results. But will it prove enough to win over a younger crowd? Only time will tell.
