By skyforbes 
For most people, Google might still be the world’s top search engine, but for Gen Z, Tiktok is the new “go-to” social network. Although this shift didn’t happen overnight, it does say a lot about Gen Z’s way of trusting, deciding and searching online (hello #StudyTok :)).
“I Found It on TikTok” — The New Normal
In the past, we Googled everything — Where to get cheap sushi, how to fix a car tire, what “a sonogram” means. But gradually, those same questions are being typed into Tiktok’s search bar.
According to a new survey from Forbes Advisor and Talker Research :
“Generation Z is 25% less likely to use Google for searches compared to Gen X and 40% of Gen Z favor TikTok over Google for searches on topics like hair and makeup (40%) and gift ideas (40%).”
In fact, Gen Z do not just look for information anymore, they look for experiences, context and most importantly a face that they can trust.
Trust, but Make It Relatable
For Gen Z, the realness and level of personalization found on Tiktok is what makes the experience on the platform truly unique, the emotional resonance and relatability sets it apart brilliantly, making it feel almost human.
While Google gives us answers, TikTok gives us experiences.
When we want to find the perfect skin care routine or the best reviews on hotels and fun trip recommendations, we usually get blogs, e-commerce links and often times shady websites on Google, whereas on Tiktok we get real people, sharing their own relatable experiences, in a much more engaging format — with visible results, commentary and even chaos sometimes (which we love).
In a digital age where trust is really hard to build, Tiktok has splendidly managed to set itself apart from its competitors by capitalizing on authenticity and relevance. Revolutionizing the digital experience as a whole, one scroll at a time.
What This Means for Digital Strategy
In light of the tremendous progress and interest gained in Tiktok, Business owners and Digital strategists have started to recognize the untapped potential of the platform, and are now fully reliant on it as if it wasn’t heavily criticized at its early life stages.
They now view it as a tool to boost their online visibility and ultimately their sales.
According to an Adobe Express survey, business owners allocate on average 15% of their marketing budget for Tiktok content creation.
In a digital age where trust is really hard to build, Tiktok has splendidly managed to set itself apart from its competitors by capitalizing on authenticity and relevance. Revolutionizing the digital experience as a whole, one scroll at a time.
The short and informative videos serve as a reminder that personalization is key when it comes to capturing your audience’s attention, as Gen Z gravitates towards fast and relatable content that feels more tailored to their tastes.
When asked about content preferences, a vast majority — (62%) of interviewees admitted to liking Tiktok’s video tutorials, while also appreciating other formats such as product and services reviews (39%) and finally personal stories (38%).
Undoubtedly, Tiktok search is much more fun and engaging in comparison to Google’s where chances of finding what you need in the form of an article written by an expert 5 to 20 years ago are much higher than lighthearted visual content.
With that being said, whether you’re interested in storytelling videos, trending challenges, tutorials or simply looking to expand your business online. Tiktok is a much better alternative in comparison to other platforms as it resonates better with Gen Z and touches a vast user base in general.
So take this as your wake-up call and chance to harness Tiktok’s vast potential and deliver truly remarkable content that stands out !
About this article
This article has been written by a student on the Grenoble Ecole de Management’s Advanced Masters in Digital Strategy Management. As part of a content creation assignment, students are given the task of writing articles based on their digital interests and disseminating the articles online. Articles are marked but we make minimal changes to the content. Thanks for reading! James Barisic, Programme Director, MS DSM.