Confessions of a Digital Marketing Team: How we actually ‘Google’ things in 2025

In South Africa, when a brand becomes the word for something, you know it’s made it. We don’t reach for lip balm – we grab Lip Ice. Posters aren’t stuck up with tape, they’re held together by Sellotape. And when the dishes need doing, it’s Sunlight and water, no matter what brand of liquid soap is on the sink.

For years, Google had that same status. Need an answer? You Googled it. It didn’t matter if you were looking for a recipe, directions, or had a weirdly specific question at 3 a.m. – Google was the default.

But that’s changing.

People aren’t just Googling anymore. Instead, they’re scrolling TikTok for recommendations, asking ChatGPT for quick answers, and deep-diving into Reddit threads for unfiltered opinions. Some are even turning to Pinterest for inspiration-based searches.

And the data proves it. Google itself admits that nearly 40% of Gen Z now prefers TikTok over Google Search for finding recommendations. Meanwhile, platforms like ChatGPT and Reddit are becoming trusted research tools because users feel they’re getting more authentic, real-world experiences instead of SEO-optimised fluff.

To see how this shift is playing out in real time, we ran a company-wide poll at Flume, asking: Where do you actually search first?

The results made one thing clear – search is no longer a one-platform game.

Google isn’t dead… But it’s no longer the universal default

The numbers still show Google as the most common starting point – but only just.

• 43 colleagues still default to Google
• 13 head straight to TikTok
• 9 rely on ChatGPT
• 5 turn to Reddit for unfiltered opinions

The real takeaway? Search is becoming more fragmented. Google may still hold authority, but it’s no longer the go-to for experiential, visual, or highly personalised searches.

And this is playing out on a global scale. A study by Adobe found that AI-driven search experiences are increasingly preferred over traditional search results because they offer concise, personalised responses instead of long lists of links.

TikTok is the new word-of-mouth

Several colleagues admitted that TikTok has replaced Google for restaurant recommendations, recipes, and even product searches.

“I search for recipes and people’s recommendations on TikTok,” said Alex.

And it makes sense. Seeing real people try, review, and react to something feels more authentic than clicking on an SEO-optimised blog post.

Others noted that TikTok isn’t the only visual search tool gaining traction. Pinterest remains a go-to for discovery-based searches.

“For ideas and aesthetics, Pinterest just makes more sense,” said Jess M.

This shift is clear: people want to see before they decide. Whether it’s food, fashion, or travel, visual discovery is taking over.

It’s also reshaping learning. YouTube has long been the top choice for tutorials, but TikTok is quickly replacing it with bite-sized, quick answers. Instead of sitting through a 10-minute YouTube video to learn how to fix a sink, people are watching a 30-second TikTok instead.

AI is becoming everyone’s personal assistant

One of the biggest changes is the rise of AI as a search tool. ChatGPT – and now Google’s Gemini – are streamlining the way people process information.

Some of the best responses came from people who’ve fully embraced AI as their go-to.

“I’ve been using ChatGPT for most of my searches. Grade 2 Afrikaans homework will do it to you every single time. It’s so much easier – I don’t have to trawl through Aretha Franklin’s internet to find answers. It’s all there, curated for me. Feels like my own personal assistant,” said Ngeti.

Others are using AI in more unexpected ways.

“I use ChatGPT to generate lunch and dinner ideas based on what I have in my fridge. I just list my ingredients and add ‘simple’, ‘healthy’, or ‘budget’ at the end – it works great,” said Lee C.

And when it comes to personalisation, AI is hard to beat.

“I got tired of searching for ‘training programmes’ that you have to pay an unreasonable amount for, so I asked ChatGPT for a personalised training plan. ChatGPT just gets me (not in a weird way, I promise),” said Jemima.

This is a key insight: AI isn’t just answering questions, it’s solving problems instantly and tailoring responses to individual needs. Instead of clicking through multiple results, users get a refined, contextual answer straight away.

According to Adobe’s research, people are increasingly choosing AI-driven search because it offers more precise and digestible responses. The days of sifting through ten articles to find an answer may be numbered.

Reddit is the search platform for unfiltered truth

For troubleshooting, product reviews, and niche advice, Reddit is the platform many people trust most.

“I use it for questions that aren’t normally asked – super specific and personal questions to find communities that have the same issue,” said Joshua. “It’s great because most users do it out of free will and don’t have hidden agendas to make money.”

Jess M agreed: “For product reviews or issues, Reddit has a lot more real-life experiences and advice from people who’ve actually had the same problem. Sometimes even professionals weigh in.”

This highlights something marketers should take seriously: if people trust Reddit over branded content, what does that say about how brands communicate?

Authenticity is everything. The polished, controlled messaging doesn’t hold the same weight as peer recommendations and community-driven conversations.

Google’s future – a wake-up call?

One comment stood out among the responses:

“I watched a podcast where Google Ads specialists said Google will be gone in five years if they don’t disrupt themselves,” said Jase.

While that might be extreme, it speaks to a broader truth – Google’s dominance is being challenged. If search behaviour is shifting this dramatically within our own industry, brands need to rethink their strategies.

What this means for digital marketing

For years, SEO strategies have been Google-first. But if people are searching on TikTok, Reddit, and AI instead, then marketing needs to adapt.

1. Brands must optimise for TikTok and AI search. People aren’t just reading, they’re watching and engaging.
2. User-generated content (UGC) is the new trust signal. Consumers are looking for authenticity over polished marketing.
3. Long-form content needs to evolve. People want one clear, engaging answer, not a ten-page deep dive.

Google is still relevant, but it’s no longer the MVP in search. And if our habits are shifting, so are our customers’.

Flume is an independent, full-service digital marketing agency providing services that include SEO, web design and development, public relations, media buying, client service, UX/UI, and creative production. For more information visit www.flume.co.za or email us  to say, well, “hello”.