TikTok Challenges Google As the Search Engine of Choice

The days of not taking TikTok seriously are fading like a great pair of blue jeans.

The latest word is that TikTok could be giving Google a run for its money as the next big search engine. That sounds a little far-fetched, but we're not joking.


Don't take our word for it. A new study from Adobe shows that 10% of Gen Z choose TikTok over Google as their preferred search engine.

We're pretty good with sarcasm, but can't find the right words here.

About 49% of millennials and 29% of Gen X'ers say they have used TikTok as a search engine, while only 14% of those finicky Baby Boomers have partaken.

What does TikTok have that Google doesn't?

The infamous Adobe survey indicates that 44% of TikTok users are most excited by short-form video formats because they're easier and more convenient to check out. Remember, this is the age of give-it-to-me-now.

Another 34% said that storytelling in the videos attracts them, 31% said they enjoy personalized content, 29% said information on current events is their thing, 29% pointed to the interactive and immersive experience, and 27% feel like TikTok is more integrated with social media browsing habits, which makes the experience more comfortable.

What are the hot topics on TikTok as a search engine?

62% say video tutorials are the top draw, followed by product and service reviews at 39%. The personal stories slide into third place at 38%.

Recipes (food porn), music (cause we all like to dance), DIY tips, and fashion advice are some of the staple topics, delivered in that video tutorial format we mentioned above.

Adobe didn't forget business owners. The study shows that "54% of business owners surveyed use TikTok to promote their business, posting an average of nine times monthly." The study also shows that business owners on average dedicated 15% of their marketing budget for TikTok content creation.

22% of business owners say video tutorials perform better than traditional SERPs, with creative content, product reviews, trends, personal stories, slide shows, guides, Q&As, and influencer content following in that order.

So, is TikTok on its way to ushering in a new breed of search engine?

Is the phrase "Google it" about to become "TikTok it"?

Sounds like it to us.

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