Instagram, TikTok Outpace Google for Gen Z Product Discovery

SAN FRANCISCO, Calif. — Instagram and TikTok have surpassed Google as the primary platforms for product discovery among Gen Z consumers, according to a new survey by GRIN, a creator management platform. The findings highlight a generational shift in how younger shoppers engage with brands and make purchasing decisions.

The survey, which polled over 1,000 U.S. consumers aged 18 to 65+, revealed that 18- to 27-year-olds are more likely to discover new products on social media platforms than through traditional search engines. While Google remains the go-to for older generations—Millennials (42.45%), Gen X (41.1%), and Boomers (55.9%)—Gen Z’s reliance on Instagram and TikTok underscores the growing influence of social search.

“Younger consumers search differently,” the report noted. “They have more widely adopted social search than classic search compared to other generations.” This shift reflects the evolving role of social platforms as discovery engines, where users explore products through influencers, reviews, and peer recommendations.

Among Gen Z, Instagram and TikTok dominate as the top platforms for product discovery, with YouTube also playing a significant role. The survey found that 81% of Gen Z consumers hold a YouTube account, with many engaging with the platform even without logging in. This frequent interaction presents opportunities for brands to connect with younger audiences through video content and influencer partnerships.

The report also identified distinct shopper personas based on social media influence. Approximately 40% of Gen Z respondents were categorized as “highly impressionable shoppers,” meaning social media influenced more than half of their purchases across multiple categories. Another 26% fell into the “selectively impressionable” category, influenced in one to four expense areas.

Trusted sources, such as recommendations from friends, family, and influencers, play a pivotal role in shaping Gen Z’s purchasing decisions. According to the survey, 72% of Gen Z consumers said social media recommendations influenced a recent purchase, with that figure rising to 81% among highly impressionable shoppers. Reviews and testimonials were equally impactful, cited by 72% of respondents.

Influencers also wield significant power, with 66% of Gen Z shoppers saying an influencer recommendation impacted a recent purchase. For highly impressionable consumers, that number jumps to 81%. These insights suggest that businesses must prioritize organic recommendations and positive reviews over traditional advertising to effectively reach Gen Z.

“SEO continues to be a valuable channel, but it’s part of a wider, integrated strategy that’s all about reaching and influencing consumers wherever they are in the buyer journey,” the report concluded. As social media’s influence grows, brands must adapt their marketing strategies to meet Gen Z where they are—on Instagram, TikTok, and beyond.