Gen Z's Search Revolution: TikTok, Reddit, ChatGPT Take Over

Gen Z search habits: TikTok, Reddit, ChatGPT over Google

Resolve’s latest study reveals a shift in Gen Z’s search habits, with platforms like TikTok, Reddit, and ChatGPT gaining popularity as primary search tools over traditional search engines.

According to Resolve, over half of Gen Z users now turn to social-first or conversational tools for information, preferring platforms like TikTok, Reddit, and ChatGPT for quick and direct answers.

Changing Search Behavior

Resolve’s survey of 1,000 individuals showed that 53% of Gen Z users prioritize platforms like TikTok, Reddit, or YouTube over Google when seeking information. Additionally, ChatGPT is becoming a go-to search assistant for 41% of users, indicating a significant shift in behavior.

Gen Z's preference for platforms like TikTok and Reddit can be attributed to their desire for personalized, visual, and immediate answers, moving away from traditional keyword searches and blue link results.

The Rise of TikTok, Reddit, and ChatGPT

Gen Z’s rejection of traditional search methods is fueled by a preference for personalized feeds, conversational interfaces, and authentic content. Platforms like TikTok offer visually-driven search experiences, while Reddit provides raw and trustworthy answers from real users.

ChatGPT serves as a discovery tool, delivering answers in natural language and saving time for users who prefer efficiency over sifting through multiple search results.

Adapting to Gen Z's Search Preferences

To reach Gen Z effectively, marketers need to shift their focus from traditional search engines to comprehensive search ecosystems that encompass platforms like TikTok, Reddit, and ChatGPT.

Here are some strategies to adapt to Gen Z’s search habits:

• Partner with creators on TikTok to create UGC-style content that resonates with Gen Z.
• Optimize content for sharing and remixing on platforms like TikTok, Reels, or Shorts.
• Engage authentically on Reddit by contributing valuable content, rather than just promoting products.
• Answer questions in a conversational tone to align with natural language queries.
• Utilize AI tools for idea generation and content personalization, not mass content production.

While Google remains relevant, it is no longer the default search engine for Gen Z. Marketers must adapt to the evolving search landscape to engage with younger audiences effectively.

Embracing platforms like TikTok, Reddit, and ChatGPT presents an opportunity for brands to redefine their visibility in a digital world driven by social discovery and conversational search experiences.