Are Gen-Zs using TikTok as a Search Engine?

While TikTok only ranks fifth for the most monthly active users of all social media platforms around the world (1.67 billion), they dwarf X (formerly Twitter) and boast monthly organic traffic of almost 3 billion.

Since becoming America’s most downloaded app in September 2018, TikTok has experienced rapid growth and has become a prime source of content for billions of people around the world.

Whether it’s for informative videos, something to laugh at, or just scrolling to pass the time, TikTok has become a huge part of everyday life.

One reason why TikTok is so appealing is because of the sheer depth of content available, either on the For You page or in the search results.

But, a new trend has emerged in the past couple of years with many Gen-Z users now using TikTok as a search engine to find their information.

So, has TikTok search overtaken Google Search and other established search engines? Read on to find out.

Do Gen-Zs use TikTok search instead of Google Maps?

In a 2022 interview at Fortune’s Brainstorm Tech, Google’s senior VP, Prabhakar Raghavan, stated: “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

This is a stark number and may surprise many. However, given the abundance of food and restaurant reviews on the platform, it’s understandable that Gen-Z TikTok users are searching for food recommendations on TikTok’s search results.

Thanks to its popularity, companies have tweaked their TikTok marketing strategies to appeal to younger generations who are turning to TikTok as a search engine instead of Google Maps.

TikTok videos that are tagged to a specific location make it fairly easy to find recommendations for places to eat, things to do and tourist destinations.

Has the TikTok search engine overtaken the Google search engine for Gen-Z users?

A recent study by Adobe looked into the trend of younger users turning to TikTok as a search engine.

After speaking to 808 consumers and 251 business owners, the numbers were quite surprising. Here are the key takeaways:

• 9 in 10 Gen-Z users preferred to use Google search engines instead of TikTok.
• Over 2 in 5 Americans use TikTok as a search engine.
• 54% of businesses use TikTok in marketing strategies, posting an average of 9 times per month.
• 25% of businesses use TikTok influencers to promote to younger audiences.

Adobe found that 64% of Gen-Zers have used TikTok as a search engine, and 29% were more likely than Millennials to use TikTok search for cooking recipes.

Why is TikTok a search engine for many users?

Adobe’s survey respondents provided great detail as to why TikTok content can satisfy so much search intent.

The most popular reason young people use TikTok as their search engine is because the short-form video content is more informative and digestible. Quick video tutorials are available for several topics, providing simple answers with little effort or research required.

It’s also much easier to watch a short-form video about something complex like personal finance advice than reading a detailed blog. Plus, if somebody is already using TikTok as a form of entertainment, it makes sense for them to use that app to search, rather than switch to a different website or app.

In terms of the search intent of Gen-Z users, 62% claimed they used TikTok’s search engine for video tutorials, while 39% searched for product and service reviews.

Is TikTok a credible source for news?

TikTok can offer a good level of reliable news information – but often only from credible sources like BBC and other major news sources.

There are currently no safeguards to prevent false information and a majority of video content on the TikTok platform can be opinion-based.

A study by NewsGuard found that almost 20% of videos on TikTok search contained misinformation. There have been problems related to misinformation surrounding COVID, the Ukraine war and elections.

Why TikTok is good for business

54% of the 251 business owners surveyed said they use TikTok to promote their products and services.

Of those businesses, 22% used video tutorials and 21% used creative tangential content for their products.

Given the rise in search intent on TikTok, businesses will benefit from short-form content that appeals to their target audience. 1 in 4 business owners have admitted to using TikTok influencers to promote their products, too. We may well see more businesses adopt this approach as part of their marketing strategies as TikTok’s popularity continues to rise.

Transform your business with TikTok ads

Are you a business owner looking to join the TikTok hype train but you’re not sure how?

Well, you’re in the right place. At Paramount Digital, our team of experienced social media marketing experts have produced fantastic results on TikTok for dozens of clients.

If you need a TikTok ads agency to increase revenue for your business, get in touch today. When working with you, we’ll propose ideas for ad content and campaigns. We’ll then promote the content as an in-feed ad to drive users towards your brand. Sounds good? Give us a call – 01744 747474.