Is TikTok the new Google for Gen Z?

Since then it’s been doing some BIG user numbers with over 750 million unique visitors monthly. That’s insane! However, more than half of these users are under 34 years old, making the majority of TikTokers Gen Z or Zillenials, if you will. And while you might think of TikTok use as robotically scrolling through videos and hitting that like button every now and then, have you considered there might be a little more to it than that? TikTok does have an integrated search bar, so… I guess people are going to search.

Search behaviour shift – from questions to exploration

First thing’s first – are more Gen Z-ers using TikTok to search compared to Google? No, but it’s pretty darn close! Research by WARC found that 86% of Gen Z use TikTok to search weekly, with Google still in the lead at 90%. While this doesn’t take into account how much search is happening on either platform, it’s still a big number with a large majority of younger people searching in more than one way.

And it’s not just the use of multiple search platforms; the motivations for searching are also shifting towards exploring personal interests and entertainment over finding specific information or problem-solving. Nearly 40% of Gen Z users prefer using TikTok or Instagram over Google to search for inspiration, whether they’re looking for restaurant recommendations, things to do on holiday or the latest fashion trends. The Sun found that 72% of 18-27 year olds use social media to plan their meals, with TikTok being the most popular platform at 84%. I guess we don’t want to read through essays of personal childhood memories and anecdotes before actually getting to the recipe on a traditional food blog anymore.

But why is TikTok getting all these searches?

Trust looks different to Gen Z

What makes content trustworthy? Is it expert knowledge or data backed by statistics? I would agree these are great signals for reliable information if you’re searching for a particular answer or looking to specifically learn something new. However, when exploring interests or discovering hobbies, I would argue that relatability and authenticity is more important, especially to a younger audience who’ve grown up online. Sprout Social notes that these users often lean on creators when comparing products or experiences, preferring genuine reactions and opinions over polished brand messaging. So don’t be surprised if you catch someone looking up food recommendations on TikTok over a TripAdvisor listing.

But there’s a trade-off here, since we need to remember that these people online are most likely not experts at all - their priority is entertainment and views. Beauty secrets and film suggestions are definitely a low stakes kind of advice to take from a random content creator with loads of followers, but what about Your Money, Your Life queries? The downside is that users do turn to TikTok for financial or investing insights, yet Business Insider found that around 70% of this content is actually misleading. For some topics, traditional search and authoritative content is definitely best…

The attention economy

Short form video content is perfect for those who can’t be bothered to spend a little bit of time reading through a blog or searching for different answers and viewpoints on multiple websites. Now, there are some things I think TikTok is better at in this aspect, for example, you don’t need to navigate pop-ups or scroll through irrelevant bits before getting to the point. It’s definitely more efficient. But can you really build a real understanding of a topic through a 30 second video? Surely, you’ve at least got to verify the information somewhere (spoiler: it’s not on social media)! As for now, TikTok hasn’t usurped the king of search with Google still being everyone’s favourite search engine, including Gen Z.

Why this matters for digital marketing

For marketers and brands targeting a younger audience, it’s definitely worth including TikTok in your strategy if you’re not already doing so. This doesn’t necessarily mean creating traditional ads either, Gen Z would rather engage in content that feels authentic and hooks viewers quickly, making short, relatable videos possibly more effective than polished campaigns. You just need to be visible where younger audiences actually start their searches now, treating TikTok as the spark for awareness and discoverability, while letting Google capture intent when users want more details or to make a decision.

A brilliant example of brands embracing Gen Z culture is a marketing campaign run by Booking.com in 2022 called #TikTokMadeMeBookIt (wordplay on the viral #TikTokMadeMeBuyIt meme). This was their debut onto the social media platform and worked wonders in gaining the brand followers and generating millions of views, making everyone aware of their arrival. They racked up loads of engagement by giving away seven trips to lucky users who simply had to like the video and be following @bookingcom on TikTok to be in for a chance of winning. Several popular influencers, such as Joe Sugg and Anastasia Kingsnorth, were also enlisted to promote this contest – so it seems Booking.com went all out! After the buzz died down, the brand continued to be active on the platform by posting content that really leaned into the TikTok style, such as memes or entertaining videos.

It’s not really TikTok versus Google

Let’s not beat around the bush - there’s just no way TikTok will replace Google entirely. When it comes to hard facts, academic research or navigating the London Underground, Google is still the best option for reliability.

But if the goal is discovery and social proof, such as finding a new brunch spot, testing a recipe or exploring a style trend, TikTok may hold the edge for Gen Z. They may also just be involved at a different point in a user’s search journey – imagine someone stumbles upon a ‘hidden gem’ hiking spot on TikTok, then switches to Google to find out more information about this particular trail.

While it may seem like a search platform battle, they actually go hand in hand with Google still being the most used by a long shot.