In recent years, search engines like Google have dominated the market when it comes to finding information online. However, a recent survey has revealed that Generation Z, the demographic born between 1997-2012, now prefers using TikTok over traditional search engines. This shift in consumer behaviour has caused a ripple effect in the world of marketing, with businesses recognising the need to adapt to this changing trend. To help you understand more about this, we will delve deeper into the reasons for TikTok’s popularity and its implications for businesses.

1. Reasons for TikTok’s Popularity

The video format of results: TikTok allows users to search for information through short-form videos, which are easier and more engaging to digest than long-form written content. Videos are becoming an increasingly preferred format of consuming content, with viewers retaining 95% of a message when it is delivered through video, compared to only 10% through text.

Personalised and relatable answers: TikTok’s algorithm is designed to show users content that is most relevant to them. This means that when users search for something, they are shown results that are based on their interests and interactions on the app. As a result, the content feels more personal and relatable.

Role of influencers and brands in product discovery: TikTok is becoming a hub for product discovery with influencers and brands playing a crucial role in promoting products and services. Gen Z is highly influenced by social media personalities and the products they endorse, and they trust their recommendations more than traditional advertising.

Influence of TikTok on purchase decisions: TikTok has become a major player in the e-commerce industry, with users being able to buy products directly from the app. These features are changing the way Gen Z shops, making it more impulsive and influenced by what they see on TikTok.

2. Implications of Tiktok for Businesses

With Gen Z being the largest consumer demographic in the world, businesses need to take note of their preference for TikTok. To stay relevant, companies must adapt to this new market. This includes establishing a strong presence on TikTok and creating engaging and authentic content that resonates with their audience.

Targeting Gen Z through influencer marketing: Influencer marketing as well as TikTok SEO have become powerful tools for businesses looking to reach out to younger consumers. TikTok influencers have a significant impact on users, with more than 90% of Gen Z saying they follow at least one influencer on the app. Businesses can leverage this by partnering with relevant influencers and brands to promote their products. Whether it is using an SEO agency London has to offer to be on the pulse with this new talent or you are scouting them for your company yourself, this is a simple way of marketing your brand.

Leveraging TikTok’s video format for product promotions: Businesses need to adapt their marketing strategies to fit the TikTok format. This means creating short, engaging videos that showcase their products in a relatable and entertaining way. Companies should also focus on creating content that is shareable and has a viral nature.

Importance of providing authentic and relatable content: Gen Z consumers value authenticity and relatability over traditional branding. Companies that can create content that feels organic and personal will have a better chance of connecting with their target audience.

3. Comparison with Instagram

While TikTok is growing in popularity, it is important to note that Instagram still dominates daily usage among Gen Z. Businesses need to consider both platforms when developing their marketing strategies. The key difference between the two platforms is user behaviour and preferences. TikTok is more focused on entertainment and fun, while Instagram is geared towards sharing personal experiences and curated content. Companies should focus on creating content that aligns with each platform’s unique features and audiences.

TikTok has become a significant player in the search engine and marketing world, with Gen Z preferring it to traditional search engines like Google. The video format of results, personalised answers, and influencer marketing have all contributed to its popularity. For businesses, it is now essential to establish a strong presence on TikTok, create relatable and authentic content, and leverage influencer marketing to target younger consumers. This trend is only set to continue, and so we urge businesses to adapt to this shift in consumer behaviour and embrace new technologies.

As customers, it is important to acknowledge how this trend has impacted our consumer behaviour and to be mindful of these new trends while making purchasing decisions.

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