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?)

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?