TikTok is gaining traction as a search engine among Gen Z [STUDY]

TikTok is increasingly used as a search engine by consumers looking for information, recipes, music and more, according to a new study by Adobe.

The research included surveys of more than 800 consumers and 250 businesses to understand how TikTok is reshaping search behavior and marketing strategies.

The rise of TikTok as a search engine

Research proves it 40% of consumers now use TikTok to search for things they need or want to know about.

This tendency is common among the youngest, with 64% of Generation Z (those born after 1996) and 49% of millennials (born between 1981 and 1996) who turn to TikTok as a search tool.

The platform is used to search for all kinds of topics, from cooking recipes, that Gen Z is searching for. 29% more than millennials, with music, DIY ideas, fashion and more.

almost 10% of Gen Z users now prefer to use TikTok over established search engines like Google when looking for information.

ChatGPT is also gaining popularity as a search tool, with more 10% from people who use it to ask for information such as personal finance advice.

Why TikTok captures the interest of users

TikTok has become popular as a search engine because it offers content in a unique and personalized way, through short and informative videos that tell small stories.

A big part of TikTok’s appeal is how it tailors content to each user’s interests. About 40% Gen Z users like how TikTok shows them videos aligned with their personal preferences. Even 26% of baby boomers are drawn to TikTok’s story-style content.

Most TikTok users prefer video tutorials over other formats: 62% they say they are their best choice. Reviews and personal anecdotes are also appreciated, with 39% i 38% naming them as favorites, respectively.

TikTok’s focus on real people sharing their experiences is part of the reason many see it as a reliable source of knowledge and expertise.

Business owners pivot to TikTok

TikTok is gaining traction among entrepreneurs as a platform to reach customers looking for products and services.

Finished half of business owners surveyed now use TikTok to promote their businesses, posting about 9 times per month on average. Partnering with TikTok influencers for sales and promotions is also a popular tactic 25% of small business owners pursuing influencer marketing.

On average, companies spend 15% of your total marketing budget to create TikTok content.

They mainly focus on creative tangential content (43%), product reviews (36%), and instructional videos (35%). Looking to the future, more than half of the companies (53%) intend to increase their investment in TikTok marketing, despite ongoing challenges in driving engagement and regularly creating engaging content.

looking ahead

As TikTok reshapes consumer search behavior, content creation strategies may evolve along with it.

While TikTok requires continuous experimentation, it offers opportunities to connect with younger audiences and become an authoritative source.

Stay nimble as the TikTok landscape will continue to change. Most importantly, it puts the user experience first, providing value through entertaining and informative videos.

Featured image: sentretvector/Shutterstock

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