The Singaporean app named TikTok was launched internationally in September 2017. Although it was marketed as a viral dance app, it is now in a completely different place than it was. Now, lots of users use this app as a primary search engine. It challenges even the dominance that Google has had over the last decade especially amongst Gen Z.
The Shift to Search Engine
Nowadays, nearly 50 percent of US consumers use TikTok as an everyday search engine to learn more about every day questions, or even products that they plan on buying. Although it has become stronger, the more trusted search engine stays Google. The reason behind this switch is the ability to watch short form videos. This format allows the consumers to see rather than read, and to hear storytelling with an interactive experience.
Traditional search engines work around text-based information, while TikTok focuses more on full-screen videos with intent by having visual demonstrations, voice-overs and context all in one. This greatly reduces the needs and effort a consumer needs to make to get their answers. As we all know and experience, attention spans are getting shorter. This is why visual information is superior as it is easier to digest! Furthermore, consumers tend to rely more on peer experiences from influencers instead of the brand description. The last important thing to understand is that this switch in the search engines does not replace the search intent, but rather the search format; meaning the consumers are still looking for the same answers just elsewhere.
For Businesses
Now, what does this mean for businesses that want to stay on top of their digital marketing game? It is no longer just about ranking number one on Google with proper keywords; it is also about being the recommended answer on a TikTok search result. This can be achieved by putting trustworthy videos out there with the right digital marketing strategy.
Like Google’s AI, TikTok’s algorithm recognizes and uses keywords but at a deeper level. These videos are “heard” by the AI making the text said within these videos very influential on where you will place in a search made by a consumer. In addition, the on-screen text needs to match the keywords to be able to succeed within this search engine.
Nowadays, buyers trust individuals more than brands. Businesses need to train their sales team to be “micro-influencers” rather than just walking libraries that just spit information. Furthermore, TikTok has a service called “TikTok Shop” which allows brands to sell directly within the app. This is good for brands and business’ as it allows to turn leads into sales with minimal friction.
In conclusion, TikTok has now become one of the strongest search engines on the market. Consumers turn their heads to this app because of the interactive user experience and the lack of effort needed. For businesses, this means they need to adjust their digital marketing and span out on this search engine to maximize their sales.