Social media platforms are no longer just for sharing holiday snaps or job updates; they’re fast becoming search engines in their own right. In fact, three in five Australians now use social media to find or research brands, often skipping Google and heading straight to TikTok, Instagram or YouTube for answers.

This trend is especially pronounced among younger generations, but it’s influencing all age groups. Marketers are taking note too: more than 60% of internet users now regularly search on at least one non-Google platform, and businesses are starting to optimise for this “search everywhere” environment. For Australian small businesses, this shift presents a huge opportunity - and a need to adjust marketing strategies. In this article, we’ll explore how different age groups in Australia use YouTube, LinkedIn, and Instagram as search tools, and what practical steps you can take to make your business easily discoverable on these platforms.

Generational Trends: Gen Z, Millennials & Gen X Turning to Social Search

Australians of all ages are active on social media (about 87.8% of adults, as of 2025), but younger generations are leading the charge in using social platforms as search engines. Global research shows that people aged 16-34 are now more likely to visit a social network when looking for brand information than to use a search engine. In Australia, this mirrors a broader digital landscape: social networks are part of the brand discovery journey for roughly one-third of consumers. Let’s break down the behaviours by generation:

• Gen Z (teens & early 20s): Digital natives who heavily use TikTok, Instagram and YouTube for discovery and learning. They often prefer visual, community-driven answers. It’s reported that 67% of Gen Z users prioritise Instagram for search (even more than Google), and 62% turn to TikTok. Whether it’s finding fashion inspiration or how-to videos, Gen Z trusts content that “feels real, current, and made by people” on these platforms. Their brand loyalty is low, so catching their attention with authentic content is key.

• Millennials (mid-20s to late 30s): This cohort straddles traditional search and social. Millennials are active across all major platforms, they Google things and scroll social feeds for recommendations. They have the highest participation in social commerce, often checking reviews and comparisons and getting practical product info via YouTube or Instagram. Many start with Google, but will quickly move to YouTube for a tutorial or to Instagram to see a product “in the wild.” They’re also well-represented on LinkedIn for professional research. Data shows 25-34 year-olds form the largest share of social media audiences in Australia, meaning Millennials are a driving force in social search trends.

• Gen X (40s to mid 50s): Gen X grew up in the pre-social era but has adopted digital habits strongly. They primarily use platforms like Facebook and YouTube for information. While they may still default to Google for many queries, they increasingly turn to YouTube for “how-to” videos and Facebook or LinkedIn for recommendations in their community or industry. On LinkedIn, many Gen X professionals search for business services or thought leadership content. This group values clarity, credibility and experience - they’ll use social networks to vet a business’s reputation (e.g. reading LinkedIn recommendations or Facebook reviews) as part of their search process.

It’s clear that social search isn’t a Gen Z-only phenomenon; it’s a spectrum, with the youngest Aussies leading, and older generations catching up in their own ways. The takeaway for small businesses is that your future customers might find you via a YouTube query, an Instagram hashtag, or a LinkedIn search, not just through Google. Next, let’s look at how Australians are using our three focus platforms as search tools, and what you can do to optimise your presence on each.

 Australians’ top channels for researching brands (2025). While search engines still lead, one-third of Australians use social networks to discover brands - indicating social media’s growing role as a search tool.

YouTube: Australia’s Video Search Powerhouse

YouTube isn’t just for entertainment - it’s effectively the second-largest search engine for Australians (and indeed globally). As of early 2024, YouTube had 20.8 million users in Australia (about 78% of the population), reaching across all age groups. Its appeal is broad: from Gen Z seeking quick how-tos to Gen X looking up product reviews, Australians flock to YouTube for information. A Google/Ipsos study found YouTube is the first place Australians turn to for video content they love - whether they’re looking to be entertained, to learn something new, or to get product information. In practice, this means if someone has a “how do I...?” query, there’s a good chance they’ll type it into YouTube. In fact, 54% of Australian viewers prefer to use YouTube to answer questions rather than read a manual or make a phone call, and two in three use YouTube to find ratings, reviews or product info before a purchase.

It’s also a cross-generational habit. YouTube’s user base in Australia spans from young to old - it has the broadest age coverage of any platform, with a core 18-24 audience but significant usage well into the 50s and 60s. Gen Z might search YouTube for study tips or the latest gadget unboxing, while Gen X might search for home improvement demos or cooking recipes. Video content builds trust; seeing is believing, and many Australians treat YouTube as a research tool to compare products or understand a service (for example, looking up a local mechanic’s channel to see car servicing tips can build credibility).

Why it matters for small businesses: If your business isn’t on YouTube, you could be invisible in a channel where a huge chunk of customers are searching. The good news is you don’t need a million-dollar production - consistency and relevance are more important. Here are some practical, low-effort ways to harness YouTube as a search tool for your business:

• Create how-to and explainer videos: Think about common questions your customers ask, or problems your product/service solves. Short, helpful videos (even shot on a decent smartphone) that address these queries can capture search traffic. For example, a local hardware store might upload “how to choose the right drill bit” - content that educates and subtly promotes your expertise. Remember, clear titles and descriptions are key (include the question or keywords people would search for). This improves your chances of showing up when Australians search YouTube for those answers.

• Leverage YouTube SEO: Treat your video titles, descriptions, and tags like you would a webpage for Google SEO. Include relevant keywords (in natural language) that your audience might type in. For instance, if you’re a dentist in Melbourne, a title like “How to whiten teeth at home - Tips from a Melbourne Dentist” can marry a common query with local relevance. YouTube’s algorithm uses these fields to match search intent, so be descriptive. And don’t forget to add timestamps or chapters in longer videos - YouTube highlights these in search results for specific subtopics.

• Use YouTube Shorts for quick answers: Short-form videos are booming, and Google even shows YouTube Shorts in search results. If you can distil a tip or demonstration into a 30-second video, do it. Imagine you run a cafe - a Short showing “Latte art in 30 seconds” with a few quick tricks could grab viewers, and your cafe’s name gets out there. Shorts are easy to film and upload, and can dramatically increase your visibility for bite-sized queries.

• Encourage engagement (comments & Q&A): Engagement can indirectly boost your search presence on YouTube. Ask viewers to post questions in the comments, then answer them. This not only provides social proof that you’re responsive, but those Q&As can contain additional keywords and content that might surface in searches. For example, someone asks your real estate agency, “How do auctions work in NSW?” - your answer in the comments is now text that others might find if they have the same question.

• Collaborate or cross-post: If full-scale video production is daunting, consider collaborating. Maybe appear in a local influencer’s video or have them appear in yours. For example, a makeup artist could do a joint video with a skincare blogger, introducing each other’s audiences. Such collaborations can pull in searchers who follow those personalities or look for related content. At minimum, ensure any video content you already have (like clips from webinars, Instagram Lives, etc.) is repurposed on YouTube. It’s about being present where people search.

By treating YouTube as both a content platform and a search engine, you make it far more likely that an Aussie searching “best budget camera 2026” or “how to fix a leaky tap” lands on your helpful video (and thus your brand). And as a bonus, YouTube content often ranks on Google itself - double dipping on search visibility.

Instagram: The New Visual Search Engine

Instagram has evolved from a photo-sharing app into a visual discovery engine, especially for younger Australians. With about 15 million Australian users (around 62% of the population) on Instagram, it’s a platform businesses can’t ignore - not just for social marketing, but for search. Unlike the blue links of Google, Instagram search is about finding people, products, and experiences through images, videos, and hashtags. For Gen Z and Millennials, Instagram often replaces traditional search when it comes to trend-spotting or product hunting. For example, instead of Googling “spring fashion 2025”, a twenty-something might search Instagram by hashtag (#springstyle) or explore via influencers they follow.

Instagram as a search tool? Absolutely. A huge 83% of Instagram users say the platform helps them discover new products or services. Many Australians treat Instagram like a modern-day catalogue or Yellow Pages, but more engaging. They’ll search by location tag to find cafes nearby, use keywords/hashtags like “Sydney florist” or #skincaretips, or simply rely on the algorithmic Explore page, which serves content based on their interests (a kind of curated search). Short videos (Reels) have become particularly important; Instagram’s algorithm heavily promotes Reels, making them a primary way content is found. In fact, Reels now account for the majority of reach on Instagram, and they’re key for discovery. For users, watching a 15-second Reel can be quicker and more convincing than reading a review - think of a quick before-and-after video of a cleaning product, or a travel Reel showcasing a hotel. Instagram also serves as a validation tool: many will search for a brand’s profile to check credibility (Does this restaurant’s food look good? Do they have a following? Does this boutique reply to comments?). According to an Australian digital agency, Instagram usage in Australia is most concentrated in the 25-34 age group, and the primary uses are brand validation, product research, and seeking “social proof”. In other words, people are checking Instagram to see if your business looks legit and liked.

Why it matters for small businesses: If customers are searching Instagram for businesses like yours, you want to show up and make a good impression. The bonus is that optimising on Instagram doesn’t require big budgets - just some consistency and savvy use of its features. Here’s how to make your business more discoverable on Insta:

• Optimise your bio and profile: Ensure your Instagram bio clearly states what you do and where you are. Include keywords someone might search for. For example, if you run “Joe’s Plumbing