It still feels surreal, but the way we search for information in 2024 is nothing like what we grew up with. For years, Google was the king of finding answers—anything I needed, it was just a quick search away. But suddenly, everything’s different. TikTok and Instagram are stepping into the spotlight as the go-to search tools for Gen Z.
The day I read that 57% of Gen Z prefers TikTok over Google. How could this happen? For them, social media feels more personal, more real. That’s when it hit me: they aren’t looking for the polished, SEO-driven results Google serves up. Instead, they want content that speaks to them—something they can relate to, something raw.
This shift isn’t just some fluke. TikTok knows exactly what it's doing. The platform has rolled out its Keyword Insights tool, practically begging marketers to rethink their strategies. They’re even testing Wikipedia results and Google search links within the app! TikTok isn’t just for dance challenges anymore—it’s blending entertainment with education in ways I never saw coming. And Instagram? They’re right behind, building up their search and shopping functionalities to become a one-stop discovery platform.
So, as marketers, what does this mean for us? Well, let me tell you, the old SEO rules aren’t enough anymore. Just like we optimized for Google, we now need to think about how our content shows up on social media. Authenticity is the new SEO.
I’ve seen firsthand that overproduced, perfectly polished content doesn’t connect like it used to. Gen Z wants content that feels human—imperfect, relatable, real. That’s why TikTok and Instagram are eating into traditional search engine territory. If we want to stay ahead, we need to meet this moment with a mix of SEO fundamentals and genuine, engaging content.
The biggest lesson I’ve learned? Be real. Be human. Show up authentically, and your audience will notice—and more importantly, they’ll stick around.
If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.
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