In brief
No, young people no longer start their searches on Google. Gen Z increasingly starts on TikTok, Instagram, and YouTube. Want to reach this generation? Make your content visual and discoverable on social media & optimized for AI search engines.
How is Gen Z's search behavior changing?
The search behavior of young people is rapidly evolving. Where we once searched for everything via Google, Gen Z is increasingly using 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: about 40% of young people use TikTok or Instagram instead of Google for local tips, such as exhibitions, cafes, or festivals (Google, Prabhakar Raghavan). As a cultural marketer, it’s important to understand why this is happening and how to respond to it.
Why does Gen Z choose social media over Google?
Gen Z has grown up with visual, fast, and interactive content. Searching for information is no longer just about text. Three reasons stand out:
Visual first. Google primarily 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 past interactions, posts from friends, and creators.
The power of community. Young people seek opinions, reviews, and trends within their own network. User-generated content carries significant weight.
Each platform fulfills a different search intention. Young people use TikTok for trends and quick inspiration, Instagram for visual discovery, and YouTube for depth and explanations. Tailor your content format to the platform: from short teasers on TikTok to 'behind the scenes' on YouTube.
What is social search?
Social search is searching for information, products, or inspiration via social media instead of a traditional search engine. The search bar on TikTok or the Explore page on Instagram acts as 'Google' by indexing all public posts on that platform.
Why are TikTok and Instagram the new search engines?
Both platforms assist young people in their own way to find information and inspiration.
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 past interactions. This allows them to quickly gather ideas, from music to cultural events. Think of a TikTok campaign for your museum, where young people 'remix' an artwork with music and effects, turning them into 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 public.
Instagram as a visual search engine
Instagram is more than just sharing photos. Young people start their search for experiences and inspiration there. The Explore page, Reels, and search function make visually appealing content easily discoverable. Hashtags still play a role, but mainly as a classification signal: they help Instagram understand what your content is about. More important for discoverability now are 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.
The line between search engines and social search is also blurring. Since July 10, 2025, Google and Bing can index public posts from professional Instagram accounts (Instagram/Meta). Your Instagram content can therefore appear outside the platform. Pay attention to consistent profile names, descriptive captions, and alt texts.
How can marketers adapt to this search behavior?
This 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.
Use influencers and UGC. Young people trust creators and friends more than ads. Work with nano- and micro-influencers who align with your organization.
Leverage social listening. Monitor responses and discover which themes resonate. Use those 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 your audience.
Tell a consistent story. Convey your story visually and recognizably across all channels, from feeds to search results.
What role does AI search play in this?
A significant one — and it's growing rapidly. Alongside social search, part of the search process is shifting to AI: chatbots like ChatGPT and AI summaries above Google results. In October 2025, these AI summaries appeared in more than half of search queries (seoClarity). They provide direct answers, reducing the need to click through to a website. Young people are also turning to AI: 11% of Gen Z uses AI tools as a starting point for searches (Sprout Social, 2025). For cultural institutions, this means performing well in traditional search results is no longer enough. Your content must also be understandable and quotable by AI. Write answer-focused content, with the main answer at the top, questions as headings, and factual language. Ensure structured data and be present on platforms that AI pulls from, including social media. This way, you remain visible — whether someone searches via TikTok, Google, or an AI assistant.
How can you stay relevant for the next generation?
The shift to social and AI is reshaping the entire search landscape. Adapt your strategy to these new habits. Use social listening, optimize for both social search and Google, and tailor your formats to different search intentions. This way, you can reach young people more effectively and remain visible.
Want to align your digital strategy (opens in new tab) with the changing audience of tomorrow? Explore the Workshop 'Future Exploration: 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.
Frequently Asked Questions
Do young people still search via Google?Hide explanationShow explanation
Less and less. 41% of Gen Z begins a search on social media, compared to 32% on a search engine (Sprout Social, 2025). Google remains important but is no longer the default starting point.
What is social search?Hide explanationShow explanation
Social search is searching via social media instead of a traditional search engine. The search bar on TikTok or the Explore page on Instagram functions as a search engine.
Which platforms does Gen Z use to search?Hide explanationShow explanation
Primarily YouTube, Instagram, and TikTok. Each platform serves a different search intention: TikTok for trends, Instagram for visual discovery, and YouTube for depth.
How do you make cultural content discoverable for young people?Hide explanationShow explanation
Make your content visual, use keywords in captions, alt texts, and hashtags, leverage UGC and creators, and tell a consistent story across all your channels.
Should cultural institutions also adapt to AI search?Hide explanationShow explanation
Yes. AI summaries now appear in more than half of Google searches, and young people use AI tools as a starting point. Write answer-focused content and use structured data.
Futuring: how do I reach today’s youth in 10 years?
What will your audience look like in 10 years? Want to truly get started with futuring for your organization? Follow the workshop below.
In-depth workshop (February 4)
Go through the entire method in half a day and work with the DEN scenarios from this guide, tailored to your organization.
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