TikTok: The New Force in Search

Turns out the World Wide Web 🌏 is for oldsters. Older people like to Google.

And TikTok is where people under 35 search for things they like.

For many ‘Net veterans, this seems hard to believe.

But yesterday’s Wall Street Journal article confirmed things. Google is about to encounter a force of nature.

TikTok has over 3 billion searches per day, with a quarter of users searching for a thing within 30 seconds of opening the app—and 64% of Gen Z use TikTok as a search platform.

On Google, you search for websites or text recommendations. On TikTok, people are typically searching for people: people with opinions, people with recommendations, people with authority, people with authenticity, people who take a role in a Category Community:

• skin care, beauty, fashion, cars, dining out, travel, hotels, finance +

It’s where smart brands are turning up. In this newer world of search.

Is your Social 2.0 search strategy TikTok enabled?

➕ Follow for more stuff on Social 2.0 (and WTF you should do about it).
♻️ Feeling engrossed? Then re-post.

Here’s the WSJ article: https://lnkd.in/dcyw2TnU