The article discusses the increasing use of TikTok as a search engine by consumers, as highlighted in a new study by Adobe. The research involved surveys of over 800 consumers and 250 business owners to understand how TikTok is reshaping search behavior and marketing strategies.
The study reveals that 40% of consumers now use TikTok to search for information, recipes, music, and more. This trend is particularly prevalent among younger demographics, with 64% of Gen Z and 49% of millennials turning to TikTok as a search tool. The platform is being used to look up a wide range of topics, from cooking recipes to music, DIY ideas, fashion, and more. Additionally, 10% of Gen Z users prefer using TikTok as a search engine over established search engines like Google when seeking information.
TikTok’s popularity as a search engine is attributed to its unique delivery of content through short, informative videos that tell little stories. The platform’s ability to tailor content to each user’s interests is a key factor in capturing user interest. Gen Z users, in particular, appreciate how TikTok shows them videos aligned to their personal preferences.
In the realm of business, TikTok is gaining traction as a platform for reaching customers searching for products and services. More than half of surveyed business owners now use TikTok to promote their companies, with many devoting a portion of their marketing budget to creating TikTok content. Businesses are leveraging the platform for creative tangential content, product reviews, and instructional videos.
Looking ahead, the article emphasizes the evolving nature of TikTok and its potential to reshape consumer search behavior and content creation strategies. It advises businesses to stay agile and prioritize the user experience, delivering value through entertaining and informative videos.
Overall, the study highlights the growing influence of TikTok as a search engine and the opportunities it presents for businesses to connect with younger audiences and establish themselves as authoritative sources.