TikTok Is Killing Google for Gen Z: How 60-Second Clips Win Over Search Engines

Yesterday, I wanted to find a chill coffee shop in the big city to snap some pics. My instinct was to type it into Google. But my fingers just opened TikTok instead and I searched "aesthetic coffee shop big city." 30 seconds later, I had 5 spots with video reviews, prices, and gorgeous lighting. Google? Yeah, I’ll pass.

This isn’t just me flexing. According to Pew Research 2024, nearly 40% of Gen Z uses TikTok and Instagram instead of Google for info. In Vietnam, that number is even higher — Google’s search bar is becoming a “boomer thing.”

TikTok Isn’t Search — It’s a Show

Google gives you 10 blue links with a meta description. You have to click, read, scroll, and then decide. Takes like 5 minutes.

TikTok? It shows you right away. Is the coffee shop pretty? Is it crowded? What are the drinks like? Are the staff friendly? All of that in 30 seconds of someone demoing it right in front of you. You don’t have to trust some random text review on a food site — you see it with your own eyes.

That’s why “TikTok-first” has become the default reaction when searching for stuff: restaurants, recipes, makeup dupes, English learning apps, hostels in Bali, how to deal with your crush. Everything.

I remember last month, a Millennial coworker asked me how to make a resume, and I told her, “just hop on TikTok and search ‘CV Gen Z Vietnam’.” She looked at me like I was speaking a different language. That’s the generational gap.

Why Google Is Losing

Google’s biggest problem right now is ads. The top 4 results are ads, and then there’s a featured snippet that’s so optimized for SEO you still don’t know what’s going on. TikTok, on the other hand, pushes content right in your face — no waiting.

Plus, Gen Z doesn't trust text anymore. A 1500-word blog post about “the prettiest coffee shop in the big city” could just be an affiliate post. But a TikTok video of someone vibing at the shop, showing the real deal, vibes, and actual staff → feels 100 times more trustworthy.

And don’t get me started on the algorithm. TikTok’s For You Page knows you’re into Y2K aesthetics, don’t like crowded places, or prefer coffee alone in the morning. When you search, it gets your vibe. Google just matches keywords.

The Downside: TikTok Info Can Be Wrong

I won’t deny it. TikTok is full of misinformation — especially in health, finance, and academics. A 60-second video can’t cover all the nuances.

But Gen Z knows that. They’re not using TikTok to learn philosophy or self-diagnose (well, some might). They’re using it to discover — to find new things, quickly filter, and see if it vibes. When they need to dive deeper, they still open Wikipedia, Reddit, or ask ChatGPT.

TikTok isn’t replacing Google in all areas — just in the “find what you like” section.

What Should Vietnamese Businesses Do?

If you’re running a coffee shop, a fashion brand, or a course, and only investing in Google SEO → you’re totally missing out on the under-25 crowd.

Right now, brands in Vietnam that are killing it — like Cocoon, Bobapop, Phê La — see TikTok as their primary channel. They’re not running flashy ads; they’re pushing UGC, micro-influencers, and behind-the-scenes content. Gen Z sees real people + real products → they buy.

On the flip side, old-school brands just post pretty posters on Facebook → no one clicks. Because there’s nothing to watch.

So, here’s a question for you to ponder: when was the last time you Googled something for the vibes — not just some technical info?