TikTok is the new Google and Gen Z are sick of ‘basic’ online branded content: OK COOL 2025 Trend Report

September 26, 2024 3:46

TikTok has become the new Google for Gen Z and Gen Alpha, and young people are getting sick of “basic” branded content online, according to global creative network OK COOL’s 2025 Trend Report.

The annual report, which delves into social trends and how they shape culture, has found that 75% of users feel educated when using TikTok, with 72% using it as their main search function over Google, and 79% learning new skills from content on the app.

Gen Z and Gen Alpha are more open to sharing information and reshaping how they do so. With gatekeeping being described as “boomer coded”, the report found that content is the anti-elitist entry to a world of information and discovery.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.