TikTok has become the new Google for Gen Z

Millions of young people worldwide now search for products, recipes and lifestyle tips on TikTok instead of Google. The platform is no longer just another social network — it has evolved into a search engine, a forum, and a community. Brands that understand this shift can win the attention of the most active and fast-growing generation.

Why Gen Z Doesn’t Google

Born between the late 1990s and late 2010s, Gen Z already makes up 25% of the global population. By 2030, their purchasing power will reach $12 trillion. They are digitally native, highly skeptical of traditional ads, and crave authentic, experience-based content instead of polished commercials. According to Adobe Express, 64% of U.S. Gen Z use TikTok as a search engine, and 1 in 10 rely on it more than on Google.

Five Principles for Brands

1. Ditch direct ads – become a creator, not a broadcaster. Polished, corporate-style ads are ignored; raw, smartphone-style videos work best.

2. Engage users – challenges, duets and remix culture drive interaction. Invite them to participate instead of just watch.

3. Use creators as sales managers – micro- and nano-influencers build trust and show your product in real life.

4. Maintain dialogue in comments – answer questions, like comments and use feedback as content ideas.

5. Target micro-communities – TikTok thrives on niches like #BookTok, #FitTok or #CleanTok; find yours and collaborate with niche influencers.

Authenticity is the New Perfection

TikTok for Gen Z is not just a social media platform. It’s where they search, share, and create. Brands that focus on honesty, participation and real experiences will stand out and convert attention into loyalty.