Dinner ideas… 

Taylor Swift’s new song… 

Halloween costumes for kids… 

Video tutorials…  

Product searches and reviews… 

Find a local business… 

Where would you personally type in those or other searches? And for all the marketing hiring managers and marketing professionals out there, where are today’s businesses posting their content to find and engage ideal customers? 

There are many answers to those questions because there are so many places and ways to search in today’s multi-platform search ecosystem. Plus, demographics play a big role in where consumers and businesses gather. 

“If you’ve noticed your teenage cousin searching for the best brunch on TikTok instead of Google, you’re not imagining things. For Gen Z – the first true digital natives – search as we know it is being flipped on its head. Traditional search engines like Google are quickly being replaced by platforms like TikTok, Instagram, and even YouTube as the go-to tools for discovery.” – Lemonade Digital Marketing Agency 

Trends are changing fast for finding information online 

There’s no question that Google search remains a dominant search engine, but it’s no longer the sole go-to option it once was. Consumers are conducting searches across many platforms, websites, and tools, and the shift has been relatively quick. 

For example, we polled our Goodwin Recruiting LinkedIn audience earlier this year, asking which of these platforms they use for online searches: Google, YouTube, or TikTok? At the time of our poll, someone posted in the comments, “TikTok isn’t a search engine.” Yet looking at where things stand in the world of online search, it certainly has become one! 

According to a recent survey conducted by Adobe Express, “Nearly half of US consumers now use TikTok as a search engine, drawn to its short-form videos, personalized content, and authentic storytelling, and that number has jumped nearly 20% in just two years.”  

Search engine optimization (SEO) is evolving into searchable videos 

People are increasingly using social media platforms to discover and research products, find recommendations and reviews – and learn how to do things. Take my son, for example, who recently injured his leg. When we arrived home from the doctor’s office with his new crutches in tow, we searched TikTok for “How to use crutches.” 

Posts from a variety of TikTok users popped up in response to our query, showing how to use crutches, the best way to hold them, how to swing an injured leg or foot through them, and much more. Being able to see those video examples, rather than reading through text, really helped my son wrap his head (and leg!) around the best way to maneuver his new support tools and get around.  

“Video-first platforms are becoming part of routine information seeking for many consumers. — Adobe Express Consumer and Business Survey 

Speaking of searchable videos, YouTube is interesting because it doesn’t fit neatly into either a “search engine” or “social media” bucket – yet it is a massive source of video tutorials. 

People enter search queries as they do with Google, but again, they often come to YouTube because they want the answer demonstrated rather than described. In a 2025 SEO Research Study, 68% of people ages 16-27 said they use YouTube to search for information online, compared with 65% for Instagram and 58% for TikTok. 

Where consumers go, businesses are wise to follow 

The Adobe Express Consumer and Business Survey cited that among the small business owners they surveyed, 58% had used TikTok for business promotions, and more than a third (38%) relied on TikTok influencers for product sales or promotions in 2026 (up from 25% in 2024). Other search platforms, socials, and AI search tools are being used more by companies for the same purposes. 

If you are a marketer, you may be familiar with the term Search Everywhere Optimization (or SEOx or SEvO). In today’s marketing world, it means creating and deploying content that elevates you in search results, and that works across different platforms where your customers are actively searching for what you offer. 

Meet your customers where they are 

Whether your best search platforms or methods include Google, TikTok, Instagram, YouTube, AI chatbots, AI agents, or even Amazon, all are profitable and satisfying discovery engines.  

If you can create a steady flow of content and interaction across a variety of platforms that are most relevant to your organization and offerings, you’ll find greater success in the long run. After all, consumers are looking for you, too.  

Primary search tools across generations 

Here’s a general overview of audiences by age range and which socials they primarily use for searches:  

• Gen Z (Ages 18–27): Primary search tools include TikTok and Instagram, which are often used before Google for lifestyle, local discovery, and product recommendations.
• Millennials (Ages 30–44): Primary search tools include a hybrid approach using Google, YouTube, and social platforms like Instagram and Facebook.
• Gen X (Ages 45–60): Primary search tools here strongly lean toward traditional engines like Google and Bing.  
• Baby Boomers (Ages 61+): Primary search tools default to Google, Bing, or Yahoo. 

Compete and grow with a digitally savvy marketing team 

Connect with the Goodwin Recruiting Marketing Recruitment division If you’re looking for an expert marketer to join your team. In addition to sourcing highly experienced executive talent, we also specialize in placing digital and creative talent. 

Since technology is changing everything, here are some of the roles we fill with professionals who are experts in the new and future world of online search: 

• Digital Marketing Specialists  

• SEO Managers  

• Paid Media and Paid Ads Managers  

• Social Media Managers  

• Email and Lifecycle Marketers  

• Demand Generation and Growth Marketing Professionals  

• Marketing Analytics and Performance Specialists