Cast your mind back 20 years. Rather than heading to Google to find the answer to your question, you turned to books, magazines and television. Since then, the rise of search engines (think Google, AOL and remember Ask Jeeves?) has meant we have the answers to pretty much anything, right at our fingertips.
But now, the way we search is changing again as social media seems to be the new go-to spot to hunt out a new restaurant, read breaking news or discover a ‘how to’ recipe for healthy high protein snacks.
For the Gen Z’s, TikTok is pretty much the search engine of choice it seems.
The 2024 Consumer Behavior Index (CBI) report found that 64% of Gen Z consumers use TikTok or Instagram for local search and discovery over traditional search engines such as Google.
To make things even simpler, this year, Tik Tok introduced ‘search highlights’, which the platform claims makes it easier for you to discover your desired content…
How it works
Type ‘coffee’ on TikTok and you’ll be met with user videos about coffee, related TikTok content found through keywords and hashtags, products for sale on TikTok shops, local coffee shops and more.
About the author
Simarin Tandon | Performance and Digital Marketing Manager
Having worked with brands across the Beauty &Wellness, FMCG, FinTech, and Home & Lifestyle sectors, Simarin focuses on driving acquisition and growth, whilst managing the performance team at brandnation.
A curious marketer, Simarin is always on the pulse when it comes to performance and digital updates across both paid and organic platforms.
Of course, the accuracy of information on TikTok might still be up in the air. Google on the other hand has built up more of a name for reliability over the years, plus it searches the entire web for content, rather than just one platform.
However, with Wikipedia integration edging its way in, Wikipedia snippets are also appearing in some search results for people, places and events. This offers the user even more information and further adds to TikTok’s newfound ‘search engine’ status. In fact, this is the first time that TikTok has offered results from the wider web and it could heighten the competition between TikTok and Google.
Social media search really shows no signs of slowing down. TikTok and Instagram have amassed a huge following; in 2023, TikTok had 1.5 billion users and in April 2024, Instagram had over 2 billion monthly active users.
It’s easy to see the appeal of these platforms, especially in terms of their search capabilities. Strong visuals on TikTok and other apps such as Instagram, make content appealing, plus videos can often offer more clarity when it comes to tutorials or reviews; it’s a show rather than a tell.
There’s also the fact that Gen Zs have an attention span of just eight seconds, according to research, which marries perfectly with the bite-sized, manageable content on TikTok.
What this means for brands and influencers
For brands who are hoping to increase awareness via influencers, these changes to how we search means honing in on certain aspects in a bid to reach a wider set of people.
Louise Denten, Senior Account Executive at Brandnation says: “As TikTok continues to evolve, it is crucial for influencers to adapt their content strategies and searchability efforts. This means focusing on keywords, creating engaging thumbnails, and crafting concise yet informative captions with relevant hashtags.
“As search functionality grows on the platform, influencers who prioritise these elements will not only reach a wider audience but also increase their chances of being featured on the For You Page and in search results, driving more traffic to their content.”
Although Google is still ahead in the search stakes, for anyone looking to thrive on TikTok, it’s essential to stay ahead of these trends.
Struggling to stay ahead of the curve and navigate changing search habits? Get in touch.
