In today's digital landscape, TikTok has emerged as a dominant force and a global cultural phenomenon. With its short video format, dynamic content and viral trends, it has established itself in recent years as a top entertainment platform.
However, the evolution of TikTok as a search engine is changing the way people consume information and seek entertainment on the internet. With its intelligent algorithm and personalized suggestions, it provides an experience that differs significantly from Google, the traditionally dominant search engine.
But can TikTok really become the new Google? That's what we'll see in this article. Read on to find out!
What is TikTok?
TikTok is a social network which allows users to create, share and discover a wide range of content, from short videos about dances and challenges to tutorials and humor.
Launched in 2016 by the Chinese company ByteDance, it quickly gained global popularity, especially among the younger generations. Since its launch, TikTok has experienced exponential growth.
In 2023, the app reached 1.5 billion daily users, an increase of 16% over the previous year. By January 2024, TikTok had been downloaded more than 4.1 billion times, solidifying its position as one of the world's leading social media platforms.
Reasons for success
Several factors contributed to the TikTok's meteoric success in Brazil and around the world.
Firstly, its advanced content recommendation algorithm personalizes the user experience, presenting videos that are more likely to interest the viewer.
In addition, the ease of use and the ability to create and share content quickly and intuitively have made TikTok extremely attractive to users.
TikTok also stands out for its inclusive and diverse culture, allowing people from different backgrounds and talents to stand out on the platform. This has created a vibrant and engaged global community that feels connected and inspired by the content it consumes.
User profile
The typical profile of TikTok users is young. In fact generation Z are the ones who use TikTok the most as a search tool. In addition to Generation Z, millennials are also regular users of the platform. What do they have in common? Both profiles value authenticity, creativity and interactivity, and prefer content that is genuine, informative, relevant, engaging and creative.
The habits of TikTok users, however, are different. They tend to spend hours browsing the platform, consuming a variety of content ranging from entertainment and humor to education and information.
Generation Z, in particular, is known for its ability to create and participate in viral trends, making it a driving force behind TikTok's growth and success. Currently, 63% of children, teenagers and young people have access to the platform, according to data published in Estadão.
Why do younger people prefer TikTok as a search engine to Google?
Although Google is still the most widely used search engine on the Internet, the evolution of TikTok as a search tool has grown considerably among younger people. And there are plenty of reasons to explain this preference when it comes to finding information and content:
- The format of short video from TikTok offers quick and engaging entertainment that is easily consumed in small doses;
- TikTok users value authenticity and feel a more personal connection with the content creators on the platform;
- TikTok is home to a wide range of content, from tutorials and hacks to opinions and debates, making it a versatile platform for finding information and entertainment.
Most searched content on TikTok
The most searched content on TikTok reflects the interests and trends of generation Z and younger users. Some of the most popular topics include:
- Tutorials and hacks, i.e. useful tips and tricks for everyday life;
- Participation in viral challenges and popular trends;
- Funny videos, memes and jokes;
- Music, tourism and gastronomy;
- Educational and informative content on a variety of topics.
In addition, there is a growing tendency to use TikTok as a search tool for research into diseases, medicines and health professionals.
According to Federal Pharmacy Council (CFF), the platform's accessible language contributes to it being used as a source of discovery for various health-related issues. However, the organization stresses the importance of paying attention to reliable research results.
Conclusion
TikTok is redefining the concept of online search, attracting a generation that values speed, interactivity and visuals. While Google remains a powerful search tool, TikTok as a search tool is emerging as a viable alternative for many users, especially among generation Z.
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