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May 8, 2023
Could TikTok replace Google as a discovery tool?
An increasing number of young people, specifically Gen-Z, are now opting to use TikTok or Instagram when searching for a business rather than Google.
According to data from GWI, social networks have had a four point lead on search engines when looking for more brand information for the past 2 years. A reason for this could be TikTok’s delivery of hyper-relevant, visual content that is both easily consumable and narrative driven unlike Google’s search engine which fails to prioritise a user’s interests.
Businesses should stay on top by optimising their content for social search and tagging their location on TikTok and Instagram to help with discoverability.
