In the fast-changing world of technology, search engines are going through a big change. Google’s position as the main source of information is being challenged by TikTok, a new player that blurs the line between a search engine and a content discovery platform. This has led to a debate among SEO experts about whether TikTok can be considered a search engine in its own right.
Some people argue that TikTok’s main purpose is to entertain and engage users with short videos, rather than provide information. However, others believe that TikTok’s search function and user behavior make it a powerful search engine in its own unique way.
User behavior has shifted when it comes to seeking information. Traditional search engines like Google are no longer the only option. Recent studies have shown that 40% of young people now prefer TikTok or Instagram over Google Maps or Search when deciding where to have lunch. This shows the growing importance of platforms like TikTok in users’ search habits.
Younger people, especially Gen Z users, are increasingly using personalized, algorithm-driven social networks to find information about brands, products, or services. A remarkable 51% of Gen Z women prefer TikTok over Google for search. This shows that this generation values platforms like TikTok for their speed, convenience, and relatability.
Brands that ignore TikTok in their search strategy risk missing out on visibility and engagement opportunities. TikTok’s visually appealing and interactive content format resonates with younger audiences, providing a fresh and captivating way for brands to connect with their target market. By creating search content on platforms where their audience is present, brands can ensure that their message reaches the right people in a format they prefer.
Furthermore, the definition of a search engine is changing rapidly. Platforms like Siri, Alexa, TikTok, Pinterest, Reddit, ChatGPT, Gemini, and SGE are all serving roles similar to traditional search engines. Users now want more than just information; they want engaging presentations, enhanced user experiences, and community aspects. TikTok, with its focus on short videos and user-generated content, aligns perfectly with these evolving user expectations.
Recognizing the competition posed by platforms like TikTok, Google has taken steps to compete. They introduced “Perspectives” to challenge platforms like TikTok, Instagram, and Reddit, and entice users back to the Google SERP. However, brands should not dismiss TikTok just because it doesn’t fit the traditional definition of a search engine. Instead, they should prioritize platforms that meet their strategic needs and where their target audience spends time.
Brands should also focus on creating content that meets the desires of their audiences. The shift in search engine dynamics is driven by user behavior, and brands that don’t adapt risk falling behind. The concept of E-A-T (Expertise, Authoritativeness, Trustworthiness) has been reimagined, placing more emphasis on the firsthand experiences of content and its creators. By understanding the needs and preferences of their audience, brands can create content that not only meets their requirements but also builds trust and authority.
In conclusion, the search landscape is expanding, and the definition of a search engine is evolving. TikTok, with its growing user base and unique search function, has emerged as a platform that cannot be ignored. Brands that overlook TikTok in their search strategy risk losing visibility and engagement opportunities with younger audiences. By embracing the changing dynamics of search engines and investing in platforms that meet their strategic needs, brands can stay ahead of the curve and connect with their target market in meaningful ways. TikTok may not fit the traditional mold of a search engine, but its influence and impact cannot be denied. Therefore, the answer to the question of whether TikTok is a rising search engine is a resounding yes.
