Generation Z search engines and their relationship with branding
For decades, Google has been the undisputed tool for searching for information on the Internet. However, with the arrival of Generation Z (those consumers born between the 90s and 2010) social networks, and especially TikTok, have become primary sources of information. This paradigm shift not only represents a technological transformation, but also a cultural one, which is redefining the way in which young people consume, share and validate information.
If we relate this trend to the transformation that traditional marketing has undergone since the appearance of Generation Z in the market, we discover that a solid network strategy aligned with today is essential for our brand to resonate with the ideals of this decisive niche.
Generation Z and its relationship with information
Generation Z has grown up immersed in a digital environment. From an early age, they have had access to smart devices, social networks and an inexhaustible amount of online data. This familiarity with technology has shaped the way they interact with information. Unlike previous generations, who relied on encyclopedias, books and search engines like Google, Zs prefer more visual, fast and entertaining sources. For this generation, information consumption is not separated from entertainment. The short and attractive videos offered by platforms such as TikTok satisfy your preference for digestible content in a few seconds.
TikTok as a search engine
One of the key factors in TikTok’s success as an information source is its algorithm. While Google classifies results based on factors such as SEO and keywords, TikTok uses a system based on user interaction and behavior. This means that young people receive content that not only answers their query, but is also aligned with their interests and preferences. This more human and narrative presentation is very attractive to Generation Z, who value authenticity and personalized recommendations.
However, the decline of Google as a primary source of information among young people is not only due to the rise of TikTok, but also to limitations inherent to its model. For example, Google search results are dominated by paid ads and pages optimized for SEO. Which conveys a misleading impression.
The Future of Information in the Age of Social Media
As Generation Z matures and their influence grows, technology companies and platforms will have to adapt to their preferences. Companies must also optimize their content strategy to take advantage of these new platforms as search engines. For example, brands such as Zara, Iberia and Estrella Damm have stood out on social networks thanks to their creative and well-directed content.
Zara uses TikTok to present its collections in an innovative way, while Iberia generates attractive videos that inspire people to travel. For its part, Estrella Damm is committed to storytelling to connect emotionally with users. These examples demonstrate how companies can optimize their network presence to capture the attention of Generation Z, generating greater interaction and loyalty to their brands.
Conclusion
The transition from Google to TikTok as a primary source of information for Generation Z represents much more than a change of tool. It is an example of how young people prioritize authenticity, personalization and interactivity in their search for knowledge. While Google remains a powerful tool, its dominance is no longer absolute.
The technology giant is already taking steps to regain some of its relevance among young people, integrating more visual functions and betting on video content in tools such as Google Maps and YouTube Shorts. However, the question remains whether these efforts will be enough to compete with the appeal of platforms such as TikTok.
On the other hand, TikTok also faces challenges. The growing concern about disinformation and the lack of regulation could affect your reputation as a reliable source of information. To maintain your position, you must find a balance between the creative freedom of users and the implementation of mechanisms that guarantee the veracity of the content.
