Younger generations are shunning Google search for TikTok

Nearly 40% of young people turn to TikTok or Instagram as a search tool, shunning Google, according to the US-based Big Tech company itself.

TikTok is quickly becoming recognised as a useful search engine, with younger consumers looking to more social media platforms as a means of finding places to go, things to do and even seek out relevant news and important information instead of using traditional means such as Google Search or Maps.

Last year, Google SVP Prabhakar Raghavan paid testament to the growth of TikTok by saying:  “In our studies, something like almost 40 percent 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.”

The study he referenced was a survey of US based users aged 18 to 24.

As a sign of becoming more aware of its reputation as a search tool, the Chinese social media giant launched a new, one minute advert aimed at getting users to ‘search it with TikTok’.

Raghavan went on to say: “These users don’t tend to type in keywords but rather look to discover content in new, more immersive ways,” he said.

He also suggested that younger consumer’s demand for visual content will change Google Search. This could have a monumental change on how retailer’s online operations gain exposure in the future.



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