August 14, 2022

What you need to know

  • TikTok and Instagram are threatening to dethrone Google Search as the go-to search engine among Gen Z users.
  • Nearly 40% of this demographic are searching through TikTok and Instagram instead of Google Search.
  • The search giant is shaking up its core services in order to stay ahead of the competition.

Google is at risk of losing Gen Z to close rivals TikTok and Instagram in the future, as younger users are turning to social apps for online searches. That is why the search giant is now shaking things up to keep pace with the competition.

Prabhakar Raghavan, a Google senior vice president, revealed during the Fortune Brainstorm Tech conference that almost 40% of Gen Z prefers using social apps like TikTok and Instagram for online queries instead of Google Search and Maps (via TechCrunch (opens in new tab)). These apps have become the go-to platforms for many younger users when searching for places to dine, for example, according to Raghavan.