How Social Search is Transforming Gen Z’s Brand Discovery

Social Search is fundamentally changing the way Gen Z finds brands, moving the focus of online search from traditional engines to platforms that prioritize social interaction and video content. Social search is increasingly used to seek recommendations, tutorials, and reviews. quickly taking the place of text-based search for this age group. This change is fueled by Gen Z's preference for authenticity, visual content, and community-driven suggestions.

Key Trends in Gen Z’s Search Behavior

Nearly 40–50% of Gen Z now prefer searching for information, products, and brands on social platforms like TikTok or Instagram. Additionally, 34% of Gen Z users have specifically searched for brands on TikTok, outpacing millennials and Gen X as per Google internal studies.

A Forbes Advisor study showcased a generational divide in the way people search for brands and information across the internet on a variety of devices and apps. As technology matures and ages, new users find their way online, continually changing the way advertisers and marketers find and approach people online.

Source : Forbes Advisors

The Forbes Advisory's study identified a 30% decline in the use of search engines to search for brand names between baby boomers, 94%, and Gen Z, 64%. 

This trend was acknowledged by Prabhakar Raghavan - Senior Vice President, Google’s Knowledge & Information. Raghavan at an industry conference in July 2022 said “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” and continues to emphasise “They go to TikTok or Instagram.”

Why Social Search Appeals to Gen Z.

Visual and Immediate content

The platform’s algorithm tailors content feeds based on user interactions, often surfacing relevant information before users even search for it. Consequently not only keeps users engaged but also encourages active participation, as the algorithm rewards content that garners high engagement with greater visibility.

The result is a dynamic, ever-evolving content ecosystem where users are continually exposed to new ideas, trends, and brands in a way that feels immediate, personalized, and visually compelling.

Authenticity and Trust leading to a Community Driven Discovery

Gen Z places a premium on authenticity and peer recommendations, fundamentally changing how brands must approach marketing on social platforms. Unlike traditional advertising, which often feels scripted and overly polished, The social ecosystem is built around creators, influencers, and user-generated content that feels more like advice from friends than overt sales pitches. This environment fosters a sense of trust and relatability, as influencers frequently share both their successes and struggles, openly discussing what works for them and what doesn’t.

Moreover, influencer partnerships are now essential for brand discovery among Gen Z. Brands that collaborate with creators gain direct access to highly engaged, niche audiences, and their products are introduced in a way that feels organic and credible35. Influencer content is typically more entertaining, visually engaging, and informative than traditional ads, often including tutorials, reviews, and real-life demonstrations that help Gen Z make informed purchasing decisions

Social platforms thrives on community engagement, with trends, challenges, and duets fostering a sense of belonging and shared experience. Real-life testimonials and reviews from peers are prioritized over brand messaging.

How Brands Are Adapting

Strategy	Description
Native Social Content	Brands create content that blends seamlessly into social feeds, using in-app editing tools.
Influencer Collaborations	Partnering with micro- and macro-influencers to build trust and drive discovery
Social SEO	Optimizing captions, hashtags, and on-screen text with trending keywords for organic reach
In-Video Shopping	Leveraging Social Shop and in-video shopping features for direct purchases
Community Engagement	Encouraging user-generated content and rewarding audience participation for authenticity

Challenges Brands Face on Social Platforms

Challenge	Description
Algorithm unpredictability	The social platform’s algorithm is highly dynamic and often unpredictable, making it difficult for brands to consistently reach their target audience. Ad performance can degrade quickly, and what works one week may not work the next. The sheer volume of content means brands must constantly adapt, analyze data, and refine their strategies to stay visible and relevant
Demand for authenticity	Social users reject overtly commercial or inauthentic content. Brands must create content that feels native to the platform—entertaining, relatable, and often user-generated
Trend participation	Social content is driven by trends and challenges, many of which emerge organically from the community. Brands must quickly identify and participate in relevant trends without appearing opportunistic. Success depends on simplicity, shareability, and cultural resonance.
Influencer marketing risks	While influencer partnerships can drive massive reach, brands face risks such as fake followers, low engagement, and misaligned values. Vetting partners / influencers for authenticity and relevance is critical
Brand safety concerns	The open nature of the coi exposes brands to risks of their content appearing alongside inappropriate or controversial material. Ensuring brand safety and maintaining a positive reputation requires vigilance. The platform’s moderation tools are still evolving, and brands must monitor for potential issues such as hate speech, misinformation, or copyright violations
Data privacy and regulation	Scrutiny over data privacy, especially regarding social platforms handling of user data, can impact brand reputation and lead to regulatory hurdles in certain markets. Brands must stay informed about evolving regulations and ensure compliance to avoid legal and reputational risks.
ROI measurement	Measuring the direct impact of social campaigns on sales and brand lift can be challenging due to limited analytics and attribution tools compared to other platforms. The rapid pace of trends means that successful campaigns may have a short shelf life, requiring constant innovation and investment

My Take

Social search is redefining how Gen Z discovers brands by prioritizing visual, authentic, and community-driven content. For brands, success now depends on embracing these new discovery habits—creating engaging, relatable content, collaborating with trusted creators, and optimizing for social platforms unique search dynamics. The brands that adapt quickly will be best positioned to capture Gen Z’s attention and loyalty in this evolving digital landscape