TikTok Over Google? Gen Z Just Changed the Rules of Search

Once upon a time, if you needed to find something — anything — you Googled it. Your boiler broke? Google. Wanted a Thai restaurant that wasn’t grim? Google. Curious whether you can claim your cat as a business expense? Still Google (and sadly, no).

But now? Now Gen Z — the generation raised on screen time and oat milk — have decided that Google isn’t quite vibey enough. According to a stat that should terrify Silicon Valley and make marketers sit up straight, 51% of Gen Z women now prefer TikTok over Google as their search engine of choice.

Yes, really. TikTok. The app best known for dance routines, conspiracy theories, and people whispering about skincare.

So what the hell does that mean for search, SEO, and anyone trying to grow a business online?

This Isn’t a Fad. It’s a Shift.

Let’s be clear: this isn’t just a bunch of 19-year-olds being quirky. This is a behavioural change, and it’s happening at scale. When half of a demographic starts turning to TikTok to find information, recommendations, or answers, we’re no longer talking about a trend — we’re talking about a rewrite of the search rulebook.

TikTok isn’t just where Gen Z plays. It’s where they discover, compare, and decide.

Want to know the best nail salon near you? TikTok has a girl with 300k followers who reviewed 12 of them. Need a protein pancake recipe that won’t taste like drywall? There's a video. Looking for the best second-hand Levi’s under £40? You’re three swipes away.

Why It Works (And Why Google Should Be Sweating)

TikTok wins because it’s visual, authentic, and fast. You don’t scroll through 12 blue links, guess which blog isn’t spam, and then close the tab in frustration. You watch a 30-second video, you see the result, and boom — decision made.

It’s peer-led, personality-driven, and utterly addictive. You’re not reading. You’re watching someone like you tell you what’s good, what’s terrible, and where to buy it. That’s trust on steroids.

Meanwhile, Google? Still pushing you listicles written by AI bots in 18 paragraphs of waffle.

So, What Does This Mean for Marketers?

It means if you're still putting all your eggs in the SEO basket, you might want to start filming. Because the new SEO? It’s got subtitles, background music, and a ring light.

1. TikTok is Now a Search Engine

So treat it like one. Optimise your video titles and captions for the phrases people are typing. “Best brunch in Manchester” isn’t just a caption — it’s a keyword.

2. Your Brand Needs a Face

People follow people. Not logos. If your small business is hiding behind stock photos and a faceless website, you're invisible on TikTok. Get someone on camera. Be human.

3. Short-Form Content = Long-Term Wins

Those 15–60 second videos? They're not throwaway. They're traffic drivers, trust builders, and decision-makers. And they rank — not just in TikTok search, but now in Google, too.

Google Isn’t Dead. But It’s No Longer the Default.

Let’s not bury Google just yet — it's still the beast of search. But it’s no longer alone. And for small businesses trying to grow in 2025, visibility now means more than just a good ranking on a blue-link SERP.

You need to think multi-platform, multi-format, and multi-sensory. Words and video. Search and social. Rankings and reels.

Because if you don’t? Your competitors will. And they’ll be showing up in front of your audience while you’re still waiting for your blog post to crawl.

Want help turning your content into the kind Gen Z actually finds? We’re already two steps ahead — and yes, we’ve got the ring light ready.