The Rise of TikTok as a Search Engine: Why Gen Z Prefers It Over Google

In the ever-evolving landscape of the internet, platforms rise and fall in popularity, each catering to different needs and preferences of users.

One such platform that has surged to the forefront, particularly among Gen Z, is TikTok. What’s fascinating is not just its status as a social media platform, but its unexpected role as a search engine, rivaling even Google in certain areas.

Recent statistics reveal a staggering trend: almost 40% of Gen Z individuals are turning to TikTok as their go-to search engine, especially when seeking out information or tutorials. This shift in behaviour is reshaping the landscape of search engine optimisation (SEO), extending its reach beyond Google to include TikTok.

Terms overtaking Google in search volume on TikTok:

Let’s delve into some eye-opening statistics that highlight this phenomenon:

1. “New Jeans”: When searching for new jeans, TikTok boasts a whopping 6 million mentions compared to 2.2 million on Google. This indicates a significant preference among users to seek fashion advice and recommendations on TikTok over traditional search engines.

2. “Meal Prepping”: TikTok again dominates with 23 million mentions, dwarfing the 48,000 mentions on Google. The platform has become a hub for culinary inspiration and meal prep tips, attracting millions of users looking to streamline their cooking routines.

3. “How to Invest”: Despite the complexity of the topic, TikTok sees 133,000 mentions of “how to invest,” surpassing Google’s 49,500 mentions. This underscores the platform’s appeal as a source of accessible financial education and investment guidance.

4. “Vegan and Cruelty-Free”: With a staggering 83 million mentions, TikTok eclipses Google’s 540 mentions for vegan and cruelty-free products. This reflects the platform’s alignment with eco-conscious values and its role in fostering communities around sustainable living.

So, what does this mean for content creators and businesses looking to tap into this trend?

Strategies to consider for TikTok SEO:

Utilise Tools: Leverage various tools to uncover what users are searching for on TikTok. Understanding popular trends and keywords can inform your content strategy and help you tailor content to meet audience demand.

Explore Existing Content: Take a deep dive into the content others are creating to address popular searches. Analyse successful videos within your niche and identify opportunities to provide unique perspectives or valuable insights.

Collaborate with Creators: Partnering with other TikTok creators can amplify your reach and credibility within the platform’s community. Collaborative efforts allow you to tap into new audiences and offer diverse perspectives on relevant topics.

Optimise Your Content: Ensure that your content is optimised for TikTok’s search algorithms by including relevant keywords in your video descriptions, hashtags, and captions. This increases the likelihood of your content being discovered by users searching for specific topics.

As TikTok continues to assert its influence as a search engine, content creators and businesses must adapt their strategies to remain visible and relevant in this dynamic digital landscape. By embracing TikTok’s unique features and catering to the preferences of its user base, you can unlock new opportunities for growth and engagement in this rapidly evolving platform.

TikTok ranking in Google:

TikTok is not only ranking in Google as a SRP feature under ‘videos’ along with YouTube, it occasionally has its own feature shown as a swipe through.

This means the benefits of getting content on TikTok is two-fold for businesses, this can guarantee you even further real estate on the results page of Google.

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