It’s virtually impossible to imagine the past two decades of surfing online without search. Companies like Google and Bing have successfully built immense (and lasting) value around it. But things are changing — and they are changing quickly.

Today's search landscape has shifted significantly. More and more users — with GenZ in the lead — turn to social platforms like TikTok and Instagram to search for the answers they are looking for. Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google's internal data. For a generation that seeks authenticity and hates overly promotional ads, TikTok’s and Instagram's search experience has the advantage of being more visually engaging, socially validated, and providing more pertinent answers many GenZ users seek.