TikTok is transforming how people look for information online. It’s now simpler than ever to find what you’re looking for thanks to TikTok’s new search widget, which is available to iPhone users. You can tap the widget to go directly to TikTok’s search screen rather than opening the app and clicking the search button. Even though it only saves you a few seconds, TikTok is clearly committed to dominating the search engine market.
TikTok is more than just a source of entertainment for Gen Zers. They use this robust search engine to find anything they need, including workouts, travel advice, and recipes. Mashable claims that as a result of Gen Zers increasingly using TikTok to conduct informational searches, the platform is beefing up its search features.
But TikTok’s focus on search isn’t just a reaction to user demand. With an earlier this year ad campaign in the UK bearing the tagline “Search it with TikTok,” the platform has also been actively promoting itself as a search engine. TikTok is taking on one of the biggest players in the tech industry by positioning itself as a competitive alternative to Google Search.
This rivalry with Google Search goes beyond simple user convenience. Additionally, it has a big impact on how people access news and information online. A Google study from the summer of 2017 found that TikTok or Instagram are preferred by 40% of 18 to 24 year olds in the US when looking for lunch spots as opposed to Google Search. This suggests that Google may be losing ground in this age group and that TikTok is quickly emerging as a major source of information for young people.
In the UK, where a survey by Ofcom revealed that TikTok was the fastest-growing news source among adults, TikTok’s growing influence as a news source is also noticeable. However, there are questions regarding the veracity of the data shared on TikTok. According to a News Guard study from the previous year, misinformation was suggested by TikTok search results nearly 20% of the time. This is a significant issue that TikTok must resolve if it hopes to be taken seriously as a search engine.
In spite of these obstacles, TikTok’s search capabilities will only grow in significance over the next few years. Platforms like TikTok will have more and more sway as people increasingly rely on social media for information. TikTok is putting itself in the best possible position to succeed in the search engine market by positioning itself as a viable alternative to Google Search.
