We all know that Gen Z likes to do things a little differently. They made us all throw out our skinny jeans, created their own lingo and brought back Diet Coke breaks (slay!) So, it’s come as no surprise to see that the digital native generation have ditched plain old Google when it comes to internet searching.
Yes, you heard that right – forget traditional search engines; the next generation is turning to their favourite social media app for answers. Reports have found that nearly 40% of 18-24 year-olds prefer to make web searches via TikTok instead of Google. From life hacks to DIY tutorials, history lessons to science experiments, TikTok is no longer just about entertainment, it’s a go-to hub for information!
But why? What’s wrong with Google? Well, there are a few good reasons why people are flocking to socials for those all important answers:
- Snackable knowledge: TikTok serves up bite-sized wisdom (like the digital equivalent of a quick snack) making it easy for users to find answers without sifting through lengthy articles.
- Visual learning: Ever tried to tie a tie without someone showing you how? TikTok’s visual format makes learning so much easier, with creative demos and visual explanations that make understanding ‘how to’s’ so much easier
- Speaking the same language: TikTok creators are like your cool, knowledgeable friends sharing useful tips and tricks people can actually relate to.
- Inside Knowledge: Being such an accessible, global platform – it’s easy for users to go directly to the source when looking for the inside scoop on most of the hottest topics, making it the first place people go to to find out the buzz.
Ok we get it, TikTok is the new Google. But what does this mean for me?
Well, here’s the lowdown as to how you, dear marketer, can ride the TikTok search wave
Meaningful Content
Maybe you have a TikTok account and have posted a few videos but are struggling to garner real engagement? If this rings true then it’s time to think about what your content is offering other people. With younger audiences flooding TikTok to find out key information, it’s now more important than ever to ensure you offer content that’s not just informative but downright entertaining. It’s not just about selling; it’s about sparking conversations in a genuine and relatable way. The key is creating informative and entertaining content that aligns with user interests. A great example of this is Refy. It’s safe to say this brand really popped off through TikTok, utilising frequently asked questions about makeup as an opportunity to show off and demonstrate their products and brand ethos.
Educational Entertainment
What’s the one thing that all internet searches have in common? The act of seeking information! Marketers should try to captivate audiences by creating content that educates and entertains in equal measure. Whether it’s sharing insider tips or industry insights, TikTok allows brands the opportunity to position themselves as a go-to source for education.
SEO Doesn’t Stop with Google
Don’t forget the basics whilst having fun experimenting with content styles. If TikTok is the new Google then your content acts in the same way as a website – so apply SEO best practice and ensure your content is optimised with important keywords and hashtags! You are still competing for space in a busy and debatably faster moving search engine- take a look here for tips on how to ensure you are ticking all of TIkTok’s SEO boxes.
Pay Attention to the Stats
Make sure you do regular check-ins with TikTok’s analytics tools. By monitoring metrics such as engagement rates, audience demographics, and content performance, you can not only gain a much deeper understanding of exactly who is engaging with your content but also what they like and more importantly, what they don’t like! Think of your analytics as a crystal ball that will help predict future success!
We wish you the best of luck on your journey to the top of those TikTok search results. If you’d like to learn more about how to make sure your social media content is completely optimised for each channel– we’d LOVE to help. Let’s chat!
