Gen Z Stopped Using Google For Local Search
TL;DR: Gen Z consumers (aged 18-24) now use Instagram (67%) and TikTok (62%) more than Google Search (61%) to find local businesses. Local search behavior has shifted from query-based to discovery-based across multiple platforms. Businesses need visibility on Google, Instagram, TikTok, Yelp, Apple Maps, and Bing Places to reach customers where they're searching.
Core Insights:
67% of Gen Z uses Instagram for local business search, 62% use TikTok, and 61% use Google Search
Gen Z uses Google 25% less than Gen X for local searches
80% of U.S. consumers search for local businesses weekly across multiple platforms
76% of "near me" searchers visit a business within one day
Visual discovery has replaced text-based search for younger consumers
Gen Z customers skip Google when searching for local businesses.
They're finding what they need somewhere else. Most business owners don't know where to look.
I've been tracking local search behavior patterns for the past year. The data shows something interesting. The platform dominance everyone assumes exists has quietly fragmented into something different.
Where Gen Z Searches for Local Businesses
Google still matters. 46% of all Google searches have local intent.
But here's what those statistics hide.
Among consumers aged 18-24, 67% use Instagram to search for local businesses. Another 62% turn to TikTok. Only 61% use Google Search.
Instagram and TikTok have overtaken Google as the primary discovery platforms for the next generation of customers.
Gen Z uses Google 25% less than Gen X for local searches. Nearly 24% of people now say they only or primarily use social media to search online.
Bottom line: The shift from Google to social platforms for local search is complete among younger consumers.
Why Visual Discovery Replaced Text Search
Visual discovery replaced text-based search for younger consumers.
They don't type "coffee shop near me" into a search bar. They scroll through Instagram Reels showing cafe interiors, latte art, and atmosphere. They watch TikTok videos of people reviewing local restaurants. They see their friends tagging locations in stories.
Search behavior has evolved from query-based to discovery-based. Instead of looking for something specific, they encounter businesses while consuming content they already wanted to see.
Here's what matters: Local business visibility now depends on showing up in social content feeds, not search results pages.
How Customers Search Across Multiple Platforms
80% of U.S. consumers search for local businesses weekly across multiple platforms. They don't rely on a single source.
Your customers start on Instagram, verify reviews on Google, check your website, then book through your Facebook page. The customer journey fragments across four or five touchpoints before they walk through your door.
Most businesses optimize for Google and stop there. They're missing 3-4 other platforms where their customers are searching.
The businesses winning local search in 2025 maintain consistent, optimized profiles across these platforms:
Google Business Profile
Instagram
TikTok
Yelp
Apple Maps
Bing Places
Visibility means showing up wherever customers look, not where you assume they look.
What's changed: Single-platform optimization isn't sufficient anymore. Multi-platform presence is the baseline requirement for local visibility.
Why Google Still Matters for High-Intent Searches
Google drives immediate action better than other channels.
76% of consumers who search for "near me" visit a business within one day.
The difference between platforms:
Google captures bottom-of-funnel searches: People use Google when they've decided to buy and need to find where to go
Social platforms capture discovery: People encounter your business before they know they need something
You need both. Google converts immediate intent. Social platforms build awareness to create future intent.
What you need: Optimize Google for conversion and social platforms for discovery. Together, they cover the full customer journey from awareness to action.
What to Do About Multi-Platform Local Search
Local search isn't a Google problem. Local search is a visibility problem across six or seven platforms where your customers spend time.
Your Google Business Profile matters. Optimize it completely. But Google optimization is table stakes now, not a competitive advantage.
The competitive advantage comes from showing up consistently across the fragmented discovery landscape:
High-quality photos on Google Business Profile
Short-form video content on Instagram and TikTok
Complete profiles on Yelp and Apple Maps
Location tags to encourage user-generated content
Consistent NAP (Name, Address, Phone) information across all platforms
Businesses adapting to multi-platform visibility capture customers their competitors don't know exist.
The opportunity: Most businesses optimize only for Google. The gap between where businesses focus and where customers search creates your competitive advantage.
Where Local Search Is Heading Next
I'm watching these patterns evolve month by month. Platform fragmentation will intensify as new platforms emerge and existing ones add more local discovery features.
The fundamental shift has already happened. Customer search behavior has scattered across multiple platforms. The question is which businesses will adapt their visibility strategy to match the new reality.
Most won't. They'll keep optimizing for 2019 search behavior while their customers have moved somewhere else.
Final thought: The opportunity exists in the gap between where businesses think customers search and where they're looking.
Frequently Asked Questions
Do I still need to optimize my Google Business Profile if Gen Z uses Instagram more?
Yes. Google still drives 76% of "near me" searchers to visit a business within one day. Google captures high-intent, bottom-of-funnel searches when people are ready to buy. Social platforms handle discovery. You need both to cover the full customer journey.
Which social platform should I prioritize for local search visibility?
For Gen Z customers (18-24), prioritize Instagram (67% usage) and TikTok (62% usage). For broader audiences, maintain presence on Instagram, TikTok, and Facebook. The right mix depends on your target demographic, but multi-platform presence outperforms single-platform focus.
How is visual discovery different from traditional search?
Traditional search is query-based. People type "coffee shop near me" looking for specific results. Visual discovery is encounter-based. People scroll through Instagram Reels or TikTok videos and discover businesses while consuming content. They find you before they knew they needed you.
What does NAP consistency mean and why does it matter?
NAP stands for Name, Address, Phone number. Consistency means your business information matches exactly across all platforms (Google, Yelp, Instagram, Apple Maps, etc.). Search algorithms use NAP consistency to verify business legitimacy and improve local search rankings.
How often should I post video content for local search visibility?
Post short-form videos (Reels, TikToks) at least 2-3 times per week. Consistent posting signals active business operations to platform algorithms. Focus on showing your location, products, services, and customer experiences. User-generated content (customers tagging your location) boosts visibility way more than branded content alone.
Is Yelp still important for local search in 2025?
Yes. Yelp drives local search traffic and influences purchase decisions. Many consumers cross-reference reviews on multiple platforms before visiting. Maintain an optimized Yelp profile with photos, complete business information, and responses to reviews.
What percentage of my marketing budget should go to multi-platform local search?
Allocate based on where your customers search. If your target demographic is Gen Z, shift more budget to Instagram and TikTok content creation. If you serve older demographics, maintain heavier Google focus. Track where your foot traffic originates and adjust budget accordingly. Start with 40% Google, 40% social platforms, 20% other directories as a baseline.
How do I track which platform drives the most foot traffic to my business?
Ask customers how they found you during checkout or through follow-up surveys. Use platform-specific tracking links on your profiles. Monitor which platforms generate the most profile views, direction requests, and website clicks. Google Business Profile and Instagram Insights provide analytics on customer actions.
Key Takeaways
Gen Z consumers now use Instagram (67%) and TikTok (62%) more than Google Search (61%) to find local businesses
Search behavior has shifted from query-based (typing searches) to discovery-based (encountering businesses in content feeds)
80% of U.S. consumers search across multiple platforms weekly, requiring businesses to maintain consistent presence on 6-7 platforms
Google still drives immediate action with 76% of "near me" searchers visiting within one day, making it essential for bottom-of-funnel conversion
Social platforms handle top and middle-of-funnel discovery, building awareness before purchase intent exists
Multi-platform optimization is now the baseline requirement, not a competitive advantage
The competitive advantage comes from consistent, high-quality presence across Google Business Profile, Instagram, TikTok, Yelp, Apple Maps, and Bing Places
