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TikTok is for dance videos. TikTok is full of teenagers. TikTok doesn’t sell.
No, nein, and absolutely not. TikTok is far more than that. It’s transforming how branding is done and how people search for and consume content.
Let’s see how and why this matters to us.
The Chinese video-sharing platform, launched as musical.ly in 2016, is familiar to most of us: some still view it as the “dance app,” while others see it as a channel with untapped potential. But one fact transcends our judgments: TikTok today is much more than an entertainment platform. It’s a marketing tool that’s creating a “video-centric” society and altering how people navigate the web.
Today, TikTok’s nature is profoundly different. With its emphasis on brevity and immediacy, it’s an app that encourages authenticity, engagement, and creativity. This reality is leading to a new form of branding, where companies are expected to be transparent and responsive, while users need to be highly critical to avoid falling for dystopian and misleading narratives.
Even though TikTok might not seem like the ideal place to look for information, local spots, books to read, clothes, or restaurants, it’s the preferred search tool for 40% of users on the platform (64% of Generation Z and 49% of Millennials).
“Our studies show that almost 40% of young people, when looking for a place for lunch, don’t go on Google Maps or Search, but on TikTok or Instagram” – Prabhakar Raghavan, Senior Vice President of Google
One explanation might be that new generations are very “visual” and tend to prefer results in the form of immersive entertainment rather than having to stop and read. And here comes our ever-shortening attention span, always more delicate.
But the interactive nature of TikTok is another reason why this channel has turned into a full-fledged search engine. Users don’t just find information; they can discuss, share, and interact with others under content of common interest, fostering a sense of belonging.
Just as the old Google, with its verb “to google,” left a deep mark on the Italian vocabulary, we shouldn’t be surprised if social media have become so pervasive as to change people’s search behavior. Evolution is a condition that crosses both sociology and technology.
Speaking of Google, it’s no secret that the tech giant is facing a decline in trust, with users frustrated by having to dig deep to find information that isn’t spam or fake news.
Users complain that search results are increasingly dominated by ads, aggressive SEO, and questionable “knowledge panels.” This has led many to seek alternatives like TikTok and Reddit, where information often feels more genuine and useful, especially because it’s shared by people like us.
For its part, Google is trying to address these criticisms by integrating more AI features and new search filters to improve user experience and the quality of results. Will it withstand this dynamic competition to the last search?
Certainly, TikTok is not lacking in topics or content. On this social network, you can find everything from cooking to music, DIY to fashion, sciences to current news: think of a topic and then search for it on TikTok.
We bet you’ve found some information (if not particularly useful, at least very interesting) on the subject.
The versatility makes this platform a fantastic destination for users looking for information. What types of videos are preferred by users? Tutorials.
A study by Her Campus highlighted that this type of video is the top choice for 62% of TikTok users, with 39% preferring video reviews and 38% personal anecdotes.
Doesn’t this show that people are more inclined to listen to and trust others? And that social proof isn’t dead?
These changes in how information is searched for and consumed cannot be ignored. Companies and our valued marketers must take note and start treating TikTok as a real vehicle for purchases by a target audience destined to grow increasingly.
If TikTok is the new Google – or at least a worthy competitor – how can we respond to this trend?
