Google VS TikTok: Which is the more popular search engine in 2024?
It's no secret that the rising competition between Google and Tiktok as the top search engine is rearing heads. Tiktok has not only cemented itself as Australia’s favourite social media platform, but as a search engine too- something that other social media platforms have not mastered.
As the social media landscape continues to evolve rapidly, we see a strong shift in user behaviour towards video content. Due to TikTok's rapid rise in popularity across 2020, the pull toward more creative, interactive, and visual content has become clear. As a result, the power struggle between TikTok and Google for search dominance began.
?For many of us, Google feels as old as time itself! It has established user trust, is reliable, and our first thought when it comes to finding the information we need, quickly. Need a question answered—just Google it! However, from my own experience and after conversations with many of my peers, the consensus seems that that is precisely the problem.
TikTok has something Google can't offer - instant video content on any topic presented in an addictive, bottomless scrolling format, as well as an incredibly unique algorithm that personalises its output 'to you'. Creepy and convenient…
The results from a survey by Adobe Express show that nearly 1 in 10 Gen Zers are more likely to rely on TikTok than Google as a search engine and that over 2 in 5 Americans use TikTok as a search engine. We can deduce that Google is still the market leader, but it does suggest that trends are changing quickly.
TikTok is absolutely making waves, particularly within the younger Gen Z audience, but this has its drawbacks. Intent-wise, Google is there to inform the user, and TikTok wants to increase interactions and keep you on the app for as long as possible. Also, the UGC is raw and encourages authenticity but poses questions around content moderation and the accuracy of information. Google certainly comes out ahead in this area, with years of practice in increasing security measures, filtering content, and directing users to more reliable information.
Tiktok, in many ways, is reshaping the search landscape. For specific searches, it makes sense. You can use Google to get back a written listicle blog about the '10 best bottomless brunches near me'. Or, you can use TikTok search and receive a buzzy UGC video describing the 'best bottomless brunch in Perth' with detailed info on drinks, food and atmosphere from a paying, non-sponsored customer. People are looking for short-form, authentic, storytelling-style video content, andTikTok gives them exactly that.
?Does it take away the element of surprise and discovering places on your own? Yes. But it is oh so convenient. That being said, when the search intent changes to that of buying interest, or researching for a factual written piece, I'm not looking towards Tiktok for that sort of information or buying trust, even with the rise of TikTok shop.
Google still reigns superior for the time being, but as marketers we need to keep note of the changing way users search, find and consume information. With over 1.04 billion daily users, the increased use of TikTok only further highlights the need for businesses to not only become familiar with this platform, but embrace it.?
If you'd like to have a conversation with Leverage about how we can amplify your brand across socials, contact us here: https://www.leveragemedia.com.au/strategy.
Written by Tate Rogers
Marketing Coordinator at Leverage