Not so long ago, TikTok was synonymous with viral trends, brain-rot, and your favourite indie band blowing up.
Times have changed, and TikTok has matured.
The once elementary social media platform has quietly evolved from a bottomless supply of dopamine, to a search engine powerhouse – and it’s giving Google a serious run for its money.
At first glance, these platforms couldn’t be more different. Google’s that reliable old friend we’ve grown to love and trust. What you see is what you get – a minimalist search bar, and consequent search results. If you’ve got a question, Google has an answer. And if it doesn’t? Well, you’ve gotten yourself into a pretty unique situation… good luck!
TikTok on the other hand, is the creative younger sibling who accidentally revolutionised the way we look for things. Starting as means for short-form entertainment, TikTok has organically evolved into a library brimming with tips & tricks, recipes, how-to guides, travel recommendations, and free McDonald’s ‘hacks’ that don’t work.
Throw in some clever algorithms, the new Search Ads feature, and an addictively simple video format, and you’ve got yourself a search engine that doesn’t really feel like a search engine.
Y Tho?
Adobe’s latest research tells us 40% of Gen Z users are turning to TikTok and Instagram for search, before they even think about Google. But it’s not just the kids – 41% of all consumers have used TikTok as a search engine.
So, what’s driving this shift? In short – it’s our collective lack of patience, and a growing appreciation for sources that spare us the bullshit.
With its brief, sensory-rich content, TikTok scratches an itch we don’t like to admit we have – kind of like any other itches we have.
Why spend 10 minutes reading about how someone’s grandmother inspired their banana bread recipe when you can watch a 15-second clip showing you exactly how to make it? There’s usually a catchy tune ringing out in the background too (just in case you weren’t totally stimulated already).
The stats back it up. TikTok users are hanging around for:
- Video tutorials (62% – showing beats telling)
- Product reviews (39% – from people who actually bought the thing)
- Personal stories (38% – real people, real experiences, real awkward moments)
TikTok is also refreshingly upfront about paid promotions – a nice switch up from those ‘totally independent’ top 10 articles that have fed us one too many bitter long macs.
The Business Impact
The billboard leads have dried up, the office baby is dropping hints, and management is eyeing off TikTok like it’s the last TimTam in the packet.
When there’s a change in the way people look for information, there’s a change in the way we should provide that information.
A staggering 54% of businesses are using TikTok to promote their products or services, posting an average of nine times per month. Your next customer is probably somewhere between an excessive nutella recipe, and a toxic workplace getting ratio’d.
The Future of Search
As TikTok continues to grow (it’s expected to hit 1.8 billion users by the end of 2024), its impact on search behaviour is only going to increase. The platform has already introduced paid search ads, allowing businesses to get in front of users right when they’re looking for relevant content.
So is TikTok the New Google? Nah, it’s somethin’ else. Google still reigns supreme for those “serious” searches (the ones that support your thesis on shifting whale migration patterns). TikTok has carved its own niche in the search corner though, one that prioritises visual content, authenticity, and user-generated information.
The future of search isn’t a choice between TikTok or Google – it’s a call to read the room. People search differently depending on what they’re looking for. Sometimes you need peer-reviewed papers and historical data. Other times you just need someone to show you how to tie a tie, again. Know your audience, know your platform, know when to use each.
A few tips to get you started:
- Video is non-negotiable: If it’s not moving, it’s not working. Keep it quick, keep it sharp.
- Authenticity sells: TikTok users value real, unpolished content over polished ads.
- Stay current: The TikTok landscape changes fast. What’s viral today might be tiresome tomorrow.
- Collaborate with creators: When the fit is right, your audience won’t need convincing.
- Don’t ditch Google: While TikTok is growing, Google’s not going anywhere. Not anytime soon, at least.
What Now?
Whispers have echoed for a while now that ‘TikTok might be turning into the new Google’. Some agree, some don’t. We think it’s already redefined what search is.
While many are still debating TikTok’s credibility, an entire generation has switched tabs. Whether you’re a known TikTok local, or still trying to figure out what “POV” means (they don’t make it easy), here’s the reality: it’s not going anywhere.
Your audience is already there, thumb hovering, and eager to consume. The only question is whether they’ll find you, or your competition first.
We spend an unhealthy amount of time on TikTok, so you don’t have to. Keen to open up a chat about what TikTok might look like for you? Give us a bell!