While Google Search is still popular, data shows that Gen Z and Millennials are increasingly using TikTok to find information, reviews and recommendations. The majority of searches on TikTok are for information, pushing squarely into Google’s territory. Businesses will need to meet these generations on these platforms if they want to sell products and services.
Much of what we’ve seen regarding artificial intelligence and machine learning in the mainstream has revolved around making search engines better. Both Microsoft and Google have ploughed considerable resources into “upgrading” their search platforms and even OpenAI is working on a search play . The trouble is that if you ask folks about their experience with search engines over the last year or so, they’ll tell you they’ve become worse.
Google pre-empts any valuable information about your search with related advertising and Gemini responses add a lot of visual clutter. Speaking of clutter, have you tried to use Bing lately? For many these features are too much and that appears to be especially true of the younger generation. For many youngsters, TikTok and Instagram are their primary ways of finding information.
“Almost 40% of young users now favor TikTok or Instagram for various searches, spanning from local dining options to fashion advice. This trend underscores a larger shift towards relying on social media platforms rather than Google as the primary means of discovery,” explains director of Search .