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EMARKETER

Brands must go social-first as Gen Z rewrites search habits

Article by Marisa Jones  |  Jun 27, 2025
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Brands must go social-first as Gen Z rewrites search habits
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Topics
Social Media Marketing
Search
Social Media Users
United States

The news: A Sprout Social report found that 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%).

In an exclusive conversation with EMARKETER, Thomas Markland, founder of creator company HYDP, discussed the shift and the need for brands to adopt a social-first strategy.

Key insights:

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