Part of Gen Z uses TikTok to search instead of Google. Marketers must adapt to these changes
Posted: Thu Dec 05, 2024 4:56 am
Bruna Dourado
Jul 21, 22 | 5 min read
Gen Z uses TikTok to search
Reading time: 4 minutes
TikTok ended 2021 with 655.9 million total users , and according to parent company Bytedance, it now has 1 billion monthly active users . But that’s not the platform’s only achievement.
According to Google , nearly 40% of Gen Z prefer to search on TikTok and Instagram over Google Search and Maps. Today, we can already see how the way we consume content and search is changing, especially among younger people.
It's important to note one thing: in the history of social media platforms, young people were the forerunners, then older people followed. Facebook, which started in universities and schools and grew into a giant, is the most famous case. And TikTok is growing in the same way. So, Google may not be worried only about Gen Z.
To combat this, will Google also list of singapore consumer email incorporate elements of TikTok into its search platform? Will it change the way we find information on the web? Do we need to adopt TikTok? And our SEO strategy? Let’s dive deeper into these topics.
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How TikTok Attracts Gen Z
TikTok's success is tied to the ease with which it allows its users to produce video content, allowing anyone to share an opinion, a story, or a super-easy pasta recipe with thousands of people.
And Gen Z was drawn to TikTok because, in addition to being a novelty, it allows for community building . The moment you log in, you can create your video, without much production, and get hundreds of views. Even if you don't have any followers.
It doesn’t stop there. The platform also quickly learns what you like to consume. With just a few sessions, it’s already possible to receive highly targeted content. So, you can browse through your feed of short, random videos to find content you didn’t even know you needed, but it feels like it was made for you.
Google it vs TikTok it
Due to TikTok’s success, we’ve already seen other social media platforms, such as Instagram and YouTube , shifting their platforms to prioritize short videos. However, TikTok could represent an even bigger shift in the way we consume content.
In addition to attracting new users through the format, the platform is also gaining a utility that Google Search used to use: finding the answer to a question. And this new habit could annoy the Internet giant.
In addition to entertainment, TikTok is also an information platform, which is why Gen Z turns to it for research, such as finding directions, viewing places, and even polling a health professional for their next appointment.
Source : Google Play
However, the search engine within TikTok doesn't seem to offer the best experience. It's hard to even find a video that the algorithm recommended to you, but that you forgot to save. The most viewed videos are given a prominent place.
On the other hand, Google receives billions of searches every day and offers a good search experience. If you work with SEO , you probably already know about some updates: improved matching approach, understanding search intent, and the arrival of neural language processing.
All of this represented major steps in the way Google Search delivers content to the user.
Now, with its hegemony threatened by TikTok and Instagram, the company is looking for even more innovative ways to deliver what we are looking for, increasingly related to videos and images. Some of these are multi-search, scene exploration and… short videos!
Google multi-search engine, scene exploration and short videos on Google
Through the multi-search tool, it is now possible to point a cell phone at an object and find an identical or similar product for sale. Now, Google wants to go ahead and link this functionality to local businesses. Thus, it will be possible, for example, to upload a print of a yakisoba and find the nearest restaurant that offers this dish.
Source : Google
With scene scanning, in the future, it will be possible to use multi-search to point the mobile phone at a larger scene, such as a supermarket shelf. In this way, we will be able to obtain instant information about various products, making the choice and shopping experience easier.
Source : Google
Not only that, but Google announced in March of this year that they were already working on ways to show short videos in search results more frequently. That's a clear way to attract that younger audience that uses TikTok and Instagram to search.
These are some of the changes that Google plans to make searches even more intuitive and efficient, without losing the original essence of its platforms.
Don't ignore trends, focus on your audience instead
If used well, the trends and changes I explored in this text can provide many opportunities for brands and marketers.
TikTok can become a good top-of-funnel channel, ideal for sharing informational and entertainment content, targeting the learning and discovery stage, as well as for generating brand awareness.
Google Search remains the best channel to attract visitors organically, through content and SEO strategies. In addition, the arrival of multi-search, scene browsing and short video search opens up many possibilities, especially for e-commerce and local businesses.
Regardless of how we leverage these trends, it is always important to keep the business person in mind and be where they are, offering valuable content through different channels and formats.
Jul 21, 22 | 5 min read
Gen Z uses TikTok to search
Reading time: 4 minutes
TikTok ended 2021 with 655.9 million total users , and according to parent company Bytedance, it now has 1 billion monthly active users . But that’s not the platform’s only achievement.
According to Google , nearly 40% of Gen Z prefer to search on TikTok and Instagram over Google Search and Maps. Today, we can already see how the way we consume content and search is changing, especially among younger people.
It's important to note one thing: in the history of social media platforms, young people were the forerunners, then older people followed. Facebook, which started in universities and schools and grew into a giant, is the most famous case. And TikTok is growing in the same way. So, Google may not be worried only about Gen Z.
To combat this, will Google also list of singapore consumer email incorporate elements of TikTok into its search platform? Will it change the way we find information on the web? Do we need to adopt TikTok? And our SEO strategy? Let’s dive deeper into these topics.
Follow us on the Rock Content LinkedIn page
How TikTok Attracts Gen Z
TikTok's success is tied to the ease with which it allows its users to produce video content, allowing anyone to share an opinion, a story, or a super-easy pasta recipe with thousands of people.
And Gen Z was drawn to TikTok because, in addition to being a novelty, it allows for community building . The moment you log in, you can create your video, without much production, and get hundreds of views. Even if you don't have any followers.
It doesn’t stop there. The platform also quickly learns what you like to consume. With just a few sessions, it’s already possible to receive highly targeted content. So, you can browse through your feed of short, random videos to find content you didn’t even know you needed, but it feels like it was made for you.
Google it vs TikTok it
Due to TikTok’s success, we’ve already seen other social media platforms, such as Instagram and YouTube , shifting their platforms to prioritize short videos. However, TikTok could represent an even bigger shift in the way we consume content.
In addition to attracting new users through the format, the platform is also gaining a utility that Google Search used to use: finding the answer to a question. And this new habit could annoy the Internet giant.
In addition to entertainment, TikTok is also an information platform, which is why Gen Z turns to it for research, such as finding directions, viewing places, and even polling a health professional for their next appointment.
Source : Google Play
However, the search engine within TikTok doesn't seem to offer the best experience. It's hard to even find a video that the algorithm recommended to you, but that you forgot to save. The most viewed videos are given a prominent place.
On the other hand, Google receives billions of searches every day and offers a good search experience. If you work with SEO , you probably already know about some updates: improved matching approach, understanding search intent, and the arrival of neural language processing.
All of this represented major steps in the way Google Search delivers content to the user.
Now, with its hegemony threatened by TikTok and Instagram, the company is looking for even more innovative ways to deliver what we are looking for, increasingly related to videos and images. Some of these are multi-search, scene exploration and… short videos!
Google multi-search engine, scene exploration and short videos on Google
Through the multi-search tool, it is now possible to point a cell phone at an object and find an identical or similar product for sale. Now, Google wants to go ahead and link this functionality to local businesses. Thus, it will be possible, for example, to upload a print of a yakisoba and find the nearest restaurant that offers this dish.
Source : Google
With scene scanning, in the future, it will be possible to use multi-search to point the mobile phone at a larger scene, such as a supermarket shelf. In this way, we will be able to obtain instant information about various products, making the choice and shopping experience easier.
Source : Google
Not only that, but Google announced in March of this year that they were already working on ways to show short videos in search results more frequently. That's a clear way to attract that younger audience that uses TikTok and Instagram to search.
These are some of the changes that Google plans to make searches even more intuitive and efficient, without losing the original essence of its platforms.
Don't ignore trends, focus on your audience instead
If used well, the trends and changes I explored in this text can provide many opportunities for brands and marketers.
TikTok can become a good top-of-funnel channel, ideal for sharing informational and entertainment content, targeting the learning and discovery stage, as well as for generating brand awareness.
Google Search remains the best channel to attract visitors organically, through content and SEO strategies. In addition, the arrival of multi-search, scene browsing and short video search opens up many possibilities, especially for e-commerce and local businesses.
Regardless of how we leverage these trends, it is always important to keep the business person in mind and be where they are, offering valuable content through different channels and formats.