By skyforbes 
Summary
Gen Z increasingly prefers TikTok and Instagram over Google for searches related to dining, travel, and lifestyle, prompting Google and startups to pivot their search strategies toward visually immersive and community-driven experiences.
Gen Z’s Search Shift: How TikTok is Replacing Google for Dining and Travel Recommendations
When deciding where to grab dinner or plan a weekend getaway, do you instinctively turn to Google, or has social media become your go-to resource? Surprisingly, younger audiences — particularly Gen Z (ages 18–24) — are turning to platforms like TikTok and Instagram for recommendations. According to Google’s Senior Vice President, Prabhakar Raghavan, about 40% of Gen Z prefer TikTok or Instagram over traditional Google Search or Google Maps for restaurant recommendations.
Traditional Search: Stuck in the Past?
Search methodologies have remained largely unchanged for the past two decades — type keywords, sift through results, and find the information. Gen Z users, however, demand a more engaging, immersive experience to discover new content. Traditional map apps mimic static, paper-based navigation, an outdated concept for mobile-native Gen Z. Recognizing this, Google recently introduced augmented reality (AR) navigation, allowing users to interact visually with their surroundings rather than simply staring at maps.
TikTok Emerges as Gen Z’s New Search Engine
A recent New York Times article highlighted this shift, illustrating how younger users leverage TikTok for highly personalized, practical information — such as drafting requests for school recommendation letters. Unlike conventional websites, TikTok creators offer digestible, trustworthy, and relatable content that resonates more deeply with Gen Z.
Mashable noted a similar trend, observing that topics like recipes, restaurant recommendations, and travel advice dominate TikTok searches. These topics lack definitive answers, requiring diverse viewpoints rather than generic listings. Rather than wading through long-winded articles or SEO-driven content, young users prefer the rapid, engaging, and visually rich experiences provided by TikTok creators. Short-form videos quickly convey key points, helping users rapidly sift through multiple perspectives and zero in on what’s relevant.
From “Search” to “Discovery”
Google excels at direct, purpose-driven searches — weather forecasts, capital cities, population statistics — but today’s online environment includes many casual explorers (“wanderers”) interested in discovering something new without a precise question in mind. For these users, a structured exploration system matters more than keyword-based queries.
In response, Google’s latest updates, unveiled at its Search On event, emphasize visual discovery and dynamic interaction. The new “Neighborhood Vibe” feature highlights local cafes, parks, and popular hangouts, offering users a visual sense of place. Additionally, Google’s “Exploration” feature presents travel-related search results in a scrolling mosaic of images, videos, and quick information bites, enabling users to explore and stumble upon unexpected inspirations — much like TikTok or Instagram.
Why the focus on visual discovery? If Gen Z continues shifting their initial searches to TikTok or Instagram, Google risks losing valuable advertising revenue and future monetization opportunities.
Monetizing Video Search
Venture capital firm Andreessen Horowitz analyst Connie Chan recently explored video search monetization strategies, highlighting how this behavior is already mainstream in China. Douyin (the Chinese counterpart of TikTok) has perfected a mature business model where creators can tag restaurants, stores, or attractions within videos, seamlessly linking users to pages offering immediate purchasing options.
While Google Maps and Yelp excel at deliberate, goal-oriented searches, TikTok-style video searches cater to passive discovery — unearthing restaurants or activities users didn’t know they wanted. This approach significantly shortens the journey from inspiration to transaction.
Flavrs: TikTok for Foodies
New startups are seizing opportunities from this shift toward visual discovery. Flavrs, a TikTok-inspired platform dedicated to culinary content, offers short-form cooking videos from popular chefs and creators, accompanied by easy-to-follow recipes. Integration with grocery delivery services like Instacart allows users to effortlessly add ingredients to their shopping carts while watching.
Flavrs recently secured a $7 million seed investment round, led by Andreessen Horowitz. Connie Chan, the VC responsible for this investment, noted that Flavrs is among the pioneering Western platforms leveraging video search to simultaneously deliver content and drive e-commerce.