TikTok as a search engine: a new digital era
If Google used to be the go-to destination for anyone looking for information online, that scenario is changing today — at least among Gen Z. According to a study by Adobe, 64% of young people in this generation already use TikTok as a search tool. But why is this happening?
The rise of TikTok as a search engine reflects a shift in how people consume information. In this post, we'll explore the reasons driving this change, the most searched categories, and what this means for brands and content creators.
Why are young people choosing TikTok over Google?
According to the survey by Adobe, there are five main reasons why young people choose TikTok for their searches:
✅ Short video format: 44% of respondents say videos are more informative and easier to understand.
✅ Engaging stories: 34% say they like the way information is presented.
✅ Personalized content: 31% feel the algorithm delivers answers more aligned with their interests.
✅ Up-to-date information: 29% prefer TikTok because content tends to be more recent.
✅ Interactivity: 29% value the ability to interact directly with content, whether through comments or likes.
This shift in behavior reflects a search for information in a faster, more accessible, and more visual way — something TikTok's format delivers masterfully.
What do people search for the most on TikTok?
Com a popularização do TikTok como ferramenta de pesquisa, algumas categorias se destacam entre as mais buscadas na plataforma. De acordo com o estudo da Adobe, os temas mais pesquisados são:
- ? New recipes (36%)
- ? New songs (35%)
- ? Tutorials (34%)
- ? Fashion tips (30%)
- ? Exercises and workouts (29%)
- ? Beauty tips (29%)
- ?️ Product recommendations (25%)
- ? New products or services (25%)
- ? Aesthetic inspirations (23%)
- ? Health tips (22%)
If your brand operates in one of these segments, it's essential to consider TikTok as a strategic channel to appear in users' search results.
How can brands take advantage of this trend?
With TikTok's rise as a search engine, companies need to rethink their digital marketing strategies. Some best practices to stand out on the platform include:
? Create search-responsive content
Include strategic keywords in the caption and video text to increase your chances of appearing in the platform's search results.
? Use relevant hashtags
Hashtags work as a content indexer within TikTok. Use popular terms from your niche to improve your video's reach.
? Take advantage of trends and challenges
Participating in trends can increase your content's visibility and boost engagement with new audiences.
? Monitor platform insights
TikTok offers an analytics tool that lets you track your videos' performance and understand which formats perform best.
? Direct traffic to other platforms
Use the audience you've built on TikTok to drive visitors to your website, blog, or other social networks.
But will TikTok actually replace Google?
Despite TikTok's growth as a search tool, Google still remains the main reference for deeper, more reliable research. However, the trend shows that consumer behavior is changing, and brands that know how to adapt to this new scenario will come out ahead.
Now tell On: is your brand already taking advantage of TikTok's power?
Get in touch and find out how to turn this trend into a strategy for your business! ?
