Nowadays, TikTok seems to have become a staple part of almost everyone’s life. Indeed, in just a few years, TikTok, a short-form video platform launched by ByteDance in 2016, has rapidly become a global phenomenon. With over one billion active users worldwide, TikTok’s influence spans across various demographics and regions. In Singapore, particularly, the app has gained significant traction, with local influencers like Low Zi Hao and Isaac Lim amassing hundreds of thousands of followers. The platform’s unique algorithm, which tailors content to individual user preferences, has made it a favourite for entertainment, education, and even marketing. Globally, TikTok’s popularity continues to soar, making it one of the most downloaded apps and a key player in the social media landscape.
Interestingly, TikTok is no longer just a platform for entertainment now; it has also emerged as a preferred search engine for Gen Z. Studies reveal that nearly 40% of Gen Z users opt for TikTok over traditional search engines like Google when looking for information. This shift is driven by TikTok’s ability to deliver quick, engaging, and visually rich content that resonates with younger audiences. Whether it is finding new recipes, fashion tips, or travel recommendations, Gen Z appreciates the platform’s personalised and interactive approach to information discovery. To learn more about this TikTok search engine phenomenon, read on as this article delves deeper into why Gen Z uses TikTok as a search engine.
The Rise of TikTok Search Engine
The TikTok search engine phenomenon is not just a mere speculation; it is an observation backed by statistics. Indeed, according to studies, 40% of consumers now rely on TikTok to find information or explore topics of interest. This trend is especially strong among younger generations, with 64% of Gen Z (born after 1996) and 49% of millennials (born between 1981-1996) using TikTok as a search tool. The social media platform is basically utilised for a wide range of topics, including cooking recipes, which Gen Z searches for 29% more frequently than millennials, as well as music, DIY ideas, fashion, and more. Additionally, nearly 10% of Gen Z users now favour TikTok over traditional search engines like Google for information searches. Similarly, ChatGPT is gaining traction as a search tool, with over 10% of people using it to seek advice on topics, such as personal finance.
Possible Reasons Behind the Rise of TikTok Search Engine
While it is yet unclear how TikTok became the ultimate search tool for the younger generations, many experts believe that the convenience and accessibility of the social media platform largely play a role in the rise of TikTok search engine. Indeed, being a short-form video platform, TikTok provides its users with easy access to information in a short span of time. To better understand the popularity of this social media platform, here are some of the possible reasons why the Gen Z uses TikTok as search engine nowadays:
1. Visual Information
TikTok’s rise as a search engine is largely due to its distinctive approach of providing content through brief, informative videos that narrate small stories. A significant aspect of TikTok’s charm lies in its ability to customise content based on individual user interests. In fact, approximately 40% of Gen Z users appreciate how TikTok presents videos that match their personal preferences. Even among baby boomers, 26% are attracted to TikTok’s storytelling format.
Indeed, there are multiple reasons why many young people favour TikTok over Google for searching. TikTok enables them to swiftly find content that is easy to digest and highly relevant to their interests. Young users also prefer visual information, allowing them to connect with faces rather than just browsing websites. That said, however, there are valid concerns about the type of content these young users might encounter. For instance, previous studies have indicated that TikTok can expose users to videos about eating disorders or harmful diets within just 30 minutes of creating an account. This is one of the few negative sides of having TikTok be used as a Gen Z search engine.
2. Unique Discovery Algorithm
Another possible reason behind the increasing popularity of TikTok as a social media app and a search engine at the same time is its distinct discovery algorithm. To begin, consider the reasons for establishing a presence on TikTok, a platform designed with the user in mind. Its unique discovery algorithm ensures that every video has an equal chance to go viral, regardless of the creator’s popularity. As such, TikTok encourages brands to be more creative and authentic, crafting content that genuinely resonates with their target audience. This makes the platform an ideal space for brands to experiment and explore new ideas.
As proof, TikTok has even popularised the phrase and hashtag “TikTok made me buy it,” reflecting its influence on consumer behaviour. Brands like Duolingo excel on TikTok by creating humorous, engaging content that enhances brand recall without constantly promoting their products. The social media platform’s accessibility basically allows anyone with internet access and a smartphone to become a content creator, emphasising the importance of moving beyond traditional advertising strategies. With this interconnectedness between TikTok and business marketing, it comes as no surprise that the popularity of the app has skyrocketed in recent years among both individual users and businesses.
3. Reward System for Consistency
Milieu Insight’s recent TikTok study reveals that 89% of users who use TikTok as a search engine have taken actions, such as purchasing, visiting, or following based on what they see on the app. Additionally, 63% of these users buy products they searched for on TikTok at least once a month or more frequently.
As such, for brands or businesses, whether using TikTok ads, posting product videos/reviews, or executing brand takeovers, consistency is crucial. Regular and frequent posting is typically rewarded by TikTok’s algorithm, which is influenced by various factors and recommends content accordingly. Key factors include user interactions (i.e., likes, shares, comments), video information (i.e., captions, audio, hashtags), and device settings (i.e., location and language). Businesses should closely monitor their TikTok analytics to identify the optimal posting frequency and avoid diminishing returns. This reward system for consistency makes it easier for the platform to have loyal users who cannot stay out of the app for long.
TikTok Strategies Businesses Must Use to Catch Up
Now that it is clear that TikTok has risen to the status of a Gen Z search engine, it is high time for brands and businesses to further leverage this social media platform in increasing their online presence. By using TikTok as a principal social media marketing tool, businesses can truly benefit from the rising popularity of TikTok search engine. For starters, here are some basic strategies on how you can boost your TikTok presence and make the platform an effective tool for digital marketing:
1. Utilise relevant keywords in captions: Determine the relevant keywords that your target audience is searching for and incorporate them into your captions. Make sure these keywords fit seamlessly and do not appear forced.
2. Incorporate text in videos: Once you have identified the relevant keywords, incorporate them into the subtitles or overlays in your videos. This is crucial because TikTok’s algorithm can recognise text within videos and use it to generate search results. Additionally, including text helps viewers grasp your message even if they are watching without sound.
3. Make content consistent with business: Ensuring your content aligns with your business or profile theme helps TikTok’s algorithm deliver your videos to your target audience. Additionally, it strengthens your branding and messaging, making it easier to attract more potential followers on TikTok.
4. Include strategic hashtags: As with other social media platforms, using hashtags in TikTok is essential because they help your videos reach your target audience. However, it is important to include a mix of general, trending, and niche hashtags to appeal to both your specific audience and a broader viewership.
5. Post and engage consistently: Interacting with your audience and consistently posting new videos signals to TikTok’s algorithm that your account is active. This approach is highly recommended, as it benefits your audience and can enhance the visibility of your content.
Conclusion
TikTok has undeniably transformed into a search engine for Gen Z, reshaping how this generation discovers and consumes information. This shift signifies a major opportunity for businesses to adapt their marketing strategies to engage with younger audiences more effectively. By leveraging TikTok’s algorithm and creating visually appealing, concise content, brands can reach potential customers in a more organic and engaging manner. This platform’s emphasis on authenticity and creativity allows businesses to build stronger connections with Gen Z users, who value relatable and entertaining content. As TikTok continues to grow, its role as a search engine will likely expand, making it essential for businesses to stay ahead of trends and optimise their presence on the platform to remain competitive in the digital marketplace. Ultimately, while it is still unclear whether TikTok will soon fully take over major search engines like Google, one thing is for sure: the TikTok search engine phenomenon is here to stay.
Ref:
https://datareportal.com/essential-tiktok-stats
https://www.searchenginejournal.com/tiktok-gains-traction-as-a-search-engine-among-gen-z-study/505633
https://www.brusselstimes.com/925953/tiktok-overtakes-google-as-most-popular-search-engine-among-gen-z
https://www.mili.eu/ph/insights/tiktok-the-new-search-engine
