How Gen Z Utilizes TikTok as the New Search Engine: A Powerful Opportunity for Brands

In the digital age, social media platforms have become more than just avenues for entertainment; they now serve as essential search engines for information and inspiration. Among these platforms, TikTok has emerged as a unique search engine for Generation Z.

Gen Z is utilizing TikTok as their go-to search engine with its quick, fun and engaging content on a plethora of topics from the hottest new matcha tea bar, to how to make complex macros in excel; nothing is off limits on this social video platform. What this provides is a new and untapped way for brands to seize this opportunity to connect with their customers effectively in a much more engaging way than a ‘traditional’ google search. 

TikTok has experienced exponential growth - as of 2021, TikTok had over 1 billion monthly active users globally, with a significant portion belonging to Generation Z.

Unlike traditional search engines, TikTok provides a unique experience by presenting information in an engaging and entertaining format. No more scrolling through pages and pages of results, most results paid for by brands who can afford to bid for keywords, Gen Z users leverage TikTok to discover new ideas, trends, and products, relying on the platform's ubiquitous algorithm to curate personalized content based on their preferences.

Gen Z has embraced TikTok as their preferred search engine, attributed to its vast content library and user-generated knowledge, in a snappy and visually appealing format. With millions of short, informative videos covering various topics, TikTok has become a valuable resource for Gen Z's information-seeking needs - surfacing what they want, where they want, in a style that the understand.

Gen Z represents a significant consumer segment with immense buying power. By establishing a presence on TikTok, or by collaborating with creators who are already experts in the brands niche or influential on the platform, brands can capture Gen Z's attention while they actively search for information and inspiration. This provides a unique opportunity to engage with this tech-savvy generation and build brand affinity.

TikTok's search engine functionality is driven by user-generated content, allowing brands to align themselves with popular trends and conversations. By incorporating relevant keywords and creating content that resonates with Gen Z's search queries, brands can increase their visibility and attract organic engagement. By providing valuable and informative content within the TikTok ecosystem, brands can establish themselves as trustworthy sources and cultivate long-term relationships with their target audience - one of the hardest things to do as a brand.

What ways can your brand ‘show up’ for potential customers in TikTok search in a meaningful, helpful and engaging way? Perhaps its a GRWM (Get ready with me) video showing how to style your fashion brand for a specific occasion, or a cooking tutorial, a night time skin routine, or a ‘how to’ tutorial with just about any product on the market!

With Gen Z embracing TikTok as their new search engine, brands have an incredible opportunity to connect with this influential demographic. By understanding the unique search functionalities of TikTok and leveraging its user-generated content, brands can position themselves as valuable sources of information and inspiration for Gen Z. By tapping into TikTok's search engine potential, brands can enhance their visibility, drive engagement, and ultimately cultivate long-term relationships with this tech-savvy and socially conscious generation.

‍If you want to collaborate with TikTok creators who know how to make content that can help your brand appear in search results, #gifted can help! Post your gift and start seeing the creators who are TikTok experts who can make engaging UGC for your brand, to get you in front of Gen Z. Get started now.