Social media has surpassed traditional search engines as the primary information source for Gen Z, according to new research from Sprout Social. The company’s “Q2 2025 Pulse Survey” reveals that consumer search behavior is shifting, with far-reaching implications for marketers and businesses.
When seeking information, 41% of Gen Z turn to social platforms first, compared to 32% who use traditional search engines, 11% who use chat-based AI tools, and 9% who consult friends or family. This preference extends beyond Gen Z, with 37% of consumers across all age groups choosing social media as their primary source when searching for product reviews and recommendations, while 35% use it as their initial point of reference for finding local restaurants and activities.
“Largely driven by Gen Z, social is becoming the new search engine,” said Scott Morris, Sprout Social’s Chief Marketing Officer. “This shift is transformative, not just for social media, but for commerce and business overall, because it’s changing how consumers discover products and brands.”
Impact on Purchase Behavior
The research indicates this shift directly affects purchasing decisions. According to the survey, 76% of respondents report that social media content influenced a purchase in the past six months, with this figure rising to 90% among Gen Z and 84% among Millennials.
This aligns with findings from other industry research. Creator management platform GRIN notes that Instagram (30.4%) and TikTok (23.2%) now lead product discovery for Gen Z consumers aged 18-27, with Google falling to third place.
As search behaviors change, Sprout Social’s “2025 Content Benchmarks Report” shows brands adjusting their strategies. Companies are publishing fewer posts (9.5 per day across networks in 2024, a decrease from 2023) while experiencing increased engagement rates, with average inbound engagements rising from 70 per day in 2023 to 83 in 2024.
Sprout Social notes that video content continues to dominate, with percentage increases observed across Facebook, Instagram, and X. On Instagram specifically, Reels and Carousel posts experienced steady growth, while single-image posts declined by 7% from 2023.
The changing search behavior coincides with the growing influence of content creators. According to separate research from Stripe Theory, 73% of consumers turn to creators for purchase decisions.
This trend has prompted major platforms to enhance their search capabilities. Instagram head Adam Mosseri recently acknowledged that the platform’s content search capabilities need improvement, stating, “We’re starting to invest more in search on Instagram because there’s so much amazing content.”
Platform Preferences
Facebook (81%), YouTube (71%), and Instagram (66%) remain the top platforms according to Sprout’s survey, with YouTube moving up to second place. The research also indicates 51% of global users plan to spend more time on community-based platforms like Reddit in the next six months, with this number rising to 63% for Gen Z and Millennials.
As this shift continues, challenges emerge for content creators. Cloudflare CEO Matthew Prince recently warned that AI search patterns are disrupting content economics, with fewer visitors being directed to original content sources despite increased content scraping by search and AI platforms. Nevertheless, Prince suggested that exclusive, specialized information would remain monetizable.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
Social media has surpassed traditional search engines as the primary information source for Gen Z, according to new research from Sprout Social. The company’s “Q2 2025 Pulse Survey” reveals that consumer search behavior is shifting, with far-reaching implications for marketers and businesses.
When seeking information, 41% of Gen Z turn to social platforms first, compared to 32% who use traditional search engines, 11% who use chat-based AI tools, and 9% who consult friends or family. This preference extends beyond Gen Z, with 37% of consumers across all age groups choosing social media as their primary source when searching for product reviews and recommendations, while 35% use it as their initial point of reference for finding local restaurants and activities.
“Largely driven by Gen Z, social is becoming the new search engine,” said Scott Morris, Sprout Social’s Chief Marketing Officer. “This shift is transformative, not just for social media, but for commerce and business overall, because it’s changing how consumers discover products and brands.”
Impact on Purchase Behavior
The research indicates this shift directly affects purchasing decisions. According to the survey, 76% of respondents report that social media content influenced a purchase in the past six months, with this figure rising to 90% among Gen Z and 84% among Millennials.
This aligns with findings from other industry research. Creator management platform GRIN notes that Instagram (30.4%) and TikTok (23.2%) now lead product discovery for Gen Z consumers aged 18-27, with Google falling to third place.
As search behaviors change, Sprout Social’s “2025 Content Benchmarks Report” shows brands adjusting their strategies. Companies are publishing fewer posts (9.5 per day across networks in 2024, a decrease from 2023) while experiencing increased engagement rates, with average inbound engagements rising from 70 per day in 2023 to 83 in 2024.
Sprout Social notes that video content continues to dominate, with percentage increases observed across Facebook, Instagram, and X. On Instagram specifically, Reels and Carousel posts experienced steady growth, while single-image posts declined by 7% from 2023.
The changing search behavior coincides with the growing influence of content creators. According to separate research from Stripe Theory, 73% of consumers turn to creators for purchase decisions.
This trend has prompted major platforms to enhance their search capabilities. Instagram head Adam Mosseri recently acknowledged that the platform’s content search capabilities need improvement, stating, “We’re starting to invest more in search on Instagram because there’s so much amazing content.”
Platform Preferences
Facebook (81%), YouTube (71%), and Instagram (66%) remain the top platforms according to Sprout’s survey, with YouTube moving up to second place. The research also indicates 51% of global users plan to spend more time on community-based platforms like Reddit in the next six months, with this number rising to 63% for Gen Z and Millennials.
As this shift continues, challenges emerge for content creators. Cloudflare CEO Matthew Prince recently warned that AI search patterns are disrupting content economics, with fewer visitors being directed to original content sources despite increased content scraping by search and AI platforms. Nevertheless, Prince suggested that exclusive, specialized information would remain monetizable.
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