Is TikTok the New Google? Key Things to Consider

TikTok marketing tipsDo you find yourself using TikTok for more than just entertainment? In recent years, TikTok has surged in popularity as a social media platform and a marketing tool, and, more recently, a search tool for discovering things like products, recipes, and travel advice.

But despite its growing influence, can TikTok truly compete with Google’s dominance? Read on to discover the facts!

The Rise of TikTok as a Search Tool

TikTok launched in 2016 as a platform for short videos featuring things such as dance routines and viral challenges. Though it initially focused on entertainment, the platform quickly attracted a young audience and is increasingly being utilized by influencers.

Over time, TikTok expanded its content scope, now offering everything from product reviews to educational videos and personal stories. With its engaging short videos and highly interactive user base, TikTok is becoming a go-to source for many users seeking quick and visually rich information.

Recent studies show that over 40% of Americans of all ages have used TikTok as a search engine, with 64% of Gen Z and 49% of millennials turning to the app the most as a search tool.

That being said, even though Gen Z is the largest generation using TikTok, only 10% of them now prefer TikTok over Google as a search tool. This highlights that while TikTok is emerging as a popular search tool among young users, Google still remains the dominant search engine across all generations.

Key Statistics: Why Google Remains King

While TikTok’s influence is continually growing, it still trails behind Google as one of the most powerful platforms when looking for information. This is because Google offers comprehensive search capabilities and unmatched reliability, as well as continues to expand its search generative experience through AI Overviews and more.

To learn more about how the platform remains an unmatched search contender, check out some of these leading Google statistics:

  • 91.5% of the global search engine market share is held by Google (Techopedia)
  • Google has a search index of over 100,000,000 GB and is constantly being updated (Semrush)
  • Google reports that 49% of searchers use their platform to discover new products (Google)
  • In January 2024, Google had a 95.4% mobile search engine market (StatCounter)
  • Google, Amazon, and YouTube were the top digital platforms searched in the U.S. (Google Trends)
  • There are 5.9 million Google searches every minute (Semrush)
  • Ages 25-34 years old are the most popular age group to use Google (Techopedia)

Furthermore, Google’s extensive data indexing capabilities provide more accurate and trustworthy search results, whereas the information you find on TikTok may sometimes lack the same level of credibility. These distinctions make Google the go-to choice for most users, but TikTok still serves an amazing purpose for specific searches!

Where TikTok Shines: Its Strong Role in Niche Markets

TikTok’s algorithm-driven content keeps users engaged with personalized videos, making it a strong app to use for those looking for quick answers, tips, or inspiration for more specialized inquiries. Whether you’re looking for expert advice or creative ideas, TikTok offers a vast range of diverse content. With that in mind, the key topics that can mainly be found on TikTok include:

  • Product reviews
  • Beauty tips
  • Fashion advice
  • Cooking recipes
  • Fitness routines
  • DIY crafts
  • Home decor inspiration
  • Life hacks
  • Entertainment news
  • And much more!

Ultimately, TikTok’s dynamic and engaging platform serves as a valuable resource for a multitude of interests and needs. Its ability to cater to specific niches with relevant and engaging content makes it a great app for anyone looking to explore and stay informed in a specific area of interest.

Learn More from Sixth City Marketing

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Teagan Gore

About the Author

Teagan Gore

Teagan is an Account Manager at Sixth City Marketing. She collaborates closely with our internal team to deliver and execute marketing initiatives for our clients in Cleveland, Indianapolis, Columbus, and beyond.

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