Gen Z Prefers Using TikTok, Instagram for Search Instead of Google, as per Google’s Data
Everything You Need To Know in Less Than 50 Words
TikTok is the most popular social media platform among younger demographics. As a result, the social media giant has forced other social media platforms to step up their game.
Search engines like Google now have to compete with social media platforms like TikTok and Instagram. However, recent studies find that TikTok offers more than social connections. According to Google’s internal data, nearly 40 percent of Gen Z users use these platforms to do an internet search over Google Search and Maps.
Tell Me More
But what has prompted the shift in search habits for younger generations? Let’s take a look.
What is the Appeal?
Aside from video entertainment, you can find videos about any business, craft, or recipe online. And with platform updates, users can get recommendations on many aspects of their lives, from products to housing.
Google’s Senior Vice President, Prabhakar Raghvan, said that as per Google’s internal studies, nearly 40% of young users use TikTok or Instagram instead of Google Maps or Search.
This includes searching for a place to eat, products to use, places to vacation, and apartments to rent. The difference between search engines like Google and social media platforms like TikTok is their difference in visualization. Google caters to users who prefer reading more, while platforms like TikTok cater to users who prefer visual aids.
Search engines like Google now have to compete with social media platforms like TikTok and Instagram
What Users Have to Say
Gen Zers interviewed by news sources said that they prefer TikTok over traditional search engines because they prefer visual platforms.
Users have praised apps like TikTok and Instagram for their ability to share videos about something users are interested in. Younger users enjoy being able to learn something new quickly and with a visual aid. Pictures can only do so much, and sped-up videos do a great job at teaching viewers processes step by step.
Another thing that TikTok and Instagram’s search tools have is their adaptability. Their predictive text features will suggest common searches related to what users type, reducing users’ need to go off-platform and search for things. These platforms will also adapt to what users are searching for and present more content related to what they are interested in on a day-to-day basis.
What This Means for Google
TikTok doesn’t show any signs of slowing down and appears to be growing more popular with time. If these numbers are any indication, this is a sure sign that this 40 percent number could grow. What remains to be seen is whether it will increase only with younger generations or if older generations will catch on to this trend.
There is still plenty of content on the internet to keep Google busy in the meantime. Moreover, the company has a reputation for adapting to consumer needs. Nonetheless, they should be looking for ways to improve their services to keep pace with the competition now more than ever.
Source: Business Today
E-commerce store owner?
Build and optimize your product feed to sell more.
Get exclusive CMO tips that I only share with email subscribers.