How TikTok is becoming the new Google for Gen Z
TikTok is becoming a popular search engine for Gen Z’ers, says a report from Adobe about the state of TikTok. Let’s dive in for some key take-aways and shocking numbers.
Forget Dance Challenges
TikTok has transformed from just an entertainment platform to a powerful search engine. Forget about those viral trends and dances - people are looking for new products or services, fashion advice, and tutorials. 64% of Gen Z’ers and 49% of millennials saying they’ve used TikTok as a search engine.
Killer Stortytelling
TikTok's draw as a search engine lies in its short, informative videos, unique storytelling format, and personalized content. They feel that these videos fit more in their social media habits.
Have consumers ever used TikTok as a search engine?
Businesses Embracing TikTok
More than half of business owners (54%) are recognizing TikTok's potential, using the platform for business promotion. On average, they allocate 15% of their marketing budget to TikTok content creation, experimenting with content types like creative tangential content, product reviews, and video tutorials.
Challenges
While 53% of business owners plan to increase their TikTok marketing investment, challenges persist. Issues include boosting engagement rates, consistent content creation for social media, appealing to a broader audience, and maintaining video quality. However businesses have a golden opportunity to tap into TikTok's potential for authentic content that resonates with users.
Sander Denayer
Creative Producer & Co-Founder at DWARS
