Where Else Might Gen Z Search Beyond TikTok?

Whether TikTok is here to stay or not, Gen Z won't stop searching. Brands must stay flexible, meeting their audiences wherever they go. Here's what marketers need to know.

Whether you're a TikTok enthusiast or still think of it as a Kesha song, you've likely heard the news: TikTok went dark in the U.S. on January 18th. The app has since been reinstated, but its long-term future is still uncertain.

Whatever happens next, this is a big moment. TikTok has transformed how Gen Z discovers information, makes purchases, and engages with brands. (When's the last time someone under 20 told you they "Googled" something?)

As of April 2025, there is continued uncertainty around TikTok's future availability in the U.S., and while the app remains accessible for now, many users and brands are starting to think ahead. So, with the long-term fate of TikTok up in the air, where might Gen Z turn to search — and how can brands stay ready for the shift?

Here's what to tell your team when they ask about your strategy.

TikTok isn't just a social platform — it's become a powerful search engine. In 2023, 40% of Gen Z preferred TikTok and Instagram for online searches over Google (Google's own data). From product recommendations to how-to videos, TikTok's bite-sized, engaging content set the standard.

If TikTok goes offline again, this search behavior won't vanish. It'll adapt.

Even if a ban is temporary (or halted), Gen Z already uses a mix of channels. Over half (51%) of Gen Z start their searches outside traditional search engines. This diversification makes it crucial for brands to maintain accurate information across platforms.

Here are the top contenders to watch:

Instagram Reels and YouTube Shorts: Bite-sized video content isn't going anywhere. Gen Z already turns to Instagram Reels and YouTube Shorts for trends, products, and recommendations. YouTube, with its 2 billion+ active users, is especially critical — it seamlessly integrates with Google Search.

Reddit: Known for authenticity, Reddit remains a hub for unfiltered opinions and niche communities. Many Gen Z users already add "Reddit" to the end of their searches for honest advice or reviews.

Review sites: Reviews drive trust. Gen Z leans on platforms like Google Reviews, Yelp, and niche sites to validate purchase decisions. If TikTok fades, expect these platforms to see a surge in activity.

Hoping TikTok sticks around? Same. But no matter what happens to TikTok, the lesson is clear: your strategy can't hinge on one platform.

The digital landscape is constantly evolving — just like it did when Google replaced "Ask Jeeves" or Instagram pulled Millennials from Facebook. Here's my advice on how to prepare your brand for whatever comes next:

1. Embrace a multi-channel approach: No one can predict the next TikTok, but diversifying your brand's presence across video-heavy platforms (like Instagram and YouTube) is key. Maintain accurate listings and stay active on review platforms to capture attention wherever customers search.

2. Prioritize local SEO: Gen Z values nearby, in-the-moment experiences. Optimize your local search strategy to capture their intent and drive foot traffic.

3. Invest in short-form video content: Wherever Gen Z goes, short-form video will follow. Test formats that are fast, engaging, and educational.

4. Lean into authenticity: Forget overly polished ads. Gen Z craves user-generated content and relatable storytelling.

5. Monitor traffic trends: Stay tuned into where your audience is shifting. Analyze view counts, engagement metrics, and referral sources regularly — and adjust your strategy to match.

A potential TikTok ban represents a massive shift — but it's also an opportunity for innovation. By leveraging a digital presence platform that equips you to engage customers across channels, you can stay ahead — no matter where Gen Z goes.

The real question isn't if Gen Z will search — it's where. Will your brand be there to meet them?