Is TikTok the new Google? The rising search engine Gen Z prefers
Good Ideas Only • 2023-11-22
Is TikTok replacing Google as the preferred search engine for Gen Z? A recent survey reveals that over half of Gen Z now turns to TikTok for search, with 51% of Gen Z women preferring it over Google. TikTok's popularity is attributed to its video format, relatable answers, and personalized content, making it essential for brands to optimize their search strategy across multiple platforms, including TikTok.
On a recent Stephen Colbert The Late Show, comedian Taylor Tomlinson got laughs when she said she searched on TikTok instead of Googling for tips on how to nail a job interview. This reflects a broader trend - Gen Z increasingly relies on TikTok and Instagram for search instead of Google.
A new survey found that TikTok had replaced Google as the go-to search engine for over half of Gen Z.
This means brands need an omnichannel search strategy. While Google still dominates overall, TikTok can't be ignored. 51% of Gen Z women surveyed say TikTok is their first choice for search.
TikTok's popularity is largely due to its video content. According to a recent study, 69% of users prefer the video format of TikTok search results. In addition, TikTok answers are perceived as more relatable and personalized.
For businesses, this trend has significant implications. Establishing brand visibility now requires search optimization across multiple platforms, not just Google. With TikTok's emphasis on viral videos and influencer culture, creative optimization of video content is essential for search visibility.
At GIO, our discovery process involves examining the entire consumer journey. We understand where users are at each journey stage, from awareness to consideration and conversion.
For Gen Z, TikTok should be an integral part of the marketing funnel. Collaborate with your content and influencer network to create video content and influencer partnerships tailored to TikTok's platform. Then, optimize your presence to drive engagement among Gen Z.
The search landscape is changing fast. Expect new search and discovery features from competing brands like Google, Microsoft, and Meta. By taking an omnichannel approach, brands can stay visible and connect with audiences wherever they search today and tomorrow. GIO can help build an integrated search strategy optimized for long-term growth.
The Stats
- Preference for TikTok over Google: 51% of Gen Z women prefer TikTok as their search engine.
- Reasons for TikTok Preference:
- Video format of the results: 69%
- More relatable answers: 65%
- Personalized answers: 47%
- Influence on Purchase Decisions:
- 72% purchased a product after seeing it on TikTok.
- TikTok influences 62% of Gen Z's purchase decisions, a 15% increase from the previous year.
- Product Discovery:
- 70.34% look to influencers.
- 62.31% look to brands.
- 61.17% trust personal recommendations.
- TikTok vs. Instagram:
- 76% prefer TikTok for watching videos.
- 95% use Instagram daily.
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