General News
The TikTokification of Search
For nearly 30 years, Google’s been everyone’s go-to, from finding recipes to solving arguments and, of course, watching endless cat videos. But things are shifting. Platforms like TikTok are fast becoming the new search engines for younger audiences.
For nearly 30 years, Google’s been everyone’s go-to, from finding recipes to solving arguments and, of course, watching endless cat videos.
But things are shifting. Platforms like TikTok are fast becoming the new search engines for younger audiences.
What used to be “Google it” is quickly turning into “TikTok it” and if brands want to stay visible, it’s time to rethink how (and where) they show up.
Why the Shift?
- Visual dominance: Humans, especially Gen Z, process information visually, which platforms like TikTok and Instagram cater to perfectly. A 30-second video on “How to change a windscreen wiper” is much more effective than a written demonstration.
- Authentic Content: Over the past few years, we’ve seen the rise of influencers and user-generated content. Why? Because it’s more trustworthy and authentic than a corporate market campaign.
- Algorithms: Social media platforms have mastered user preferences and are delivering highly relevant content. The Instagram explore page offers a personalised search experience and creates a page full of posts that are like posts that users have interacted with.
- Enjoyable experience: Scrolling through TikTok, a platform with millions of videos that are targeted at a user’s “For You” page, feels less like a chore and more like a fun journey of discovery. There’s often no need to search “keywords” into a traditional search bar, because often a video you may want to see is a swipe away.
This isn’t just a social media trend, but a huge shift in how an audience consumes information. More businesses need to adapt and embrace short-form video content that is engaging and informative. Don’t just tell; but actively demonstrate how your products and services work.
On-platform search optimisation is crucial for targeting your audience, and it’s as simple as using specific hashtags, captions and subtitles, which all help to categorise content. Finally, maintain visibility by engaging with relevant trends and building a strong community through consistent interaction.
