You didn't have to be on the Internet too much in the last few years to see that TikTok has become one of the most widely-used platforms, especially among the younger generations. The short-form content, paired with a bunch of unique TikTok users with cool ideas, made TikTok the favorite social media platform for those looking for new videos to consume and those who wanted to post TikTok videos themselves and become famous.
However, people don't just use TikTok to watch videos and buy TikTok live views. They also use it as a search engine for certain topics. With the continuously growing interest in the platform's search function, it's a good opportunity for companies to take advantage of this marketing channel.
Does generation Z really use TikTok search more than Google? You will find the answer by reading this post.
The Popularity of TikTok
TikTok is one of the social media platforms that people always go to when they want to see some fun content or interact with others. It’s an app that gained popularity very quickly, reaching impressive user numbers. In fact, TikTok user statistics show that 120.5 million users from the United States use the app as of 2024, being topped only by Indonesia with 157.6 million users.
Still, while TikTok usage statistics show how much people love watching videos and live streams on the platform, video content is not the only reason users take advantage of the app. Nowadays, it’s a go-to search engine for many people.
There is no doubt that it’s quite difficult to top Google. However, that doesn’t mean consumer behavior hasn’t been shifting significantly in recent years, especially among younger users. TikTok has become a pretty strong competitor in the search engine sphere.
People search for various topics on TikTok, from fashion tips to new recipes and more. It’s hard not to notice this change, especially in Gen Z users. 64% of Generation Z users say they used the app as a search engine, more than millennials, who ranked at 49%. Still, it’s clear that preferences have shifted quite a bit.
TikTok's Rise Online
TikTok was founded by ByteDance back in 2016, and it gained popularity pretty quickly in the online world. In fact, it managed to get more than 3 billion downloads by 2022, so there was a clear preference for the content posted on the app.
But besides video content becoming so appreciated by all users, the search feature also made new TikTok accounts fall in love with the platform. In fact, survey respondents revealed in a study that 245 individuals now prefer using social media to do searches online. 46% of Gen Z specifically used social media platforms to discover different topics.
But that’s not all. It turns out that, compared to baby boomers, 30% fewer Generation Z members said that they used search engines to look up brand names. On the other hand, 94% of baby boomers look for brand names with the help of traditional search engines.
This shows just how influential social media is today and why TikTok has changed the way people look for information online.
Besides, while Instagram used to be a popular option for searching for brands, its influence has decreased slightly. It appears that TikTok has taken over now, with more people preferring to look for brands on this new platform.
Gen Z is not even the only one that uses TikTok for information, though. Millennials are also mesmerized by TikTok and its features, with a huge percentage also relying on the video app to find specific data.
Why Is TikTok So Popular Among Social Media Apps for Search Intent?
If you have noticed how many Gen Z users often go to TikTok instead of focusing on Google Search, perhaps you are wondering what caused this shift. Using TikTok as a search engine is not unusual, especially considering its benefits. Users now seek information from individuals who create TikTok content because it’s often faster to find out certain things here than it is with Google.
Here are some reasons why TikTok has become such a relevant app for younger users in terms of search results:
A Wide Range of Content Creators
TikTok is filled with content creators from all over the world. Anyone can become a TT influencer, including yourself. With the right marketing strategies, turning into a successful name is not that far-fetched. The right content creators impact the way information is spread around, discovered, and consumed by TikTok accounts.
Many influencers have the gift of keeping their fans engaged, depending on how information is presented. They know what people want and optimize their content to make sure it reaches the target audience.
Young people, especially those in Gen Z, admire influencers, so they are more likely to listen to information from someone they like and trust. Moreover, various content creators on TikTok often bring reviews and their own opinions into the mix, helping viewers make an informed decision.
The Algorithm
It’s not a secret that TikTok has a very strong algorithm. It works just the way you expect it to - by prioritizing content that the user might be interested in. That is why TikTok works so well as a search engine for younger users - it has a higher chance of showing them information that interests people.
When you like a video, leave a comment, or view certain types of content, TikTok will immediately assume you want that type of video. As such, you can expect to see even more content like that, granting you access to more relevant information. So, everyone who experiences this will inevitably go back to TikTok to search for more important data.
A Focus on Visual Content
TikTok is all about visual content. Short-form videos are the main attraction, but some content creators also do live streams or post longer videos where they spread information on specific topics. Still, the short content remains the most popular option due to how easy it is to watch and remember.
Users no longer have to spend ages looking for articles on Google, reading through various blog posts, articles, and studies, and trying to find one that answers their questions. Now, they can search for a video that offers the same information but it gets straight to the point.
This is another reason why so many TikTok influencers or businesses switch to this type of content, whether they want to share news, tell a story, do product or service reviews, or anything of the sort.
Online consumption has switched to a more fast-paced approach. People no longer want to see content that wastes time before getting to the relevant part. With short-form content, they can focus just on the part that matters the most.
Natural Interactions
You are mistaken if you thought that TikTok focuses just on digital marketing and content consumption. The platform also works as a social media app, allowing community members to participate in conversations and debates. Users can ask questions in the comments or request further details when they watch any type of video. Other people, including the content creator who posted the video, can answer questions and offer clarifications or additional information.
This creates a sense of community and the feeling that you are seen and heard, which is something that your typical search engine doesn’t have. This has also made the search function more appreciated since TikTok’s rise, which is why so many younger generations prefer social media platforms when searching for information.
What Makes TikTok Different from Google as a Search Engine?
Google is one of the traditional search engines. In fact, it was probably one of, if not the first, contact you had with the Internet. While it’s still the king and hard to dethrone, TikTok brings something fresh to the search feature, more specifically, its format.
As you know, TikTok focuses on video content. Users often post things like product recommendations, personal stories, video tutorials, reviews, trending challenges, and so on.
Meanwhile, Google gives you results from multiple categories. You can find many things, from articles to images, videos, news, and more, when you look up specific keywords. So, one might say that, compared to Google, TikTok is pretty limited. This is not necessarily a disadvantage, as many believe, though, because it’s where TikTok shines.
The video platform focuses on short video format for the most part. This type of content is easy to consume because it gets straight to the point. This way, users can easily get the necessary data without spending minutes searching for it.
TikTok also keeps track of the latest trends, not to mention that it offers impressive content personalization capabilities. Moreover, users can tell stories and provide unique perspectives on certain topics, and newer generations love that.
Why TikTok Search Should Be Considered for a Good Marketing Strategy
With TikTok becoming so prevalent in the online world, whether it’s via the increasing number of users or the continuous sharing of TikTok videos on other social media apps, it’s clear that big companies cannot ignore the app. Nowadays, business owners are looking into TikTok and how it can aid marketing strategies in the long run – it’s also a good tactic for startups.
In fact, a study done by Adobe revealed that TikTok is used for promotion for over 50% of businesses. Many even spent more than 10% of their marketing budget creating TikTok content. Some of the videos on this app even surpassed SERPs in terms of performance. This content includes:
Personal stories
Memes or trending challenges
Creative video content
Video tutorials
Guides
Slideshows
Reviews for different products or services
Influencer recommendations
Q&As or interviews
We should also consider the benefits of graphic demonstrations. It’s easier for individuals to memorize information when it’s presented in the form of visual content. So, if you want to become more influential on TikTok, it’s essential not to ignore the impact that demonstrations can have on people because it will help you get more searches from interested users.
Will TikTok Search Surpass Google?
The general public’s preference is taking a new direction. With younger generations into play, the focus is now on platforms such as TikTok and Instagram. The two apps are only a small fraction of the businesses that are competing with Google at the moment.
It appears that apps like Google Maps have been replaced by TikTok and Instagram lately. In fact, you will be surprised to find out that many young people prefer to use the two apps when searching for a new place to hang out or to have lunch. This means that Google needs to come up with solutions if it wants to maintain its status as the biggest search engine in the world – currently, things are beginning to shake.
Now, Google will not go anywhere too soon. It’s hard to take down a name that has been offering search services since 1998, especially one that immediately comes to your mind when you need to look up any information. At the same time, the future is impossible to predict, so who knows what the preference of the user base will be in the following years and what search engine they’ll prefer?
Besides, all the different platforms simply give people more ways to search for information, but that doesn’t mean they will end up replacing Google. It’s just a sign that they can now get the search results they want from various sources. Just like you can look for new movie recommendations on TikTok, you can also ask ChatGPT certain questions when you want your research to be less time-consuming.
The Bottom Line
Generation Z has an increasing interest in TikTok as a search engine nowadays. This is partly due to how easy it is to find details that get straight to the point. At the same time, this info is presented by loved, trustworthy influencers and content creators. TikTok search saves a lot of time and does a better job of helping you memorize information thanks to its visual nature. While it may not dethrone Google anytime soon, it certainly gained territory as a search engine.