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Gen Z is ditching Google: how to show up where they actually search

Resolve’s latest study shows TikTok, Reddit, and ChatGPT are becoming Gen Z’s go-to search tools

Patrecia Meliana

19 Jun 2025 • 5 min read

Traditional search is no longer the starting point for Gen Z.

According to new research from Resolve, more than half of Gen Z users now prefer social-first or conversational tools like TikTok, Reddit, and ChatGPT to get their questions answered.

And I get it—as a Gen Z user myself, I instinctively open ChatGPT or TikTok when I need quick news updates, product reviews, or just a real take on something. Google feels like a backup, not a first stop. This shift has big implications for marketers—especially those still optimizing content strictly for Google.

In this article, we unpack how Gen Z is reshaping the way people search online, what’s driving this behavior, and how brands can update their strategy to stay visible, trusted, and relevant to younger audiences.

Short on time?

Here’s a table of contents for quick access:

Gen Z is no longer searching the way you think

Resolve’s survey of 1,000 people found that 53% of Gen Z users now turn to TikTok, Reddit, or YouTube before Google when looking for information.

Meanwhile, 41% of all users—across age groups—use ChatGPT for deeper, more direct answers, with one in three saying it’s now their go-to search assistant.

This marks a significant behavior shift. For Gen Z, the idea of typing keywords into a static search box and combing through blue links feels slow, generic, and outdated.

Why younger users are turning away from Google

Gen Z’s rejection of traditional search stems from a growing frustration with the results they’re getting. The survey of 1,000 people across generations show:

86% of users said Google’s answers feel repetitive
45% actively avoid links that seem AI-generated or formulaic
61% leave the top result if their question isn’t answered fast

This generation has grown up with personalized feeds, conversational interfaces, and creator-led content. They expect answers that are tailored, visual, and immediate—not SEO-sculpted content mills.

TikTok and Reddit are now primary discovery tools

TikTok’s rise as a search engine isn’t just hype—it’s backed by user behavior. Whether it's “how to write a resignation email” or “best local ramen spots,” Gen Z searches visually and socially.

Meanwhile, Reddit offers raw, firsthand answers that feel more trustworthy than templated articles. Users browse Reddit threads because they want lived experience and community consensus, not just brand-polished blog posts.

Even ChatGPT has become a discovery tool. It delivers answers in natural language, synthesizes information, and saves time. For Gen Z, that’s preferable to skimming dozens of blog posts trying to answer one question.

What marketers should do next

To meet Gen Z where they are, marketers need to shift their mindset—from search engines to search ecosystems. Here’s where to start:

1. Invest in creator-powered content

Want to show up in Gen Z’s TikTok searches? Partner with creators who speak their language. UGC-style videos, authentic voiceovers, and how-tos outperform glossy ads.

Make your content easy to remix, react to, and reshare. Think formats that fit TikTok, Reels, or Shorts—not just Google snippets.

2. Build for Reddit relevance

Reddit isn’t just a forum—it’s a trust engine. Find relevant subreddits and understand the tone. Consider AMAs, value-driven comments, or even branded accounts that actually contribute, not just promote.

You can’t fake authenticity on Reddit. But if you’re helpful, the audience notices.

3. Get conversational with your SEO

Your content should answer questions the way people ask them. Use tools like AlsoAsked or ChatGPT itself to uncover natural language queries, then write content that sounds like a conversation—not a content brief.

Bonus: optimize your help docs or FAQ pages to show up in ChatGPT plug-ins or voice assistants.

4. Use AI as a creative partner—not a content farm

Gen Z is skipping bland, AI-written content. But smart brands are using AI tools to brainstorm ideas, streamline summaries, or personalize user journeys—not to bulk-create blogs. Know the difference.

For Gen Z, search isn’t dead—it just looks nothing like it used to.

Google’s still in the game, but it’s no longer the default. Marketers who want to connect with younger audiences need to show up in conversations, not just rankings.

This is your chance to rethink visibility in a world where discovery starts on TikTok, gets validated on Reddit, and ends in a ChatGPT thread.

This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month? Book a discovery call today.