GOOGLE FALLS AS INSTAGRAM AND TIKTOK NOW LEAD BUYING JOURNEY FOR GEN Z

Summary from the TLDR Marketing newsletter

Social media is overtaking search engines for product discovery. 30.4% of Gen Z use Instagram and 23.2% use TikTok, while Google now ranks third. Social commerce is growing, with 72% of Gen Z and 65% of Millennials making purchases directly through social apps. Short-form video (1-3 minutes) is the most engaging format. US social commerce sales are expected to surpass $100 billion in 2025, reflecting a 22.4% increase from the previous year.