The Rise of Social Search: Why TikTok and Instagram Are Gen Z’s New Google

Remember when “search” meant typing a question into Google and scrolling past ten blue links for the answer? Well… those days might be behind us.

Take a quick look at a friend’s feed, and you’ll see it: the latest skincare hack, a streetwear drop, or the viral café everyone’s talking about. No Google search required. TikTok and Instagram are doing the work (even before you think of typing it in your search bar). For Gen Z, the feed isn’t simply entertainment; it’s the answer to almost every question. Why should they have to go anywhere else if they want information?

Why social search is taking over

Several factors explain this shift:

• Visual-first discovery: People don’t want to read about a product. They want to see it in action. From a TikTok unboxing to an Instagram Reel styling a new outfit, social search answers in seconds what Google once explained in paragraphs.
• Trust in peers over brands: Gen Z and Gen Alpha are skeptical of traditional advertising. They trust content made by “people like me,” even if it’s unpolished (dare I say: especially when it is unpolished!). A tutorial from a local influencer or a viral Reel from a friend is now more credible than a search ad.
• Algorithmic relevance: Unlike Google, social platforms show answers tailored to culture, location, and interests, meaning trends in the GCC surface faster and feel more personal. A skincare tip trending in Dubai will surface for the right audience, while the same search in L.A. might yield slightly different, locally relevant results. Observing these shifts firsthand, the top agencies and creative media companies in the UAE, track trends and audience behavior in real time, helping ensure creative approaches resonate naturally with the GCC audience.

What this means for brands

Social search is changing the rules of visibility. It’s no longer enough to create beautiful posts. Content now has to be discoverable, helpful, and aligned with how people are searching in the feed. Trends move at the speed of the scroll, and in TikTok and Instagram, what’s relevant can explode in hours. That means brands need agile, platform-native storytelling, with modular content that can remix, evolve, and participate in real time.

Local relevance is key. Social search rewards authenticity, and using Arabic-language content, regional humor, or hyper-local references not only boosts engagement, it also positions your brand at the top of cultural conversations. Observing these shifts, top media production agencies, ensures content resonates naturally.

Content has to be discoverable, not just attractive. Your content must answer questions, solve problems, and fit seamlessly into how people are searching in the feed.

How brands can keep up

• Think like a search engine: Identify the questions your audience is asking and make content that answers them.
• Lead with culture: Trends in the GCC aren’t imported. They’re invented locally. Join the conversation with regional insights, language, and humor.
• Design for the scroll: Quick, clear, visually engaging, and platform-native content performs better than polished hero campaigns alone.
• Measure participation, not just views: In a world where Gen Z participates in search, engagement is more valuable than exposure.

The bigger picture

Social search isn’t a trend. This is how the new generation figures things out. For brands, it means letting go of trying to control the story and instead showing up where people are actually looking. The first result isn’t on Google anymore. It’s the Reel someone just made in their bedroom, and the TikTok someone reposted on their friend’s feed.

Brands that get this (and agencies that pay attention to it) aren’t repurposing a trend; they position themselves inside the conversation, along with their audience.

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