Gen Z Uses TikTok to Find Local Businesses. Here’s What That Means.

Google is no longer the default search engine for everyone.

For Gen Z (roughly ages 18-27 in 2025), TikTok has become a primary discovery tool.

Studies show that about 74% of Gen Z use TikTok search. Roughly 40-51% prefer TikTok or Instagram over Google for certain types of queries.

If your local business has no TikTok presence, you’re invisible to an entire generation of customers.

What Gen Z Searches for on TikTok

Gen Z doesn’t use TikTok the way older generations use Google.

They’re not typing “Italian restaurant near me” into a search bar and expecting a map.

They’re searching for:

“Best brunch spots in Denver”
“Date night restaurants in Austin”
“Things to do in Portland this weekend”
“Coffee shops with good vibes in LA”

The results are short videos from creators showing the space, the food, the atmosphere, and the experience.

Gen Z picks a spot based on vibe and aesthetics, not star ratings or SEO.

Then they validate the choice by checking Google Maps for location and hours.

The Two-Platform Flow

Here’s the typical Gen Z local discovery journey:

Phase 1: TikTok Discovery

User searches “best tacos in Chicago” on TikTok.

They watch 5-10 short videos showing different taco shops.

They pick one based on:

How the food looks
The atmosphere and energy
Whether it matches their aesthetic
Creator authenticity

Phase 2: Google Maps Validation

User searches the business name on Google Maps.

They check:

Exact location and distance
Hours of operation
Recent reviews (to confirm it’s still good)
User-uploaded photos (to verify it matches TikTok)

Phase 3: Action

User calls, books, or just shows up.

Your website was never visited.

The entire decision happened on TikTok and Google Maps.

What This Means for Local Businesses

You don’t need to go viral on TikTok.

You don’t need a million followers.

You just need to be discoverable when someone searches for your category in your city.

What Makes Content Discoverable on TikTok

TikTok search works differently than Google.

Factors that matter:

1. Keywords in captions and on-screen text

TikTok indexes the text in your captions and any text that appears in the video.

If you run a pizza shop in Austin, include:

“Austin pizza”
“Best pizza in Austin”
“Austin food” in your captions.

2. Hashtags (yes, still)

Use specific, local hashtags:

#AustinFood
#AustinPizza
#ATXEats

Avoid generic mega-hashtags like #Food or #Pizza. They’re too competitive.

3. Audio and voice

TikTok transcribes audio.

If you say “We’re the best gluten-free pizza shop in Austin” in the video, that phrase becomes searchable.

4. Engagement velocity

Videos that get quick engagement (likes, comments, shares in the first hour) rank higher in search.

Content That Works for Local Businesses

You don’t need professional production.

Authentic, simple content often performs better.

Formats that work:

Behind-the-scenes

Making a signature dish
Opening prep in the morning
Staff interactions

Customer reactions

First-bite reactions
Unboxing takeout orders
Regulars talking about their favorite items

Space and atmosphere

Walk-through of the dining room
Outdoor seating tours
“Good vibes” shots with music

Educational/tips

“How to order at our shop”
“Secret menu items”
“What makes our [product] different”

What Not to Do

Don’t:

Over-polish. Gen Z values authenticity over production quality.
Hard-sell. They hate ads disguised as content.
Ignore comments. Engagement signals matter.
Post inconsistently. A few videos won’t build momentum.

Validation Still Happens on Google Maps

Even if Gen Z discovers you on TikTok, they validate on Google Maps.

This means:

Your Google Business Profile (GBP) must match what they saw on TikTok.
Photos should show the same vibe.
Hours must be accurate.
Reviews should confirm the experience.

If there’s a mismatch between TikTok hype and Google reality, you lose the customer.

The Multi-Platform Reality

Gen Z doesn’t live on one platform.

They discover on TikTok. They validate on Google. They might check Instagram for more photos. They might read Yelp reviews.

Your job: maintain a consistent presence and message across all of them.

This is where data hygiene matters.

If your hours are different on TikTok, Google, and your website, Gen Z bounces.

How to Get Started This Week

You don’t need to become a TikTok influencer.

Here’s a simple, low-effort plan:

Week 1: Set Up and Research

Create a TikTok Business account (free).
Complete your profile with accurate location and contact info.
Search for your competitors on TikTok and see what’s working.

Week 2: Create Your First 5 Videos

Use your phone. No fancy equipment needed.

5 videos to start:

Walk-through of your space
Making your signature product/service
A satisfied customer (with permission)
Behind-the-scenes prep
“Why we’re different” in 30 seconds

Post one per day for a week.

Week 3: Engage and Iterate

Respond to every comment.

Watch which video gets the most engagement.

Make more content like that.

Week 4: Cross-Platform Consistency Check

Make sure your Google Business Profile, Yelp, and website match what you’re showing on TikTok.

Check that hours, photos, and messaging are consistent.

Measuring Success

You’re not trying to go viral.

You’re trying to be findable when someone searches your category.

Metrics that matter:

Profile visits from search
“Get Directions” clicks
Website link clicks
Comments asking “where are you located?”

If people are asking for your location in comments, you’re winning.

The Bottom Line

Gen Z is a significant customer segment for most local businesses.

They don’t search the way older generations do.

TikTok is their discovery engine. Google Maps is their validation tool.

If you’re not discoverable on TikTok, you’re invisible to them.

You don’t need professional video production.

You just need authentic content that shows your space, your product, and your vibe.

Start with 5 simple videos this week.

Make sure your Google Business Profile matches what they’ll see.

That’s enough to get started.

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