SEO Shift to Social Media: Where Gen Z Starts Their Search in 2025

Once upon a time, "Google it" was the universal response to curiosity. However, by 2025, Gen Z is rewriting the rules of search, and the new SEO is no longer just search engine optimization. It's social media optimization.

Welcome to the era where TikTok is the new Google.

From Search Engines to Scroll Engines

Recent studies confirm what marketers have long suspected: Gen Z now turns to social media before Google for product research, recommendations, and decision-making. Sprout Social Q2 2025 Pulse Report reveals:

• 41% of Gen Z go to social media first for information

• 37% specifically use social platforms to find product reviews and recommendations

In other words, your TikTok strategy is your SEO strategy.

What Does "SEO" Mean in the Age of TikTok?

In the past, SEO was primarily focused on keywords, backlinks, and page rankings. But on platforms like TikTok, Instagram, and YouTube, discovery is driven by trends, creators, and algorithms that favor engagement over metadata. Let's break it down:

Old SEO Tactic 

Keyword-stuffed blog posts

Meta titles & descriptions

Backlink strategies

Website indexing

New Social SEO Shift 

Short-form video with trending hashtags

Captions, hooks, and on-screen text in Reels/Shorts

Influencer duets, collabs, and user-generated tags

Platform algorithm signals (watch time, comments)

Platforms Leading the Shift

TikTok

• Product searches start here.

• Hashtags like #TikTokMadeMeBuyIt have garnered over 50 billion views.

• Gen Z searches "best laptop for college" or "top skincare 2025" in TikTok's search bar before ever visiting a website.

YouTube

• The platform for in-depth research.

• Perfect for tutorials, product comparisons, and long-form content that builds trust.

• Still ranks as a search-first destination for higher-consideration products.

Instagram

• Still a discovery engine for fashion, lifestyle, and beauty.

• Visual-first with influencer validation.

• Reels, Carousels, and Stories now serve as SEO-friendly brand entry points.

Why Social SEO Matters for Brands Now

• You're invisible if you're not searchable on social: Gen Z doesn't just scroll, they search within social platforms using keywords, hashtags, and niche communities.

• Videos are now the first impression: Your brand's first interaction with a customer may be a 15-second video, not your homepage.

• Authenticity wins over authority: Instead of reading an article, Gen Z watches a stranger on TikTok explain why your product is great… or not.

So, What Should You Do?

If you're still investing only in website SEO, you're missing the moment Gen Z makes their decisions. The time to adapt is now, not tomorrow or next year. Here's how to adapt:

1. Use platform-native keywords: Optimize TikTok and Instagram captions like you would a headline.

2. Focus on "social-first" content: Shift from blog posts to short, relatable videos and visual stories.

3. Leverage creators, not just copywriters: Your SEO now depends on the people your audience trusts.

4. Track trends like you track rankings: Use TikTok trends, audio clips, and hashtags as part of your content strategy.

Final Takeaway

Search hasn't disappeared; it's just evolved.

If TikTok is the new Google, then content creators are the latest SEO experts.

If TikTok is the new Google, then content creators are the latest SEO experts.

Check out how we're adapting to the shift:

• TikTok @rafflesjakarta

• Instagram @rafflesjakarta

• YouTube Raffles Jakarta

Where do your searches start these days, in a browser bar or a social feed?

Please share your thoughts in the comments; we'd love to hear what you have to say.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Sprout Social. (2025). How Gen Z uses social media for product discovery and purchasing. Retrieved July 23, 2025, from https://sproutsocial.com/insights/gen-z-social-media/

Vogue Business. (2024, October 19). The Vogue Business TikTok trend tracker. Retrieved July 23, 2025, from https://www.voguebusiness.com/fashion/the-vogue-business-tiktok-trend-tracker