Do young people still search via Google?

How is Gen Z's search behavior changing?

The search behavior of young people is changing rapidly. Where we used to search everything via Google, Gen Z increasingly uses social media as a search engine. Platforms like TikTok and Instagram are becoming crucial in their orientation, from product research to inspiration for art and culture. Google itself confirms it: approximately 40% of young people use TikTok or Instagram instead of Google for local tips about, for example, an exhibition, café, or festival (Google, Prabhakar Raghavan). As a cultural marketer, it's important to understand why this is happening and how to respond.

Why does Gen Z choose social media over Google?

Gen Z has grown up with visual, fast, and interactive content. The search for information no longer runs solely through text. Three reasons stand out:

• Visual first. Google mostly provides text; TikTok and Instagram are visual. Young people search through videos, images, and inspiration.

• Faster and more personal. Social media offers direct suggestions based on previous interactions, posts from friends, and creators.

• The power of the community. Young people seek opinions, reviews, and trends within their own network. User-generated content carries significant weight.

Each platform serves a different search intent. Young people use TikTok for trends and quick inspiration, Instagram for visual discovery, and YouTube for depth and explanations. Tailor the format of your content to the channel: from short teasers on TikTok to 'behind the scenes' on YouTube.

Why are TikTok and Instagram the new search engines?

Both platforms help young people find information and inspiration in their own unique way.

TikTok as a search engine

Young people use TikTok not only for entertainment but also for how-to videos, reviews, and recommendations. The algorithm shows content based on previous interactions. This allows them to quickly gather ideas, from music to cultural events. Consider a TikTok campaign for your museum, where young people 'remix' an artwork with music and effects, making them participants rather than spectators.

DEN developed four future scenarios (opens in new tab) focusing on the degree of technological innovation in the sector and the level of ownership and participation by the audience.

Instagram as a visual search engine

Instagram is more than sharing photos. Young people start their search for experiences and inspiration there. The Explore page, Reels, and the search function make visually appealing content easy to find. Hashtags still play a role, but mainly as classification signals: they help Instagram understand what your content is about. More important for findability are now search-friendly captions, recognizable text in images, and content that people save and share. Cultural institutions enhance the appeal of their exhibitions with Stories and Reels—and invite young people to share their own images.

Moreover, the line between search engines and social search is blurring. Since July 10, 2025, Google and Bing are allowed to index public posts from professional Instagram accounts (Instagram/Meta). Your Instagram content can therefore appear outside the platform as well. Pay attention to consistent profile names, descriptive captions, and alt texts.

How can marketers adapt to this search behavior?

The shift requires a new approach. Five concrete steps:

• Optimize for social search. Make content visual and use relevant keywords in captions, alt texts, and hashtags. Add interaction with polls and Q&As.

• Leverage influencers and UGC. Young people trust creators and friends more than ads. Collaborate with nano- and micro-influencers that fit your organization.

• Use social listening. Monitor responses and discover which themes resonate. Use these insights for your keywords and build on creators already talking about your institution.

• Build a community. Engage in conversations and give young people space to express themselves. This strengthens your bond with the audience.

• Tell a consistent story. Convey your story visually and consistently across all channels, from the feed to search results.

What role does AI search play in this?

A significant one—and it's growing rapidly. In addition to social search, part of the search activity is shifting to AI: chatbots like ChatGPT and AI summaries above Google results. By October 2025, these AI summaries appeared in more than half of search queries (seoClarity). They provide direct answers, meaning people click through to websites less often. Young people also use AI: 11% of Gen Z uses AI tools as a starting point for searches (Sprout Social, 2025). For cultural institutions, this means that scoring well in traditional search results is no longer enough. Your content must also be understandable and quotable for AI. Write answer-focused content, with the core answer at the top, questions as headings, and factual language. Ensure structured data and be present in the sources AI draws from, including social media. This way, you remain visible—whether someone searches via TikTok, Google, or an AI assistant.

How do you stay relevant to the next generation?

The shift to social and AI is reshaping the entire search landscape. Adjust your strategy to these new habits. Use social listening, optimize for both social search and Google, and tailor your formats to different search intents. This way, you effectively reach young people and remain visible.

Want to align your digital strategy (opens in new tab) with tomorrow's changing audience? Explore the Workshop 'Futuring: Ready for the Audience of the Future' (opens in new tab) and take the free Digital Transformation Scan (opens in new tab) to see how future-ready your organization is.