Trend Series: Changes in Search Behavior: Is TikTok the New Search Engine?
The landscape of search behavior has dramatically evolved over the years. Where people once turned to their mom, friend, or coworker for answers, and then transitioned to asking Google, they are now increasingly turning to TikTok.TikTok has reshaped the future of search and discovery. Why read a long article when you can watch a quick videodemonstration? The rise of video content, especially user-generated content, has created a new way to answer questions, discover reviews, and learn how to DIY.
With people bypassing Google, what does this mean for your business’s website traffic?
Understanding the Shift
To gauge the impact on your customer base, it’s crucial to know who is driving this trend. While 41% of consumers have used TikTok as a search engine, this behavior is predominantly observed among younger generations. A striking 64% of Gen Z users turn to TikTok for searches, compared to just 14% of Baby Boomers.
Equally important is understanding the type of content consumers are seeking on TikTok. The top three categories are new recipes, new music, and DIY tips. For service industries such as home improvement, personal services, or auto repair, this trend is particularly pertinent. However, businesses across all sectors should monitor this shift as it gains momentum.
Why This Matters for Your Advertising Strategy
As consumer habits evolve, it’s vital to adapt your media strategy accordingly. These changes can present new opportunities to connect with your audience. If you’re experiencing dips in website traffic or other key performance indicators, it may be time to reassess your current strategy. Ensure your tactics still align with reaching your target audience and achieving your goals.
Staying ahead of trends like the shift to TikTok for search can help your business remain relevant and effective in an ever-changing digital landscape.
Insights from Our Gen-Z Interns
We asked our Gen-Z interns for their thoughts on this shift and their personal experiences:
Nikki Daraghi
Nikki Daraghi is a second-year intern at Avail Media, and we are thrilled to have her back for another summer! She will be a senior at The University of Texas this upcoming fall and will graduate in May 2025 with a Bachelor of Science in Advertising and a minor in Business.
“TikTok is my new Google. As a visual learner, I find that searching for travel destinations or even a new restaurant on TikTok has a more telling effect on me than just Google searching. I get to see live reactions of people trying new foods or sightseeing in Italy. You can’t get audible gasps through Google. Sure, there are plenty of reviews online, but there is something about the quick convenience of video searching on TikTok that makes it a pleasant experience. Finding a restaurant to eat at on Google feels like a chore, but searching on TikTok makes it more amusing.”
Zoey Lara
Zoey Lara is a first-year intern at Avail Media and has been an amazing addition to our team this summer! Zoey is a recent graduate of The University of Texas, where she received her Bachelor of Science in Advertising.
“From my perspective, I've definitely noticed a shift to TikTok when it comes to my go-to search engine. TikTok makes finding things like recipes or tutorials a lot easier. For my generation, it seems to be a lot about attention span. TikTok produces shorter, easier-to-understand video content compared to the longer content that Google or YouTube may provide. Gen Z, from my perspective, enjoys things that are to the point. Let’s get the exact answer we’re looking for and move forward.”
Our Approach
When we partner with clients, we prioritize a holistic understanding of the customer journey. While we don't directly offer search services, we recognize that shifts in search and website behaviors significantly impact our clients' businesses and overall media strategies. A consumer's journey is often a long and winding path before making that first purchase. Therefore, it's crucial for your brand to engage with your target audience at every step, guiding them closer to becoming loyal customers.
Reference:https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine