The truth about TikTok: Is it the new Google?
A new study shows that social platforms are gradually taking over as the new search engines.

Did you know that 62% of Gen Z consumers prefer using Instagram or TikTok over Google when searching for a place to have lunch?

This shift completely redefines how you engage and connect with your local audience.

The New Rules of Local Discovery in 2025

Introduction
Traditional search is fracturing. In the past year, conventional search traffic slipped by 10%, while 73% of consumers now discover brands through social platforms instead of Google. Gen Z doesn’t just “Google it” anymore—they hop across an average of 3.6 different channels (Instagram, TikTok, ChatGPT, maps apps, review sites, you name it)—before deciding where to go next. This seismic shift means visibility today demands more than one-time SEO wins; it requires a seamless presence wherever people look, scroll, and ask for recommendations.

1. From One Search Bar to a Dozen Discovery Channels

Consumers have moved from a search-led mindset to a discovery-driven journey. Instead of typing brand names, they’re guided by mood, moment, and whatever app is at hand—whether that’s TikTok, Yelp, or ChatGPT. As Monica Ho, CMO of SOCi, puts it:

“It’s no longer about ranking first. It’s about being present across the entire path to purchase.”

To compete, treat visibility as a connected system: synchronize your listings, local content, and reputation signals across every channel where customers might start their journey.

2. The Rise of Human-Centered Discovery

Even as AI tools simplify information retrieval, people still crave proof they can trust. A quick suggestion from ChatGPT often isn’t enough—consumers will cross-check TikTok for real-life footage, scour reviews for unfiltered opinions, and flip through Instagram for authentic user experiences. Counterfeit reviews worry 55% of shoppers, and 65% say they’re more likely to choose a business that actively responds to feedback. To close the gap between curiosity and confidence:

• Elevate visual storytelling with UGC and short-form videos.

• Respond in real time to reviews and questions.

• Lead with authenticity over polish.

3. The Generational Expectation Reset

Gen Z didn’t grow up waiting for brands—they explore, compare, and verify on their own terms. Roughly one in three 18–34 year-olds use TikTok or Instagram as their primary discovery engines, and video recommendations outweigh written reviews for 40% of them. They demand relevant, human-feeling content—quick trend reactions, behind-the-scenes glimpses, and peer-driven proof. Brands that can’t keep pace with fast-moving trends risk looking stale.

4. From Brand Awareness to Local Relevance

Recognition might put you on the shortlist, but relevance wins the visit. Today, 42% of consumers use generic “near me” searches—up from 35% last year—rather than typing brand names. If your listings are inaccurate, photos outdated, or reviews unanswered, shoppers will scroll right past you. To earn real-time relevance:

• Audit and correct every local listing for accuracy, quality, and freshness.

• Showcase up-to-date photos and local content.

• Engage immediately with feedback to build trust.

Recommendations for Marketers

Visibility today is an ongoing advantage, not a one-off effort. Here are three concrete steps you can take now:

1. Adapt to the new discovery journey – Map every touchpoint (search engines, social, AI, review sites) and ensure your brand shows up seamlessly.

2. Equip each location to win locally – Standardize listings, refresh content regularly, and empower teams to respond instantly.

3. Go omnichannel or go home – Treat discoverability as a unified strategy: orchestrate across AI tools, social platforms, maps, and beyond.

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Summary

• Discovery-driven: Traditional search is declining; social and AI channels are rising.

• Fragmented journey: Customers hop across ~3.6 platforms before making decisions.

• Human proof matters: Authentic visuals, UGC, and real-time responses build trust.

• Gen Z leads the change: Video beats text; relevant, local content is a must.

• Local relevance wins: 42% use generic “near me” searches; accuracy and freshness are critical.

• Take action: Adapt strategies, equip each location, and orchestrate omnichannel visibility.