With over 1 billion monthly active users, TikTok has become one of the most popular social media platforms in the world. Its fun short-form videos make it easy for users to get lost scrolling for hours. This has led some to wonder – are people now using TikTok instead of Google for searching and discovering new information online?
The short answer is no, TikTok is not replacing Google as the go-to place for search and discovery just yet. However, there are some interesting ways that TikTok is complementing and even influencing how people find and interact with content online.
How People Use TikTok vs. Google Differently
Google and TikTok serve very different use cases. Google is explicitly designed for search – users actively look for specific information by typing in keywords. TikTok, on the other hand, is optimized for passive entertainment through its For You feed. Users scroll through a never-ending stream of videos that the algorithm serves up based on their interests.
However, TikTok does allow for some search and discovery. The search bar lets users look up specific keywords, hashtags, sounds, etc. to find related videos. Recommended accounts and hashtags also allow users to discover new content and creators organically. Still, this discovery is more serendipitous than active hunting for info like on Google.
Google is also far better for researching more serious, complex topics. Its results provide adiversity of sources, links to deep pages within sites, and ways to narrow down searches for specificity. TikTok is better suited for lighter topics like entertainment, hobbies, and pop culture.
When Do People Prefer TikTok Over Google?
There are certain use cases where people may actually prefer using TikTok over Google:
- Bite-sized explanations: TikTok’s short videos can quickly and easily explain or demonstrate something. For simple topics, a 60-second TikTok video may be more efficient than scanning pages of text and multiple sites.
- Reviews and recommendations: People look at “TikTok made me buy it” videos to get entertaining product reviews and recommendations.
- Life hacks and tips: TikTok is a goldmine of life hacks and tips you may not find through a standard Google search.
- Trends and viral content: TikTok is the place to go to immerse yourself in the latest viral dances, songs, memes, and challenges.
- Kill time and entertainment: TikTok’s endless stream of fun videos makes it easy to kill time or combat boredom.
So for certain casual use cases, TikTok can provide an engaging alternative to searching plain text results on Google.
How TikTok Influences SEO and Google Search
While TikTok may not replace Google outright, it is increasingly influencing SEO and how people search on Google in some interesting ways:
- Trending sounds and hashtags drive searches: Popular TikTok sounds and hashtags like #SilhouetteChallenge or #WAP often spur searches on Google as people look to understand the trends.
- TikTok videos rank in Google results: Viral TikTok videos themselves often start ranking highly in Google results for related search queries.
- Creates demand for new informational content: TikTok trends lead to new interest and search demand that publishers create content around.
- Inspires new formats like explainers and reviews: Brands optimize content for TikTok-style short-form video, which in turn improves their broader SEO when repurposed.
- Sparks new SEO optimization approaches: SEO professionals have started optimizing for popular TikTok hashtags, incorporating trending audios, etc. as new tactics.
So TikTok is shaping SEO in exciting ways as its content and trends reverberate across Google searches. Brands now have opportunities to align search optimization with viral TikTok content.
Should Businesses Use TikTok Over Google Ads?
With its explosive growth and engagement, TikTok offers an appealing new advertising channel for brands. But does it make sense for businesses to promote their TikTok over Google Ads?
The answer depends on your goals, target audience, and resources:
- If your audience isn’t on TikTok, focus on Google first. Lean into platforms where you know your customers are active.
- Test both to see what converts better. Run A/B testing between TikTok and Google campaigns to see which drives more sales or conversions.
- Use TikTok for brand awareness, Google for conversions. TikTok can build brand awareness while Google captures users at the bottom of the funnel.
- Do both. A strong omni-channel approach covers multiple touchpoints across Google and TikTok.
- Start small on TikTok. Allocate a portion of ad spend to test TikTok while relying more on proven channels.
The best approach depends on your business goals and constraints. But TikTok advertising should be part of the conversation for reaching modern audiences.
TikTok Offers Creative Potential for Digital Marketing
Regardless of whether TikTok outright replaces Google for information searches today, it offers exciting creative marketing potential.
Some examples of innovative brand campaigns on TikTok include:
- Chipotle’s viral #ChipotleLidFlip challenge
- NBA’s #NBAKicks challenge showcasing basketball shoes
- Guess brand’s #InMyDenim campaign for users to show off their jeans
- Jimmy Fallon starting comedic viral dances and hashtags
From branded filters and lenses to hashtag challenges, TikTok offers ways for brands to creatively engage audiences that feel native to the platform.
Marketers who leverage these creative opportunities while still utilizing SEO, Google Ads, and other digital marketing channels will have the most success connecting with modern consumers.
The Takeaway
While TikTok has not replaced Google as the leader for search and discovery just yet, its popularity is intersecting with SEO in exciting new ways. Brands that understand how to tap into viral TikTok trends while optimizing content across platforms will be best positioned to connect with audiences.
With smart omni-channel strategies, marketers can achieve their goals whether leading people to a site from Google or engaging them creatively on TikTok. As consumer attention and behaviors continue rapidly evolving, agility and testing across new platforms will be key.
