How Gen Z actually finds new products

Key Concepts

• Search Everywhere Optimization: The strategy of optimizing content for discovery and purchase across all platforms, not just traditional search engines like Google.
• Discovery Surfaces: Platforms where consumers actively search for and discover products (e.g., Instagram, YouTube, TikTok, ChatGPT).
• Social Commerce: The practice of selling products directly through social media platforms.
• Gen Z Product Discovery: The unique ways Generation Z utilizes platforms like TikTok and Instagram for product research.

The Evolving Search Landscape & Rise of Discovery Surfaces

The traditional search paradigm, centered around Google, is rapidly evolving. Discovery is now fragmented and occurring across a multitude of platforms frequented by consumers. A significant issue is that most brands are limiting their visibility by focusing solely on Google SEO, neglecting these crucial “discovery surfaces.” The video highlights a dramatic shift in how consumers find and research products, moving beyond traditional search engines.

Platform-Specific Search Volume & Consumer Behavior

The scale of search activity on non-Google platforms is substantial. Instagram processes a massive 6.5 billion searches per month, while YouTube handles over 3 billion. TikTok is emerging as a significant force, particularly for Gen Z, functioning increasingly as a product search engine. Furthermore, the integration of AI tools like ChatGPT is establishing it as a trusted source for product discovery.

Data from Hostinger’s 2025 social commerce survey underscores this trend. The study reveals that 82% of consumers utilize social media for product discovery and research. Specifically, YouTube leads product research at 52%, followed by Facebook at 45%, Instagram at 38%, and TikTok at 34%. This data demonstrates a clear preference for video and visually-driven platforms in the research phase.

Gen Z & Platform Dominance

Hostinger’s data further clarifies platform preferences by generation. TikTok and Instagram dominate product discovery among Gen Z consumers, indicating a need for brands to prioritize these platforms when targeting this demographic. This isn’t simply about awareness; these platforms are becoming integral to the entire purchase journey.

From Discovery to Purchase: The Rise of Social Commerce

These platforms are no longer solely discovery channels; they are increasingly becoming direct purchase destinations. Sprout Social reports that a substantial portion of consumers are completing purchases directly within these platforms: 39% of consumers make purchases on Facebook, 36% on TikTok, and 29% on Instagram when they are ready to buy. This signifies a shift towards seamless, in-app purchasing experiences.

Search Everywhere Optimization: A New Imperative

The presenter frames this shift as the need for “search everywhere optimization.” This strategy necessitates optimizing content to rank not just on Google, but across every platform where potential customers are actively searching and discovering products. The core argument is that neglecting these platforms represents a significant missed opportunity for brands to reach their target audience and drive sales.

Synthesis

The central takeaway is that the search landscape has fundamentally changed. Brands must adopt a “search everywhere” approach to optimization, recognizing that discovery and purchase are now happening across a diverse range of platforms. Ignoring platforms like Instagram, YouTube, TikTok, and even emerging tools like ChatGPT will result in lost visibility and revenue. The data presented clearly demonstrates the significant search volume and purchasing activity occurring on these platforms, particularly among younger demographics like Gen Z.