Is TikTok the New Google?

Date: November 17, 2022

According to internal data from Google, 40% of Gen-Zers prefer TikTok for online searches. With TikTok’s growing popularity, many people wonder whether it will overtake Google in the search arena. I’m here to say that is unlikely to happen, but let’s talk about why. 

Why People Search on TikTok 

TikTok has gained popularity due to its visual nature and the fact that you can find useful information in a concise video without the need to read. In addition, one of the things that entice users to turn to TikTok is the “For You” page, which provides each user with customized content based on their viewing trends. 

Essentially, people go to TikTok primarily for entertainment purposes. They don’t typically open the app with a question in mind or looking for anything specific. They just want to come across some great content and spend some time being entertained.

Something that is also important to note is that there is a good amount of misinformation on TikTok, which makes the app not as reliable as a trusted search engine. Users have to take what they find with a grain of salt, as with anything on the internet these days. 

Why People Search on Google 

As of January 2022, Google dominated the search market with 91.9% of the market share. In addition, according to a survey by Moz, 84% of respondents used Google three or more times a day. With that said, I think it’s safe to say that Google is here to stay. 

People turn to Google specifically to find answers to questions or other particularized information. In addition, Google’s algorithm is so well developed that people are typically happy with the credibility and useful nature of the results they come across, which has also contributed to Google’s great success at the top of the search engine space. 

Google is Here to Stay

While TikTok is continuously growing in popularity, Google is here to stay. However, it’s important for certain industries to keep TikTok in mind for their marketing efforts, such as the beauty and fashion sectors. On the other hand, Google will be necessary for many professional service providers, including law firms. For example, users will still take to Google to have their questions answered and to seek services – I know I will be. 

TikTok and Google are two platforms with different types of user experiences, demographics and user intent. As mentioned before, most people go on TikTok to entertain themselves and pass the time while Google is used to find information, whether a nearby service or just the answer to a question. 

Have More Questions? 

Being an agency specializing in search engine optimization, we are definitely keeping our eye on TikTok’s evolution in the search arena. As previously mentioned, Google is here to stay for the foreseeable future. This is especially true for service businesses, such as law firms or contracting companies. If you have any questions feel free to contact us today to discuss further!