The Power of TikTok as a Search Engine

Why is TikTok becoming a source of information for Internet users?

74% of young people use TikTok as a search engine. More than half prefer the social network over Google for information. The power of TikTok is getting stronger, with the trend being confirmed. Already last year, TikTok established itself as a valuable source of information for young Internet users, and today, this still holds true.

The numbers of TikTok users continue to rise, almost thumbing its nose at Google, which just celebrated its 25th anniversary. Today, TikTok shapes the daily lives of the younger generation. In fact, 74% of Gen Zers use TikTok when searching for information, and more than half say they prefer it over the web search bar of social Google. The power of the ByteDance platform is undeniable, especially when it comes to internet user consumption.

There’s a reason why the hashtag #TikTokMadeMeBuyIt has over 12 billion views. TikTok holds great influence over consumer behavior. The same can be observed when it comes to films or television series.

But what does TikTok have that Google doesn’t? Why has the social network established itself as an independent source of information for a large number of Internet users? TikTok users justify this “new use” for three reasons.

Overall, 69% of respondents like the video format of search results presented by the platform. Internet users also find the answers more relevant (65%) and appreciate the personalized nature of the content (47%). The TikTok algorithm is definitely a force to be reckoned with, as it continuously provides users with results that align with their expectations.

Culinary recipes serve as a prime example. TikTok offers a vast array of recipes in a video format, making them easy to follow and prepare. Users find these recipes more accessible compared to “classic” sites like Marmiton or 750g.

Given TikTok’s influence on the habits of younger generations, brands must adapt. 72% of users have already fallen in love with a product after seeing it on TikTok. One notable example is Uniqlo’s famous fanny packs, which have been recommended by numerous TikTok creators and influencers for months. As a result, these practical bags have become a common sight.

Influencers on TikTok seem to have an easier time compared to those on platforms like Instagram or Snapchat. According to a study conducted by Her Campus Media, 61% of respondents trust influencers and brands on TikTok, even more so than their loved ones. In fact, more than 70% of Chinese social network users trust influencers.

Despite concerns about “thieves-influencers” and the tightening of regulations to combat abuses, these figures demonstrate the incredible trust placed in influencers on TikTok.