Is TikTok the New Search Engine?

Despite starting as a social media platform, known for its dance videos and viral trends, TikTok has quickly become an unconventional search engine. Through its personalized feeds and genuine content from real people, TikTok provides an intimacy and immediacy that traditional search engines, like Google, lack.

Users are already lurking on the app, and TikTok makes it easy to discover relevant content through its search tools. The drawback? You’ll only be presented with TikTok content.

In comparison, traditional search engines will show a wide range of sources to answer your query. That said, people seem to value the content – for certain searches – on TikTok more than the websites shared by Google, which usually try to sell or market something to readers.

The Growth of TikTok Search

The idea of a TikTok search engine first entered wider discussion during Fortune’s 2022 Brainstorm Tech conference. At the event, Google’s Senior Vice President Prabhakar Raghavan said:

“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

I’ll discuss TikTok’s popularity with younger generations in a later section, but it’s important to note Google’s recognition of TikTok as a search engine back in 2022.

Since then, TikTok’s continued to grow as an alternative search engine, providing both entertainment and knowledge to its users. You can see TikTok’s rise in popularity as a search engine from the statistics in the box below:

TikTok Isn’t a Google Replacement

Just because Google has a monopoly on search doesn’t mean alternative search methods can’t exist. YouTube is the second most popular search engine, behind Google, and Amazon takes the third spot, with consumers turning to the marketplace for their ecommerce queries.

People are using TikTok for particular searches, but not all searches. A study by Adobe found that people are using TikTok to find recipes, music, and DIY tips. TikTok delivers visual advice and recommendations in a digestible format, whereas you might have to spend more time researching and exploring different pages from a Google result.

For example, I’d use Google to search for Tom Hank’s latest films, but I’d use TikTok to find the best food spots in Brooklyn.

Why Has TikTok Succeeded in Search?

TikTok’s focus on user-generated content and relatable stories has positioned the platform as a trustworthy source for many consumers. Like Reddit’s success on Google, TikTok users appreciate hearing from real people – the social media platform isn’t just for entertainment.

This is just one of the reasons why TikTok has succeeded as a search engine in the evolving digital landscape. The snappy nature of the platform’s content aligns with the shortening attention spans many of us have. And, it’s one of the better platforms for businesses to humanize themselves and set up an effective brand personality, with more consumers valuing community and authenticity from the brands they shop with.

Plus, the personalized shopping experience it creates through the “For You” page is incredible, presenting relevant content and information to users – a sign that TikTok serves the consumer first.

There are various methods to search on TikTok, each offering a unique approach:

• Standard search bar – The search bar is visible at the top of the mobile app, allowing users to find something when browsing content. TikTok will also suggest related terms as you’re typing, and you can apply advanced filters (such as video type and length) by clicking the three dots to the right of the search bar.
• Use the Discover page – You can view trending content, hashtags, and creators (including TikTok micro-influencers) through the Discover page. However, this feature isn’t available in the TikTok app for everyone. If you can’t see this search tool, you can still visit the Discover page through the desktop version.

• Search by hashtag – Click on a hashtag when watching a video to see content tagged with the same word, or view the “Hashtags” tab after you search. This will show you similar hashtags people are creating content for, helping you identify trending topics and opportunities. Hashtags also help consumers find your content.
• Use keywords – Similar to hashtags, you can use keywords related to a niche topic or query to find relevant content. TikTok’s algorithm reviews captions, profiles, and more, to display the right content for your search.
• Sound search – TikTok is known for its trending sounds and music, but did you know you can find content via these tracks? Simply click the circle in the bottom right corner of the video to see other content using the sound. It’s a unique way to discover content, but it’s also a useful tool for businesses to see if competitors are jumping on a trend.
• Look up users – Easily find content from your favorite creators and brands when searching by user. The “Users” tab appears after inputting a search into the standard search bar.
• Review trends – If you type “Creator search insights” into the search bar, you’ll see a box to view current TikTok trends (broken down by industries, like “Gaming” and “Food”), as well as potential content gaps identified by TikTok. This is incredibly useful for creators and businesses seeking fresh content ideas.

➡️ For more advice, check out our guide showcasing the latest TikTok tips and tricks. Or, get inspiration from these TikTok ideas for businesses.

TikTok is a popular social media platform, but it’s being increasingly used as a search engine by younger demographics. The visual format of TikTok’s content is more appealing to them, and it’s easier to consume information quickly.

A 2024 Adobe study of 808 TikTok consumers shows that all generations are using TikTok as a search engine. Gen Z takes the lead with 64% searching on TikTok, in comparison to 49% of millennials, 29% of Generation X, and 14% of baby boomers.

Another study by Forbes identified that Gen Zers prefer searching via Instagram (67%), followed by TikTok (62%), and then Google (61%). Naturally, most people are using multiple platforms to search, which is why it’s still a close race between the three.

As a millennial, I regularly use TikTok to look up local food spots before a trip or cleaning advice for my washing machine. So, it’s safe to say TikTok isn’t just for Gen Zers. But, the data is clear – for Gen Z, TikTok is the new search engine.

For business owners, if your target audience is mostly made up of millenials and Gen Zers, then it’s worth investing in building a TikTok presence. On the flip side, if you find you’re mostly marketing to boomers, then you might be better off considering more traditional digital marketing strategies.

Why Is TikTok So Popular With Gen Zers?

TikTok first launched in 2016, meaning Gen Zers have grown up with the social media platform as one of the most popular apps around the world. With the fast-paced nature of news and trends and shorter attention spans, it’s not surprising to see younger generations using TikTok as a search engine and entertainment source.

According to Bernstein Research, fewer Gen Zers use “Google” as a verb. It was first added to dictionaries in 2006. It’s a sign that more and more people – particularly those born after 1997 – are using a variety of platforms to search for information, like TikTok.

That’s not to say Gen Zers are choosing TikTok instead of Google, but they’re using it in addition to traditional search methods.

Search engines, like Google, are losing the trust of younger searchers due to ads and irrelevant content. Instead, Gen Zers favor relatable and instant answers generated by real people instead of brands, especially for specific queries, like recipes. TikTok’s video format and personalized feed support the way younger generations want to search.

TikTok’s rise as a search engine has largely been successful, helping users discover content that matters to them. However, it’s faced more than a few obstacles, particularly in 2024.

Despite more people trusting TikTok with their search queries, TikTok has struggled with the spread of misinformation – this has been especially prevalent during the recent US election. For TikTok to succeed as an authoritative search engine, it’ll need to crack down on fake news.

That said, the outcome of the presidential election could end up being a good thing for TikTok. Donald Trump pledged to save TikTok if elected, so the currently proposed ban might be overturned.

➡️ Will Trump stop the TikTok ban? Read more about how this might impact your business in our article.

But, it’s not all doom and gloom when it comes to TikTok. The platform has made considerable progress since it first launched, introducing TikTok Shop and new content discovery features to improve the user experience. The dynamic nature of TikTok means we’re sure to see even more updates and helpful tools – depending on the outcome of the TikTok ban.

As TikTok grows in popularity and marketing strategies evolve, businesses must harness the opportunities the platform presents. TikTok users, particularly younger generations, are already engaged – you just need to find a way to convert that attention into sales and loyal followers.

How can you grow your business on social media? For TikTok, create relatable, relevant, and consistent visual content for your audience. This could look like product reviews, trending content, tutorials, or personal insights.

Based on the data I shared previously about the age groups using TikTok, I highly recommend you use TikTok for your business if your target audience includes Gen Zers.

TikTok is a valuable addition to the search landscape, helping users discover visual content from real people and brands. That said, it’s unlikely TikTok will replace Google. Even with the DOJ’s monopoly ruling still to come for Google, TikTok isn’t a replacement search engine – it can work alongside Google, in a similar way to Reddit for user-focused searches or YouTube for longer-form video content.

It doesn’t have to be one or the other. Each platform comes with its unique search tools, and TikTok targets the interests of its users with a personalized feed. It’s safe to say that people are searching widely, and not exclusively with Google. Could we move on from the verb “Google” and replace it with “TikTok”? I’m not sure it has quite the same ring to it, but only time will tell.