Google vs. TikTok: How Gen Z is Changing The Way We Search

TikTok currently has over 1 billion monthly active users in 2022, and nearly 40% of Gen Z prefers to search on TikTok and Instagram over Google search. We are heading towards a Google vs. TikTok era for future search and marketing strategies. 

How TikTok Is Winning Gen Z Users

In addition to entertainment, TikTok has also become an information platform. You can use its search functionality to find places to eat, research a topic, and even find a new hairstylist. With the popularity of short-form videos, Gen Z wants to see a visual representation of something rather than read about it. 

Searching with TikTok vs. Google

While TikTok may not bring up an exact match of what the user is searching for, that’s one of its appeals. See, TikTok’s advantage is that it shows what is popular and culturally relevant at this moment in time. It’s heavily tied to pop culture and current events, and it allows the user to comb through places, information, products, and recipes. This way of searching adds fuel to the fire of the Google vs. TikTok debate. 

How to Search on TikTok

You can search on TikTok in a few different ways. The most common search methods are hashtags, sounds, or filters. But now you can search by typing a subject or question. 

TikTok’s search functionality has significantly improved, suggesting search words similar to Google’s search prediction. Additionally, when typing a word or question, TikTok’s algorithm will read the text you put on the screen and show your video to those searching for that subject. Placing the keywords in your captions is also very important for ranking too! 

Growing Your Brand on TikTok

TikTok is meant to showcase your brand’s personality. Get creative with the platform’s trending sounds, hashtags, and challenges. It’s important to remember one thing before you post a video, think and act like a consumer, not a brand. If you can do that well, this platform is ideal for building trust and growing your audience for your business. Especially for e-commerce!  

Need Help? Contact NW Media Collective!

Our experienced social media team can help you take your TikTok presence to the next level. We can help you find creative solutions that suit your brand niche while elevating your TikTok SEO to help you get through the Google vs. TikTok rivalry.  Contact us today for information about our TikTok services at sales@northwestmediacollective.com.