Should TikTok be considered as part of your search tactics?

In a recent survey conducted by the Business Times, nearly 40% of the Gen Z demographic prefer TikTok as their search platform over Google. This indicates a significant opportunity for marketers to leverage TikTok as part of their overall search strategy. But why is TikTok so popular with Generation Z, and what motivates them to choose it over Google?

 

TikTok taps into two key factors: convenience and personalisation.

 

Convenience

With attention spans diminishing- Forbes magazine states that Generation Z is only willing to sacrifice 1.3 seconds for an advert on average.

TikTok effectively caters to this attention span decline by providing short, engaging content that is easily consumable.  This also raises the importance of showcasing your brand early on in your video content, with the attention span so short it is increasingly important that the messaging you want to stick in the audience’s mind is delivered early on, ultimately becoming memorable.

 

Personalisation

TikTok’s algorithm is designed to showcase relevant content tailored to individual users. It often predicts what users are likely to search for, delivering personalised results based on their location and browsing habits. This personalisation is a significant advantage for anyone looking for quick and relevant information.

TikTok is heavily catered towards the younger generation. However, there are plenty of articles that suggest that the other age groups are looking to get involved. Data from GWI (the audience insight platform) states that there has been an increase in baby boomers (consumers aged between 55 + 75) using TikTok since 2021, connoting that there are opportunities to reach people beyond Gen Z through the channel.

 

What opportunities does TikTok present for marketers?

To understand the implications of TikTok for marketers, I turned to LinkedIn to find out if TikTok is currently being used, not used at all, or being considered for the future within marketing teams. Among those who responded, 58% indicated that they are already incorporating TikTok into their channel mix.

This research indicates that many marketers are capitalising on the advantages of TikTok and are using it to boost their online presence.

 

How will the potential US TikTok ban affect Marketers?

If the US enacts a TikTok ban, it could diminish the app’s overall appeal. Those with a strong audience in the USA would also struggle to connect with younger users and collaborate with influencers who have a significant presence in the US. However, while TikTok’s absence in the US could affect reach, short-form content isn’t going anywhere, and its popularity will continue to grow on other platforms, much like Instagram Reels and YouTube Shorts.

 

How does the shift toward using social media channels as search engines affect the overall strategy?

In the paid advertising space, TikTok is launching Search Ads, positioning itself as a direct competitor to Google Ads. This platform’s appeal for search stems from its focus on being ‘human’ and ‘authentic.’ As a result, marketers looking to leverage this channel should prioritise creating content that resonates with real people rather than solely trying to please algorithms.

So, what does this mean for marketing teams? Will TikTok completely replace Google Search? Unlikely. However, the research suggests it poses value for marketers looking to enhance their brand’s search performance and explore new channels and, ultimately, new audiences.

As with any marketing channel, it is crucial to determine whether it proves beneficial to your business or clients. However, it is clear to see that TikTok Is making its way into the marketing mix.