A recent survey found that around 41% of TikTok users utilize the platform as a search engine to look up information online. This indicates a significant portion of TikTok’s large user base relies on the app not just for entertainment, but also as a key source for researching and discovering new topics.
TikTok’s Rising Popularity as an Information Hub
Launched in 2016, TikTok has grown rapidly to become one of the most popular social apps worldwide, with over 1 billion monthly active users. While TikTok is best known for viral dance and comedy videos, its evolution into a search engine reflects how users are increasingly turning to the platform not just for entertainment, but for informing themselves.
There are several factors that make TikTok well-suited as an informational resource:
- Short-form video format allows creators to explain concepts clearly and concisely.
- Powerful recommendation algorithm surfaces highly relevant content to each user.
- Hashtags and keywords make it easy to search and discover niche topics.
- Wide range of experts and creators producing educational content.
Whereas traditionally people may have relied on Google or Wikipedia for research, TikTok’s algorithimically-curated feed based on viewing history and interests allows users to regularly encounter helpful informational videos from creators within their niche communities.
Key User Demographics Driving Adoption
Surveys indicate TikTok’s popularity as a search engine is being fueled primarily by its younger demographics, including Generation Z and younger millennials. Some key factors for these user groups include:
- Being “native” internet users who rely heavily on social media for information.
- Preferring quick visual summaries over text for learning about new topics.
- Trusting influencer-created content more than traditional expert sources.
- Turning to TikTok frequently throughout the day during micro-moments of downtime.
Interestingly, adoption is not limited just to younger users. Surveys indicate around 25% of users over 35 also use TikTok as a search engine. While lower than younger groups, this still indicates a significant minority of older users are also embracing TikTok for its informational value.
Rapidly Growing Information Content
A key driver of TikTok’s evolution into a search engine is the explosive growth of informational content being produced on the platform. According to TikTok, uploads with #LearnOnTikTok have surpassed 130 billion views. Some popular categories include:
- How-to tutorials – Everything from cooking recipes, home projects, makeup techniques, to technology tips.
- Study hacks – Short explanations on math, science, history, and more for students.
- Explainers – Concise summaries of complex topics like politics, business, and current events.
- Career advice – Insights on job skills, resumes, interview prep, and workplace issues.
This massive wealth of “how-to” knowledge and rapid explanatory content on every topic imaginable is a major draw for users. It allows them to conveniently learn new information and skills during spare moments throughout the day.
Challenges and Concerns
However, there are some challenges and concerns around relying on TikTok as an informational platform.
- Video format limits full, nuanced explanations of complex topics.
- Misinformation can spread easily without fact checking.
- Critical thinking required to assess credibility of random creators.
- Algorithmic feed can create narrow perspectives and “filter bubbles.”
Experts caution that while TikTok offers an excellent starting point for discovering new topics, users should verify any important information through additional research. Regardless, TikTok’s growth into a search engine reflects the ongoing shift of users, especially younger generations, towards visual social media not just for entertainment but for knowledge.
The Future of TikTok as a Knowledge Platform
Going forward, TikTok appears well-positioned to become a go-to information and learning resource for its broad user base. Key opportunities include:
- Partnerships with educational providers to develop curriculum-linked content.
- Adding more features for finding and organizing informational videos.
- Promoting leading creators as trusted, vetted sources of educational content.
- Algorithmic recommendations to increase content diversity and exposure to new topics.
As TikTok continues rapidly evolving as an entertainment and social platform, its emergence as a new form of search engine also presents massive potential to become one of the internet’s most powerful resources for public learning and spreading knowledge.
