By Vicky Sidler | Published 18 August 2025 at 12:00 GMT

Google may still be the king of search, but for millions of young South Africans, it’s more like that uncle who still insists on using a fax machine.

New research from Warc and TikTok reveals that Gen Z—South Africans aged 12 to 27—are quietly changing the rules, according to MoneyWeb. Nearly half now search more on social and video platforms than they did three years ago. Globally, 86% of Gen Z TikTok users search there weekly, and 35% start searching because of content they see on the platform.

In South Africa, where Gen Z makes up a staggering 46% of the population (about 27.5 million people), this isn’t just a shift in habit—it’s a cultural reset.

TL;DR

• Gen Z is moving from Google to TikTok, YouTube, and Instagram for search.

• Creators are 1.2x more trusted than brands.

• 7 in 10 have bought something they discovered on social/video platforms.

• This is about values, perspective, and authenticity—not just information.

• MAP strategy (Mix, Align, Prime) can help brands adapt.

Need help getting your message right? Download the 5-Minute Marketing Fix.

Table of Contents

Why Gen Z Isn’t Asking Google First:

Search is no longer just a place to type questions—it’s an experience. Gen Z wants discovery to feel natural, social, and relatable. That’s why they’re using TikTok like a search bar.

It’s not just “How do I…?” but “Show me how you…”—and preferably from someone who feels “like me.”

This shift is backed by trust: users are more likely to believe a creator’s claim than a brand’s, and they act on it. Seven in ten say they’ve bought something they first saw on a video or social platform.

What This Means for South African Businesses:

Gen Z isn’t just the largest generational group in Africa—they’re a cultural engine influencing everyone from Millennials to Boomers. Their impact stretches beyond their own wallets: tech, fashion, lifestyle, and even older consumers are following their lead.

They value:

• Authenticity over polish.

• Mental health over hustle culture.

• Purpose-led brands over hollow slogans.

If you’re still pushing sterile ad copy and ignoring social-first discovery, you’re invisible to a generation that now defines the market.

How to Market Where Gen Z Searches:

The Warc-TikTok report recommends the MAP strategy — and yes, it works for small businesses too.

1. Mix:

Diversify across platforms. Don’t abandon Google, but make sure you’re discoverable on TikTok, Instagram, and YouTube. Repurpose content—a single idea can become a short video, a carousel, and a blog post.

2. Align:

Tailor your content to match search intent. On social, discovery often happens before the purchase decision. Think how-to’s, behind-the-scenes, or explainer videos that build trust first.

3. Prime:

Prepare your audience for engagement. Use creators (or be the creator) to show products in real contexts. Make the first few seconds count. And if you’re relying on ads, make them look like the content your audience already enjoys—not interruptions.

Your Next Step:

If your customers are searching with their thumbs, not their keyboards, you need to show up differently.

That starts with a message that’s crystal clear. No algorithm or trend will save you if people don’t instantly understand what you do and why it matters to them.

Need help with that?

👉 Download the 5-Minute Marketing Fix—it’s a quick, free tool to help you craft a one-liner that works everywhere, from TikTok bios to sales calls.

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Frequently Asked Questions

What is Gen Z social search?

Gen Z social search refers to the growing trend of younger consumers using social and video platforms like TikTok, YouTube, and Instagram as their primary search engines instead of traditional tools like Google.

Why is Gen Z moving away from Google?

Gen Z prefers discovery that feels social, relatable, and visual. They trust creators who “feel like me” more than polished brand campaigns, and social platforms offer faster, more personalized results.

How big is Gen Z in South Africa?

Gen Z, aged 12 to 27, makes up 46% of the South African population—around 27.5 million people—making them the largest generational group in Africa.

How does Gen Z’s search behavior affect small businesses?

If your brand isn’t visible on the platforms where Gen Z is searching, you risk missing out on both their direct spending and their influence over older generations’ buying decisions.

Why do creators have more influence than brands?

According to the Warc-TikTok research, users are 1.2 times more likely to believe a claim from a creator than from the brand itself. This trust often leads directly to purchase decisions.

What is the MAP strategy?

MAP stands for Mix, Align, Prime:

• Mix your content across multiple platforms.

• Align with the audience’s search intent.

• Prime users for engagement with relatable, creator-led content.

How can I make my brand stand out on social search platforms?

Start with a clear, concise message, create short-form videos that lead with value, and collaborate with creators or produce authentic, relatable content in-house.

How can I improve my brand’s message for Gen Z?

Use a tool like the5-Minute Marketing Fix to create a one-liner that quickly explains what you do and why it matters—essential for catching attention in social-first search.