Is Tiktok Replacing Google?

TikTok has transformed from an app where people posted dancing videos and thirst traps into a preferred search engine for Gen Z, and it’s making us rethink the way we approach social media.

According to Google’s own data, 40% of young people prefer the app over Google for searches. But what makes it so popular?

There’s no doubt that consumers favour authentic, genuine, and personalised information in an increasingly saturated online world. Tiktok’s powerful algorithm and video-led format certainly tick all the boxes, creating a shift in digital search behaviour.

Let’s elaborate.

An algorithm built for authenticity and relevance.

Tiktok’s powerful algorithm differentiates the app from other search engines and social media platforms. Each user’s For You page is highly personalised and curated, almost unnervingly so. It’s a lot easier to find relevant answers when you’re working with an algorithm that’s designed to accurately anticipate your interests and needs.

Additionally, marketing communications via TikTok feel more authentic because of two reasons: the method of delivery and who’s delivering it.

Users are receiving information from real people, and a recommendation from a fellow consumer is usually perceived as more trustworthy than a search engine ad crafted by an SEO agency. Similarly, a video feels more tangible and genuine than a faceless article on Google written by a distant expert.

“[TikTok] feels genuine. I think a lot of people are having this counter-reaction towards being sold to for so long. People don’t like to be advertised to. So a lot of the complaints I’ve heard—and Google acknowledges it sometimes—the results seem gamified. It seems like it’s just brands selling you their affiliate links. And what people found from TikTok or micro influencers was a genuine experience or a genuine review.”

— Luke O’Leary of Neil Patel Digital on The DMI Podcast

It’s becoming clear that audiences want to see people experiencing the things they’re searching for in an organic and entertaining way, and TikTok facilitates this.

The rise of TikTok as a discovery tool highlights a new approach to information-seeking.

A study conducted by Adobe found that over 2 in 5 Americans use TikTok as a search engine. Research conducted by Rise at Seven even found that in some industries, users are searching via TikTok more than Google. Fashion-related terms are searched 503% more on TikTok than on Google.

What does this tell us? That people are seeking more visual and interactive ways to conduct research. It’s a lot easier to verify and investigate search results when you can see, hear, and directly comment on the results.

Consider this: if you're looking to dine at a restaurant, wouldn’t you rather watch a 30-second video capturing the restaurant’s ambiance, food, and customer service than read a vague review on Google?

These changes are creating great opportunities for businesses.

For businesses, this presents a chance to leverage the TikTok algorithm for growth and visibility. It’s a common story in the hospitality industry to experience overnight success through viral videos — the reason why there are so many sandwich shops these days.

Formats that work particularly well on TikTok are Employee Generated Content (EGC) and User-Generated Content (UGC), because they offer an authentic glimpse into the brand both behind the scenes and from the consumer perspective.

Ultimately, audiences are increasingly drawn to organic and entertaining content, preferring to see people experiencing the products and services they’re curious about in a more genuine and engaging context. This shift in consumer behaviour offers businesses a unique new strategy to work in tandem with Google SEO.