Why Young People Prefer to Do Their Research on TikTok

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Does Google have anything to worry about ? If you're still doing your research on the famous search engine, we have bad news: you're no longer “in the know”.

Indeed, young Internet users are abandoning the iconic search engine. They're increasingly looking for their answers on ChatGPT and TikTok. The social network is particularly popular with Generation Z. They see it as a faster, more practical and more precise search engine.

TikTok, a better search engine for young people ?

In the United States, two-thirds of users use TikTok as a search engine according to a presentation of the social network to advertisers relayed by the Wall Street Journal. Earlier this year, an Adobe Express study claimed that one in ten young people now prefer TikTok’s search engine to Google’s. Today, the Chinese social network can boast of recording 3 billion searches every day. And a large proportion of them are made by people born after 1995.

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Young Internet users are adamant: TikTok allows them to get better answers to their questions, faster. If you need a tutorial on how to wrap your Christmas presents, or you're looking for a cooking recipe or a hairstyle idea for the holidays, there's TikTok. What's great about ByteDance's social network is that the videos published rarely exceed a minute. Everything, right away. Especially since users find the content posted on TikTok (and therefore the answers to their questions) more authentic. At least, they seem that way.

In addition, TikTok's algorithm is highlighted. Some users feel that they don't even really need to do their own research anymore since the social network itself offers suitable ideas in their “For You Page”.

But like everything, you shouldn't take TikTok's answers as the absolute truth. It is necessary to watch at least several contents, to make sure that they are not sponsored videos and to complete the search with a quick visit to Google. Because the ByteDance social network is also adept at disinformation. It is therefore necessary to qualify its use.

Despite an increasingly pronounced appeal for searches on TikTok, Google continues to dominate the search engine market with 90% of market share. But we imagine that the giant will have to adapt sooner or later to better meet the expectations of its users.

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