Is Tiktok the New Google?

Are you finding yourself scrolling through TikTok more often than turning to Google for answers? You’re not alone! Let’s explore why TikTok is becoming the go-to for Gen Z and many others.

In today’s digital landscape, information is more accessible than ever before, reshaping how Gen Z seeks answers. Move over Google, because TikTok is emerging as the new search engine for knowledge exploration among today’s rangatahi.

TikTok, renowned for its viral dance trends and comedic skits, has quietly evolved into the preferred platform for short-form mobile video, becoming Gen Z’s go-to search engine.

When crafting social media content, it’s important to keep in mind that the average attention span of humans is around 8 seconds. What sets TikTok apart is its captivating short-form video format. Unlike Google’s text-heavy search results, TikTok offers quick, engaging videos that make information accessible and enjoyable. Through its “For You” page, TikTok delivers a personalised feed tailored to users’ interests and browsing history, ensuring every scroll exposes them to content aligned with their preferences.

But TikTok’s appeal goes beyond its format. Unlike traditional search engines, TikTok offers a glimpse into real people’s lives. Whether it’s a tutorial on a trendy hairstyle, a first-hand travel experience, or an honest product review, TikTok’s content creators infuse personality and authenticity into every video, establishing a deeper connection with users.

An article from NZ Marketing Association states that approximately 40% of young people choose TikTok or Instagram instead of Google Maps or Search when deciding where to go for lunch. This is most likely due to the visual content produced on TikTok and Instagram, making it simpler and faster to check out menus and reviews.

Here’s why TikTok is gaining traction as Gen Z’s preferred search engine:

  • Quick, entertaining videos for short attention spans
  • Visual tutorials for easier understanding
  • Personalised content through algorithmic recommendations
  • Social interaction with comments, likes, and shares
  • A mix of education, humour, and creativity for entertainment
  • Trend discovery through the “For You” page
  • User-friendly interface for easier navigation

TikTok’s popularity isn’t limited to entertainment; it’s also a great marketing platform. With over 1 billion monthly active users worldwide TikTok is a popular marketing platform due to its immense reach and influence. Companies are increasingly turning to TikTok to connect with Gen Z consumers in innovative ways. From launching viral marketing campaigns to partnering with popular creators.  Brands looking to enhance their visibility should seriously consider integrating TikTok into their social media strategy.

As with many social media platforms TikTok’s user-generated content presents risks of misinformation and disinformation, necessitating a critical approach and fact-checking mindset from users.

Despite these challenges, TikTok’s engaging format, personalised recommendations, and authentic content offer a glimpse into the future of information discovery – a dynamic landscape driven by user preferences and creativity.