How TikTok overtook Google as gen Z’s go-to search engine

“Gen Z are no longer passively consuming content on TikTok,” says Paul Mears, TikTok UK’s Group Vertical Director, Retail and E-commerce. Instead, they are using this platform in an “intent-driven” way to seek content through search.

TikTok, once known as just another social media platform for silly dances and viral trends, is now a powerhouse for brands, with audiences being able to purchase directly from the channel through TikTok shop and get inspired from trusted creators. 

In February 2021, TikTok overtook Google as the most popular search engine – according to web security and performance company Cloudfare – ending the tech giant’s streak for the first time in 15 years. 

It’s especially popular among gen Z users, with the head of Google’s knowledge and information organisation – Senior Vice President Prabhakar Raghavan – having previously reported that 40% of young people use TikTok or Instagram when searching for a place to have lunch instead of Google maps or search. 

TikTok provides a huge opportunity for brands that want to reach younger audiences, with its engaging short-form video format, but also offers more authenticity with trusted influencers promoting content on the app as well as building a sense of community by allowing them to engage with others. 

In addition, TikTok is more convenient for many users which Jay Richards, CEO of gen Z insights platform Imagen Insights, says is what it really comes down to and the shortest route would be to achieving a task at hand. 

Richards said: “Gen Z are keen on this more than anyone else, they want the most information in the shortest and quickest way possible.

“TikTok provides a wealth of information in their favourite format, video, and they're already spending a substantial amount of time on the platform anyway, so it's a win-win from all perspectives.” 

According to internal data from TikTok from 2021 to 2022, more than half (62%) of users said they discovered new products and brands on the channel. A report by Oxford Economics, also found that TikTok users are 1.5 times more willing to purchase something that they’ve discovered on the platform compared to other social media. 

Mears tells PMW that users are able to form “strong connections” on the TikTok app as it gives global communities such as #BookTok and #FashionTok room to grow and thrive, most of which are driven by gen Z and share “diverse and unique perspectives” that are hard to come by otherwise. 

To leverage that power of connection and engagement, Mears says brands will be able to see the most success through using “creative bravery” to show up authentically, cut-through the popular content, and deepen trust with their audiences. 

TikTok shop is also an important tool for brands where, again, the benefit of convenience shines through as users can purchase products directly on the app without having to be redirected somewhere else.

According to research by Earnest Analytics, adults between the ages of 18 to 24 were 3.2 times more likely to buy something on TikTok shop in 2023 than the average consumer. 

Mears adds: “TikTok shop is growing rapidly as more merchants realise the value of it as an e-commerce platform. A big part of the work we do with brands is to help them to understand the power of the opportunity they have with TikTok [such as…] cultural relevance, a unique storytelling platform and the chance to attract new customers and drive sales.”

Gil David, Founder of performance marketing agency Run DMG, says that with gen Z using search more on TikTok and new platforms like ChatGPT, it poses a “huge threat” for Google search advertising and other traditional search engines such as Bing. 

However, for brands that want to target younger audiences, TikTok is becoming more and more of an important marketing channel, but they need to have a clear understanding of the platform.

“[Brands] have to think of it like SEO and the hashtags they're using to make the brand discoverable when people are searching for those terms. They want to be doing stuff on the platform and tagging it a way so that TikTok understands what it is they're showing, what it is they're selling to people, what the product is, and how it can show the ads in the post to the right audience.

“A lot of people use third-party platforms to make content which is fine, but they probably lose some of the tagging aspects.” 

Mears adds: “Our platform is changing the way people and businesses are discovered, bypassing traditional industries and opening doors so that everyone on TikTok can be empowered to define success on their own terms. The brands that get it can add an immediate layer of contextual connection and trust.”