Gen Z apparently trusts ChatGPT more than Google - is this real? How should we adapt?

This is real and probably understated. I work exclusively on youth marketing, and here’s what I see daily:

How Gen Z actually searches:

It’s not one platform - it’s a ecosystem:

• ChatGPT/Perplexity - “What should I buy?” / “Explain X to me”
• TikTok - “Show me how” / “What’s trending?”
• Reddit - “What do real people think?” / “Is this actually good?”
• Google - Specific lookups, local search, directions

They context-switch based on information type needed.

Why this matters:

If you’re only optimizing for Google, you’re optimizing for only part of their journey - and often not the discovery part.

What’s working:

1. AI visibility (cited in ChatGPT/Perplexity responses)
2. TikTok presence (not just ads - actual content)
3. Reddit authenticity (real community participation)
4. Instagram for visual brand identity

Single-channel strategies are dead for this demographic.

Higher ed marketing perspective. We market to 16-22 year olds constantly.

What we’ve observed:

When prospective students research colleges, their journey is:

1. Ask ChatGPT for initial recommendations/comparisons
2. Watch TikTok campus tours and day-in-the-life content
3. Check Reddit for “honest” opinions (r/ApplyingToCollege is massive)
4. Maybe visit our website directly after all that

Google search happens, but it’s often AFTER they’ve already formed opinions from AI and social.

The implication:

We’re now creating content specifically for AI citation (comprehensive FAQs, data-rich comparison pages) AND for TikTok (student-created content) AND for Reddit (authentic participation by alumni).

Our Google SEO budget is stable, but we’ve added significant resources to these other channels.

CPG brand marketing here. The shift is very real for our category.

How Gen Z discovers products:

1. See it on TikTok (influencer or organic)
2. Ask ChatGPT “Is [product] worth it?”
3. Search Reddit for “[product] review reddit”
4. Check Instagram for lifestyle fit
5. Maybe Google to find where to buy

Our adaptation:

• TikTok creator partnerships (not just ads)
• AI visibility monitoring with Am I Cited
• Reddit presence through genuine participation
• Instagram aesthetic optimization

The hardest part:

You can’t fake it. Gen Z has a finely tuned BS detector. Inauthentic brand participation gets called out immediately.

Authenticity is the strategy. Everything else is tactics.

Tech startup perspective. Our product targets 18-30 year olds.

What we’ve learned:

Traditional SEM and SEO still matter for conversions. People who know what they want still Google it.

BUT for discovery and consideration, it’s all AI and social.

The split:

• Discovery: AI + Social (this is where we focus now)
• Evaluation: Mixed (AI, Reddit, our site)
• Conversion: Still often Google (branded search) or direct

Resource allocation shift:

• 2023: 80% Google, 20% other
• 2025: 50% Google, 50% AI + social

We didn’t abandon Google. We just added new channels for the awareness and consideration phases.

Retail brand targeting Gen Z. Some practical observations:

What “TikTok search” actually means:

It’s not just the search bar. It’s the whole algorithmic discovery experience. Gen Z “searches” by scrolling their For You page and finding content about topics they’re interested in.

Implications:

“Search optimization” for TikTok means creating content the algorithm will surface to interested users - not just keyword targeting.

What works:

• Educational/entertaining content about our products
• Behind-the-scenes authenticity
• User-generated content amplification
• Trend participation (carefully)

What doesn’t:

• Corporate-feeling content
• Hard sells
• Inauthentic trend-jacking
• Ignoring comments and community

Counterpoint: B2B marketing perspective.

Even Gen Z professionals still use traditional search for work purposes. When they’re buying B2B software or making professional decisions, behavior is different than consumer purchasing.

What I’ve observed:

• Personal purchases: AI + Social dominant
• Professional decisions: Still heavily Google + LinkedIn

The nuance:

Don’t overcorrect if you’re B2B. Yes, adapt. But Gen Z at work doesn’t behave exactly like Gen Z as consumers.

That said, ChatGPT for B2B research IS growing. “What’s the best CRM for startups” is absolutely happening in AI. So AI visibility matters even for B2B.

Social media strategist. Let me break down the platform-specific behaviors:

TikTok (visual answers):

• “How to style X”
• “What to pack for Y”
• “Day in the life of Z”

Reddit (authentic validation):

• “[Product] worth it?”
• “[Company] reviews from employees”
• “Best [category] for [use case]”

ChatGPT (synthesized recommendations):

• “Compare X vs Y vs Z”
• “What should I consider when buying X?”
• “Explain [topic] simply”

Instagram (identity/lifestyle fit):

• “Does this match my aesthetic?”
• “What are people like me using?”

Each platform serves different needs. Brands that understand this create platform-specific content rather than repurposing the same content everywhere.

This thread is incredibly clarifying. Here’s my synthesis:

Key realizations:

1. It’s not either/or - Gen Z uses multiple platforms for different purposes
2. Discovery has shifted - AI and social dominate awareness/consideration
3. Google still matters - especially for conversion and local
4. Authenticity is non-negotiable - Gen Z detects and rejects fakeness instantly
5. B2B is different - professional behavior differs from consumer behavior

Our updated strategy:

1. AI visibility - Optimize for ChatGPT/Perplexity citations (using Am I Cited for tracking)
2. TikTok presence - Genuine content, not just ads
3. Reddit authenticity - Real participation, not astroturfing
4. Instagram aesthetics - Maintain visual brand identity
5. Google SEO - Still important, but now one channel among many

The meta-insight:

We need to be present across the entire discovery ecosystem, not just at the conversion point. Gen Z’s opinions form before they reach Google.

Thanks everyone for the reality check.

Looking ahead: this isn’t just a Gen Z thing.

Millennials are already following similar patterns. Gen Alpha (currently kids) will be even more AI/social native.

The trajectory:

What Gen Z does today, everyone does in 5-10 years.

Historical precedent:

• Gen Z adopted social media first → now universal
• Gen Z adopted mobile-first → now everyone expects mobile optimization
• Gen Z adopting AI-first search → this will become universal too

We’re not adapting to a niche demographic. We’re adapting to the future of how everyone will search.

Practical implementation question: How do you resource this?

We can’t suddenly double our marketing team to cover all these new channels.

What’s the priority order if you have limited resources?