For the past 20 years, Google has been the dominant force in internet searches, but that is beginning to change quickly. Social media is rising up as a contender and fundamentally changing the way people search online.
The fundamental shift in searches is due in large part to the explosive growth in mobile searches. In 2025, 61.85% of total web searches (excluding tablet searches) were mobile, compared to 48.91% in 2019, which is a massive increase.
Given that users now average 2.5 hours of scrolling through social media each day on their mobile devices, consistently, it makes sense for them to use their social platforms to search for topics when looking for something on the internet. Social networks now have powerful search tools that allow users to look up mentions, usernames, products, services, and trending topics; search on social networks is a powerful discovery tool!
In this article, we will explore why Gen Z prefers social media for search over traditional search engines. Explore trends, behaviour, and what it means for digital marketers in 2025.
Table Of Content
Beyond Google: Social Media Emerges as the Go-To Search Tool by 2025
By 2025, social media has transformed well beyond its intended outcomes of socializing. The method of chat and update has also evolved into a resource to locate information. In fact, almost half of Gen Z (46%) and over a third of millennials (35%) admitted they would rather flip through social platforms like TikTok or Instagram than use Google to find answers. It’s official: the new search bar isn’t at the top of the browser; it’s in your feed.
Why Social Media is becoming the Preeminent Search Tool
Users are not merely scrolling through memes or selfies anymore—they are increasingly using social media to search for answers. Here’s why:
“It Gets Me”: Social media develops a profile that is tailored to the individual user, including recognizing prior search history, location, and interests. As a result, the feed provides relevant answers. Since the content serves more to the user’s priorities than Google, social media is perceived as a brand being more relatable and trustworthy.
No Guessing: The user’s feed already knows what they care about. The user no longer needs to speculate or parse through a clunky search result. Whether they are looking for honest product reviews by real people, recommending the hottest new restaurant, or a cooked rotisserie chicken, social social media serves answers in exactly the routine format expected—nobody has the time to click through 10 tabs looking for a helpful video or infographic on the internet.
Real People, Real Thoughts: Users now more than ever crave authenticity. A TikTok video reviewing strollers by an ordinary mom or a Reddit thread on breaking down a tech gadget off a brand’s marketing is way more straightforward than a highly polished corporate blog. Social media, and particularly TikTok and Instagram, completely thrive on raw user-generated content.
Visual Appeal: Let’s be honest – we’re visual beings. Instagram and Pinterest capitalize on aesthetically pleasing images and videos before long walls of text. Where can you find a recipe? A 30-second Reel that visually shows a finished dish is more effective than writing a 500-word blog post intro.
Real-Time Updates: Social media is where breaking news happens first. During live events – protests, awards shows, even weather crises – audiences are racing to images and videos on social media. In fact, 70% of U.S. adults who follow news, acknowledge using X to follow a news story as it unfolds. That is in stark contrast to Google, where a search can be hours or days behind.
Social Media Search: The Numbers Don’t Lie 📊
Let’s start with the obvious:
78% of us are basically Sherlock Holmes on Instagram and TikTok now. Before buying anything, we stalk brands, read reviews, and compare products right there in the app. No Google required.
1 out of every 4 people straight-up ignores Google. Why? Because typing feels old-school when you can just scroll hashtags or watch a 15-second review video.
Google’s Midlife Crisis?
Gen Z, millennials, and even Gen X are ghosting Google. Searches there have dropped 25% — and honestly? We’re all just vibing on TikTok instead.
Over half of shoppers (55%) would rather tap through Instagram Reels than deal with Google’s 10 blue links.
What’s Everyone Searching For?
24% of folks use social media like a hype man for life’s fun stuff: “What’s the coolest sneaker drop?” “Where’s the best pizza downtown?” “Did Messi actually score that goal?”
40% of Gen Z thinks TikTok is the GOAT for niche searches. Need a “glitter eyeshadow hack” or “last-minute Valentine’s gift”? They’re not Googling — they’re scrolling.
Why TikTok and Instagram Rule:
TikTok isn’t just dance challenges. 61% of users find new brands there — it’s basically Gen Z’s version of window shopping.
Instagram? It’s a shopping mall on steroids. 83% of users hunt for products there. (RIP, mall kiosks.)
The Takeaway:
Social media isn’t just where we kill time — it’s where we decide how to spend our time (and money). If your brand’s not showing up here, you’re basically whispering into a void.
Google vs Social Media Search: It’s like Library vs a Party
Google is still supreme …FOR NOW
81.95% market share? Yeah, Google is the OG search titan! But let’s face it, social media is already crashing the party, and fast.
Why Social Media is stealing the show
Niche Vibes: Each platform has its own flavor. TikTok is for trends and hacks, Instagram is about aesthetics and shopping, and X (Previous Twitter) is the new Associated Press, where news lands first. Google? Verified by facts, but a lot more boring than refreshing.
Less info overload: Social serves up short, hyper-relevant pieces of finding meaning (videos, memes, reviews). Google serves up a drowning 10 blue links; half of them are ads or a bloody SEO-bait blog from 2018, going on about the same product you searched for last week.
| Aspect | Social Media Search 🎭 | Google Search 🕵️♂️ |
|---|---|---|
| Main Goal | “Hang out and stumble upon cool stuff” – designed for discovery, vibes, and community. | “Solve my problem, stat!” – built to answer questions and guide you to trusted sources. |
| Real-Time Updates | Fresh but chaotic: Prioritizes what’s trending NOW (even if it’s messy or unverified). | Slow and steady: Favors accurate, timeless content over breaking news. |
| What Influences Results | “Your friends, likes, and obsessions”: Feed shaped by who you follow and engage with. | “The wisdom of the web”: Ranks content based on keywords, backlinks, and expertise. |
| Personalization | “It just gets me”: Tailored to your hobbies, memes you ❤️, and viral trends you follow. | “Useful, not soulful”: Adjusts based on your location, past searches, and intent. |
| Who Uses It Best | Niche crowds: Teens on TikTok, artists on Instagram, news junkies on X. | Everyone, everywhere: Your grandma and your 10-year-old cousin can Google “how to boil an egg.” |
| Results Style | Visual candy: Videos, memes, carousels – perfect for inspiration or quick laughs. | Text-first: Blogs, guides, maps – ideal for deep dives or practical how-tos. |
How to Use Social Media Like a Search Engine
These days, social media isn’t just for scrolling through photos or catching up with friends — it’s also a powerful way to search for products, services, brands, and even local spots. Think of it like using Google, but inside your favorite apps.
Each platform has its own way of helping you find what you’re looking for, and they’re often based on what’s trending or what you’ve liked in the past. Here’s a quick guide on how you can use social media to search smarter:
On Instagram, you can use the search bar at the top of the app to look up things like:
Products or services you’re interested in
Hashtags (like #gymnearme or #proteinpowder)
Creators, influencers, and brands
Places or experiences
Instagram will show you results based on what you like, what’s trending, and who you follow. The Explore page is especially handy — it’s full of posts, reels, and stories tailored to your interests, helping you discover new content and accounts.
Whether you’re shopping, planning a trip, or just looking for some inspiration, Instagram makes it easy to explore through visuals.
Facebook isn’t just for checking in on friends or scrolling through your feed — it’s actually a great way to search for things, too.
At the top of the app or site, you’ll see a search bar. Just type in what you’re looking for — it could be a local café, a brand, a service, or even a specific topic — and Facebook will show you a mix of results: pages, posts, groups, events, or people talking about it.
Let’s say you’re trying to find a good bakery nearby. Just type “best bakery near me” or the bakery’s name, and you’ll likely see posts from your local community, recommendations from friends, or even the bakery’s official page with reviews and contact info.
What’s helpful about Facebook is that you’re seeing real opinions from real people, not just ads or websites. You can also filter your search by posts, photos, videos, groups, or pages — whatever helps you get the info you need faster.
So whether you’re planning a trip, searching for home services, or just curious about a trending topic, Facebook makes it easy to explore — and the results often come with personal stories, comments, or experiences that help you decide what’s worth your time.
YouTube isn’t just for watching music videos or funny clips — it’s actually a super useful place to search for real info. Whether you’re looking for a tutorial, a product review, or tips on how to do something, YouTube has you covered.
Just type whatever you need in the search bar — like “how to file taxes,” “best phones under 30K,” or “easy dinner recipes.” You’ll find videos from real people showing you exactly what to do or sharing their honest opinions.
The best part? You get to actually see things instead of just reading about them. It’s way easier to follow along when someone’s walking you through it in a video.
You can also use filters to sort by newest videos, shortest length, or even most viewed. That way, you’re not just stuck scrolling forever.
So next time you have a question or want to learn something quickly, try searching for it on YouTube — it’s like Google, but with videos.
Why Should You Care?
Imagine your nukkad ki dukaan but on Instagram. 650M+ Indians are scrolling daily, searching for everything from “affordable lehenga rentals in Delhi” to “best filter coffee powder Chennai”. If your social media isn’t optimized, you’re invisible.
Expert Tips
1. Talk Like Your Customer
Use Hinglish + Regional Words:
“Skincare” → “Chamakdaar skin tips” or “தோல் பராமரிப்பு” (Tamil).
“Affordable” → “Sasta aur tikau” (Hindi).
2. Hashtags = Your Shop’s Signboard
Mix big trends (#MonsoonMagic) with local tags (#PuneFoodies, #KolkataFashion).
Example: A Kolhapuri chappal seller could use #HandcraftedIndia + #MaharashtraStyle.
3. No Copy-Paste!
Instagram: Reels with Punjabi songs for ethnic wear.
YouTube: “5-Minute Hindi Tutorials” for quick hacks.
Facebook: Post in Gujarati/Marathi for tier-2 cities.
4. Make Your Bio a Mini Billboard
Bad: “We sell clothes”
Good: “Ahmedabad’s Trendiest Kurtis 👗 | COD Available | Shop Now → [Link]”
5. Grainy Photos? Nahi Chalega!
Spend ₹2k-5k on a local photographer for crisp pics. Blurry samosas won’t sell!
6. Pin Your Best Post
Got a viral video of your Mumbai street food? Pin it! New visitors see it first.
7. Tag Your City 📍
Searching “mehndi artist near me”? Your Jaipur studio pops up if you tag “Jaipur”.
8. Ride Festive Waves 🪔
Diwali/Holi = Sales gold! Post “10% Off on Diwali Gift Hampers 💥” with #FestiveFever.
9. Link Everything!
Add WhatsApp, PhonePe, or “Call to Order” buttons. Make it easy for aunties to buy!
Real-Life Examples
Chai Thela: Uses Reels with “Mumbai ki cutting chai” hashtags + UPI link.
Local Tailors: Post *“5-Day Blouse Stitching”* videos in Tamil/Telugu.
Start Today, Spend Smart
Free: Update your bio with keywords + city name.
₹500/day: Boost a Reel targeting “Mumbai moms” or “Bengaluru techies”.