For decades, Google has been the gateway to online discovery. But in 2025, a silent shift is taking place: Generation Z is moving toward Reddit for product, brand, and information searches, especially in Europe.
👉 At BluDeskSoft, we’ve noticed the same evolution in how people interact with digital information.
In our “Did You Know?” series, we explore such changes, from AI’s influence on consumer behavior to the growing trust in community-driven content.
Changing Search Behavior Among Gen Z
Born between 1997 and 2010, Generation Z is transforming how people look for information online. While Google remains dominant, Reddit’s popularity is rising thanks to its authentic discussions and peer-validated advice.
A 2025 study by Sprout Social (Pulse Q2 2025) found that 41% of Gen Z now turn to social media first when searching for information, surpassing traditional search engines, which are used by only 32% of respondents.
This confirms a global shift: young users increasingly prefer community-driven platforms such as Reddit, TikTok, and YouTube for discovery, advice, and authentic insights.
Why Reddit Feels More Trustworthy
Community Validation Beats Algorithms
Young consumers are becoming increasingly skeptical of sponsored content and search engine algorithms. Reddit, with its topic-specific subreddits, allows users to ask targeted questions and get first-hand experiences from real people.
In 2025 data from Whop, 64 % of Gen Z say there are too many ads, and 40 % believe ads are often irrelevant, signaling growing frustration with traditional advertising formats.
Authenticity Over Advertising
Reddit stands out because it offers something Google cannot: authenticity.
On Reddit, users see genuine, unfiltered opinions, not marketing-driven content. For a generation that values honesty and peer insight, this transparency matters.
A 2025 piece on Gen Z search habits reports that 53% of Gen Z prefer TikTok, Reddit, or ChatGPT over Google when seeking information, indicating they directly turn to community/creative platforms before traditional search.
This behavior reflects a universal truth: people trust peers more than polished experts.
The Power of Communities
Reddit’s structure of specialized subreddits allows users to engage with others who share the same interests, whether it’s tech, beauty, or gaming.
This participation builds trust and belonging, strengthening credibility and creating authentic brand touchpoints.
Implications for Brands and Marketers
Rethinking Marketing Strategy
For Gen Z, Reddit is now the third most trusted source of information, behind review sites and personal recommendations ahead of Google, YouTube, Amazon, TikTok, and Instagram.
Brands should:
- Engage genuinely with communities instead of pushing ads;
- Answer questions honestly;
- Share helpful insights;
- Build long-term trust through dialogue.
Reddit should no longer be an afterthought; it’s becoming a core discovery channel.
The Era of Social Search
Gen Z is redefining online search. They expect interactive, conversation-based results, not static pages.
This marks the rise of social search, where credibility comes from people, not algorithms.
For businesses, the takeaway is clear: build authenticity, not just visibility.
BluDeskSoft Insight
At BluDeskSoft, we help brands create long-term digital strategies aligned with these new habits.
From web development to digital experience design, we build solutions that foster trust, engagement, and real connection, the same principles driving Gen Z’s online behavior.