In 2025, younger generations have completely reshaped how they discover and evaluate local businesses. Today, 67% of users aged 18–24 use Instagram, while 62% rely on TikTok to research local restaurants, stores, salons, and services before making a purchase or visiting.
This trend is especially strong among Gen Z and Gen Alpha, who value instant information, social proof, and visual content far more than traditional search engines or online directories.
Why Instagram and TikTok Are Becoming the New Local Search Engines
1. Visual and Authentic Content
Gen Z prefers short-form videos, real customer experiences, behind-the-scenes clips, and unfiltered visuals. Reels, TikToks, and Stories feel more trustworthy and human, giving businesses an immediate way to build credibility.
2. Trends and Geolocated Recommendations
Algorithms on both platforms boost:
- Local content
- Location tags
- Trending audio
- Nearby posts and recommendations
This makes finding local businesses fast, relevant, and hyper-personalized.
3. Influence From Creators and Local Communities
Younger audiences trust:
- Micro-influencers
- Local content creators
- Community pages
- User-generated reviews
A single TikTok or Reel can spark immediate interest and drive real-world visits.
Key Strategies for Local Businesses in 2025
Maintain a Strong Presence on Instagram and TikTok
Post consistently using native formats:
- Reels
- TikToks
- Stories
- Live video
- Customer testimonials
- Behind-the-scenes clips
Authenticity and frequency are more important than polished production.
Use Strategic Hashtags and Location Tags
To boost local visibility:
- Add geo-specific hashtags (#BarcelonaFood, #MadridCafes, #NYCSpa).
- Use location tags in every post.
- Participate in local trends, challenges, or seasonal events.
Respond Quickly and Personally
Gen Z expects real-time interaction:
- Fast replies to comments
- Active DM communication
- Friendly, authentic tone
A quick response can turn a curious viewer into an instant customer.
Instagram and TikTok are now the primary local search engines for younger generations. Businesses that embrace visual content, local SEO inside social platforms, and fast, personal engagement will dominate visibility—and become the top choice for Gen Z and Alpha.
Ready to Attract More Local Customers Through Instagram and TikTok?
If you want your business to stand out where Gen Z and Gen Alpha are already searching, now is the time to strengthen your presence on Instagram and TikTok. At Thrust Social, we help brands grow with strategic content, smart local targeting, and authentic storytelling that converts viewers into customers.
And if you want to go even further, don’t miss our related article: “The Rise of Social Commerce: How Social Media Is Transforming the Way People Buy.” It explores how platforms like Instagram and TikTok are not only search engines for young audiences—but also powerful sales channels that drive direct revenue.
👉 Boost your local visibility. Grow your community. Turn social searches into real customers.
Let’s build your next stage of growth together.
