Dorian HermosaGeneration Z is changing the way we discover content online. Gone are the days when Google reigned supreme in the search for information. Today, young people are turning to visual platforms like TikTok, Pinterest or Instagram to unearth the best addresses, get inspired or find answers to their questions. This evolution is forcing brands to rethink their visibility strategies for 2025 and beyond.
TikTok and Pinterest: the new visual search engines
TikTok is much more than a simple dance and meme application. Its integrated search function is in fact a veritable visual discovery engine. Users type in queries such as "best cafés in Paris" or "how to wear cargo pants" and get authentic, original answers in the form of short videos.
On his side, Pinterest remains a must-have for Generation ZIt's a great place to start, especially for lifestyle, fashion and DIY. Its visual exploration-centric interface perfectly matches the search habits of younger users. According to internal Pinterest data, searches are 31% more likely to be about inspiration than direct queries.
For brands, these platforms offer new opportunities:
- On TikTok, authenticity is paramount. Around 4 out of 10 Gen Zers prefer content creators to traditional advertising.
- Branded Mission Ads on TikTok allow brands to partner with creators to produce authentic, engaging content.
- On Pinterest, advertisers can take advantage of advanced targeting options based on interests and keywords.
As a digital marketing specialist, I see that this evolution requires a strategic approach to optimizing brand visibility on these new discovery channels.
YouTube and Reddit: the rise of short videos and community content
YouTube, long a staple of video search engine optimization, is adapting to this new situation with YouTube Shorts. Launched in 2020 to compete with TikTok, this short format now dominates mobile search results on the platform. With over 70 billion daily views, according to Alphabet figures, YouTube Shorts has established itself as a powerful discovery tool.
Reddit, meanwhile, is becoming an essential hub for niche searches, particularly prized by Generation Z communities looking for in-depth opinions or shared experiences. The platform has seen its organic traffic double worldwide since 2022, according to Similarweb. This growth can be explained in part by the evolution of Google's algorithms, which now favor authentic user-generated content.
For brands wishing to target these spaces, authentic engagement is vital. It's about providing real added value rather than just obvious promotions. Here are some effective strategies:
- Creating informative videos for organic SEO on YouTube
- Use Performance Max campaigns to extend product reach on YouTube
- Participate actively in Reddit discussions by contributing relevant expertise
Understanding the changing behavior of Generation Z
Generation Z's preference for these new discovery platforms can be explained by several key factors:
The appeal of visual content : Young people appreciate the immediacy and authenticity of visual formats. Unlike Google, which often requires browsing through pages of text, platforms like TikTok offer instant gratification through videos that show rather than tell.
The quest for authenticity and personalization : Social networks excel at delivering hyper-personalized content, tailored to the preferences of each user. In a context where Generation Z values authenticity, these platforms create an environment where recommendations are more like advice from friends than sponsored results.
Trust in community-generated content : With the proliferation of AI-generated content, the demand for authentic human perspectives has never been greater. TikTok and Reddit thrive on community content, which brings extra credibility. When it comes to reading product reviews or looking for recommendations, Generation Z often favors real-life testimonials over brand messages.
| Platform | Main benefit | Preferred content type |
|---|---|---|
| TikTok | Authenticity and commitment | Short videos, tutorials |
| Visual inspiration | Images, computer graphics | |
| YouTube Shorts | Varied video content | Short clips, vlogs |
| In-depth discussions | Text, AMA, debates |
Strategies for modern brand discovery
Faced with these changes, brands need to adapt their strategies to remain relevant to Generation Z. Here are three key approaches to consider:
1. Developing native content for social networks
It's crucial to create content that fits seamlessly into users' news feeds. For example, use TikTok's built-in editing tools to produce engaging organic posts, which can then be shared on YouTube Shorts. Keep in mind that nearly 50% of TikTok users are under 30. If your target fits this demographic, experimenting with TikTok content in 2025 could prove fruitful.
2. Collaborate with influencers and content creators
Whether you're a B2C or B2B brand, partnering with micro and macro-influencers is a powerful tactic. These creators bring an engaged and loyal audience, enabling you to building confidence and stimulating discovery more effectively than if you acted alone.
3. Expand your paid search campaigns
If you're already investing in Google advertising, consider expanding your presence to YouTube and Pinterest. These platforms offer refined targeting options based on behavior, interests and even search intent. In addition, the Pinterest Trends tool can guide your content creation by highlighting trending searches within specific demographics.
As manager of an agency specializing in traffic acquisition, I can see that adapting to these new trends is crucial to staying competitive. L'Google's generative artificial intelligence is also transforming the research landscape, opening up new opportunities for agile brands.
The rise of TikTok, Pinterest and other non-traditional search platforms is no passing fad. It's a fundamental shift in the way younger generations discover, evaluate and interact with content. To succeed in this changing landscape, brands need to adapt their strategies to each platform. A well-balanced discovery approach, which exploits the unique features and targeting options of each platform, will keep you one step ahead in the race for attention.
