BY RONIKA MARANDI

"40% of consumers now use TikTok to search for things they need or are interested in learning about. " 

(Search Engine Journal, January 2024)

The Beginning of TikTok’s Evolution 

Initially launched as a platform for short, engaging videos, TikTok quickly became a social media giant as we know it today. However, over time, TikTok began to be used for more than just entertainment. Users started leveraging the platform's search features to find specific information quickly, leading to its evolution into a search engine.

Early Signs of the Shift 

In the early 2020s, there was a noticeable shift in how users interacted with TikTok. Instead of just passively consuming content, users actively searched for tutorials, product reviews, and trend updates. According to a study by HerCampus, "74% of Gen Z internet users began using TikTok for search, with 51% favoring it over Google." 

TikTok’s Response and Adaptation 

TikTok's marketing team (not surprisingly) jumped on this trend to to lean into its new role as a search engine. In 2022, the platform began testing features that identified keywords in comments, hashtags, video subtitles and linked them to relevant content. This feature made a much smoother user experience and boosted search engine optimization for users to find information directly within the app, further solidifying its role as a search engine (The New York Times).

In late 2023, TikTok announced launching a comprehensive ad campaign titled "It Starts on TikTok" which celebrated the platform's role in search and discovery. "Appearing on some of the UK’s biggest billboards, across radio, podcasts, social and in-app, and on TV screens" according to their website. This campaign highlighted how users turn to TikTok to find answers, learn new recipes, try new things, and discover trends; tying back to the company's mission. This strategic move was designed to bring awareness to and promote TikTok as a viable alternative to traditional search engines.

Google’s Reaction to TikTok’s Rise📈

As TikTok gained traction as a search engine, Google noticed the shift. Multiple publications revealed that TikTok had overtaken Google in the number of searches on its platform. This prompted Google to take measures to reclaim its dominance in search. Google introduced features to enhance search capabilities, such as integrating more visual and social media-like elements into its search results and introducing Featured Snippets. In 2023, Google also focused on improving its AI generative search to better understand and predict user search intent and spit back answers in an easy to digest manner often in bullet points and lists.

So what now?

Today, Gen Z's search habits push TikTok to solidify its position as a search engine. The platform's unique approach to search, driven by user-generated content provides information, visual appeal, reviews and instant gratification in the most convenient way; added a highly personalized algorithm, which sets it apart.

The problem with TikTok as a Search Engine

Misinformation

While TikTok excels in delivering engaging content, it also faces challenges with mass misinformation. Users and businesses must be vigilant about verifying the information they encounter on the platform.

Echo Chambers

The highly personalized nature of TikTok's algorithm can create echo chambers, limiting users' exposure to diverse viewpoints and information.

End Notes

TikTok's transformation into a search engine highlights a shift in consumer behavior and online search habits. As TikTok continues to evolve, it will be crucial for businesses to invest time and resources in digital marketing to stay on top of the curve.

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