64% of Gen Z Uses TikTok Instead of Google—Here’s How to Make Sure They Find You

It wasn’t that long ago when “Googling” something was automatic. But increasingly, Gen Z is skipping search engines like Google and going straight to TikTok and Instagram for answers.

A 2024 survey by Adobe, referenced by WARC, found that 64% of U.S. Gen Z consumers reported using TikTok as a search engine.

Likewise, a survey from Forbes Advisor and Talker Research (2024) found that 45% of Gen Z users now prefer using social platforms to search for information—whether it’s for restaurant recommendations, DIY tips, or travel inspo. That’s a huge signal: Gen Z behaves like modern-day searchers using short-form video platforms as their first port of call.

What’s Driving the Shift

Gen Z doesn’t just consume information—they experience it. Forget static lists of links; this generation leans into collaborative, video-first learning, treating platforms like TikTok and YouTube as their go-to "search engines."

Here’s what the research shows:

Social Proof > Solo Research

Gen Z trusts people over pages. They’ll scroll comments, check creator credibility, or poll friends before believing a standalone article. For example, A study found 60% of Gen Z prefer learning from YouTube videos because they mimic real-world conversations—not textbook jargon.

Video = Context + Connection

Gen Z skips search results for day-in-the-life clips and unscripted tutorials because raw footage shows and tells—turning research into a social experience.

When creators share authentic reactions and engage in comment discussions, their content feels community-verified rather than algorithmically pushed. This creates the same trust difference as reading a dry article entry versus watching a close friend work through a challenge in real time

The "Lazy Genius" Hack

Gen Z’s love for quick, shareable clips isn’t laziness, it’s efficiency. They’ll watch a 60-second TikTok explaining worldwide current events rather than read a 2,000-word news article. Your takeaway? Repurpose long-form content into digestible informative videos with captions.

What It Means for Creators

Content needs to be discoverable as answers, not just entertainment.

When someone searches TikTok for, say, “healthy breakfast ideas,” they expect a short, visual tutorial, not a long caption. Virlo helps you by Identify trending content formats people naturally search for in your niche—whether “how to” tutorials, aesthetic ideas, or fast product demos

Hooks matter even more than usual

On classic search engines, a snippet or meta description pulls the click. In short-form search, the first two seconds of your video must answer why this video exists.

Use Virlo to see which hook styles, like practical questions (“How do I…?”), bold statements, or problem setups are trending best right now.

Captions and visuals reinforce discoverability

Finding videos isn’t driven by SEO tags or metadata alone. Platforms like TikTok rely heavily on visual cues and clear text overlays that answer viewers’ questions instantly. Think of it this way: captions act as micro‑answers, letting people understand a video at a glance, even if they’re watching without sound.

Thumbnail visuals with clear context

Powerful thumbnails act as visual bait. They need to instantly communicate context and intrigue before the viewer even hits play. Smart creators analyze top-performing thumbnail formulas through tools like Virlo, to craft standalone visual invitations that stop the scroll and convert casual browsers into engaged viewers.

Trending Fast Matters

TikTok trends evolve in hours, not days. Google search optimizations take months. To capitalize on what's trending now, creators need real-time visibility into rising topics in their niche.

Virlo’s has real-time trend tracking across sound, caption structure, and hook style. When something is rising, peaking, or fading, Virlo has the ability to translate that info into video strategy before oversaturation.

How to Post for Discovery

So how do you actually start making content that ranks in short-form search?

First, pay attention to what people are already asking. You’ll find common questions in comment sections, niche communities, or even just your DMs. Virlo helps by surfacing trending topics and rising search queries specific to your niche, so you’re never out of ideas.

Once you have a topic, format your video to feel like an answer. Start with a hook that frames the problem or question, and then use visuals or captions to deliver the solution quickly.

Case in Point: Searching for Life Hacks

Imagine a viewer searches on TikTok for “quick one person dinner.” They land on a 30-second video showing chopped veggies, simple seasoning, and a friendly text overlay: “10-minute stir-fry.” Creators who apply this data-first approach are far more likely to gain visibility compared to shooting videos hoping for views. That’s an answer, not just entertainment.

The Takeaway

TikTok’s bite-sized, visual-first format isn’t just changing how Gen Z learns—it’s redefining search itself.

For creators, this means pivoting from hoping algorithms notice entertaining content to designing purpose-built answers, like clips that match how audiences naturally seek information (quick, authentic, and snackable).

Tools like Virlo streamline this shift, helping you craft search-optimized short-form content that meets viewers where they already are. The future of discovery isn’t luck; it’s strategy.

Virlo: Your Search-Driven Content Assistant

Using AI backed by cognitive research and content performance insights, it helps you fine-tune every hook, caption, and keyword so your posts don’t just get seen, they get remembered.

• Trend Detection: Identify trending topics in your niche before oversaturation

• Hook & Format Intelligence: Learn which styles perform best in contexts like recipe, DIY, travel, or beauty

• Tone & Structure Filters: Match your brand voice to formats that encourage discovery

• Real-time Timing Insights: Post when your niche is most engaged

• Visual + Caption Guidance: Get examples of trending captions, overlays, and text structures that perform in search

From riding TikTok trends to creating evergreen Reels, Virlo turns casual scrollers into loyal followers. Your audience is out there searching. Make sure they find you. Join Virlo for free today and start creating content that sticks