A major generational shift is underway, reshaping how people find information, make decisions, and interact with brands. According to Sprout Social’s latest report, Gen Z is no longer just using social media for entertainment—they’re turning to it first for answers, transforming platforms like Instagram, TikTok, and YouTube into their preferred search engines.
As many as 41% of Gen Z now start their searches on social media, far outpacing traditional search engines (32%), AI chat tools (11%), and even advice from friends and family (9%).
“Largely driven by Gen Z, social is becoming the new search engine,” said Scott Morris, chief marketing officer of Sprout Social. “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. For marketers, this means making social the front-line channel for building awareness, managing perception, engaging with customers, and receiving feedback. Social is where discovery happens now, making it the future of business.”
This behaviour is redefining the digital landscape, with younger generations trusting social media not only to deliver fast answers but also to offer authentic, relatable insights. Social platforms are increasingly seen as trustworthy spaces to explore new ideas, discover products, and connect with communities, and this shift is driving real results for brands.
The survey found that 76% of all users say content on social (including ads, influencer posts, and branded content) has influenced a purchase in the past six months. That influence jumps to 90% for Gen Z and 84% for Millennials, making social not just a channel for marketing, but a core engine of commerce.
Why Gen Z starts with social
The findings highlight a deeper trend: people, especially Gen Z and Millennials, aren’t just using social to scroll. They’re using it with intention—to learn, to grow, and to make better decisions. Whether it’s searching for product reviews, financial tips, or local restaurant recommendations, social platforms are becoming the go-to source. 37% of users across age groups turn to social first when looking for product reviews, and 35% use it first to find nearby activities and places to eat.
Social media today isn’t just about following—it’s about curating. Gen Z and Millennials are building feeds that reflect their identities, values, and interests, and the result is a digital space that feels more personal and trustworthy than traditional search engines.
Social Media is More Than Just Information
While social media has often been scrutinised for its impact on mental health, the survey reveals a more nuanced reality, especially among younger users. Across the board, people are reporting meaningful benefits from their time online:
- 60% of users say social has had a positive impact on their mental health over the past six months, compared to just 18% who say it’s had a negative impact. That number climbs to 68% for Millennials and 71% for Gen Z.
- 47% report better financial decision-making as a result of their time on social, including 62% of Gen Z.
- 53% of all users say their social lives have improved thanks to social media, including 64% of Gen Z.
Additional Highlights
Facebook (81%), YouTube (71%), and Instagram (66%) remain dominant, with YouTube climbing in popularity.
A growing number of users, especially Gen Z and Millennials, are migrating toward community-based platforms like Reddit (63%) and creator platforms like Substack and Patreon (over 50%).
The top content categories driving engagement include recipes, entertainment recommendations, music, and lifestyle content across fashion, wellness, and travel.
In short, the way people use the internet is changing, and social media is at the centre of that change. For Gen Z and Millennials, it’s not just where they connect—it’s where they decide. Brands that don’t show up in the scroll may not show up at all.