![]() “TikTok offers a much more immersive search experience than Google or other popular search engines,” said Sarah Bodner, Digital Content Manager at Conklin Media. ![]() Of Gen Zers, 73% either buy from or advocate for brands they feel are being authentic. That may be why Gen Z is dead set on finding authentic brands and connections. Who can blame them? Companies and sponsored search bombard Gen Z’s apps every day. But it’s also indicative of how Gen Z feels about the world of search. As someone who has worked in marketing and PR, I know a lot of these lists are often, if not always, influenced by outside parties or brands trying to get products in an article.” “Before, I used to look it up on Google and those results would feature articles and blogs with top 10 lists or top lists. “Let’s say I want to find the best Mascara,” said 22-year-old digital marketer Ashley Storino, speaking to USAToday. And TikTok is second only to Instagram in the list of social media apps already installed on phones. ![]() Watching the trends on these apps is a bit like having a crystal ball into the future of search. Gen Z is already on TikTok and Instagram, so when they’re searching for something, why should they open Safari and that old fuddy-duddy Google? They have a perfectly good portal into a web of knowledge already at their fingertips. According to internal Google data, nearly half of Gen Z is already using TikTok and Instagram for search. The rise of social media search as an alternative to GoogleĪccording to Google SVP Prabhakar Raghavan, “something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search.” Instead, said Raghavan, they turn to “TikTok or Instagram.” This is creating a new challenge-and an opportunity-for a parallel universe in SEO. It’s a new way of marketing: while SEO used to mean GBO (Google and Bing Optimization), the way we search is changing.Īnd that means we’re going to need new optimization strategies. “Whether it’s for Whole30 recipes, planning a vacation in Portugal, or finding cheap eats in Brooklyn, people are beginning to turn to TikTok as a search engine,” writes Ryan Barwick for MarketingBrew. And here’s the thing: for once, they’re making inroads. You don’t get that without a healthy portion of the search market.īut slowly, one salt-your-cutting-board-to-remove-stains kitchen hack at a time, the new kids on the block are encroaching on previously-indomitable search engine territory. According to MarketingBrew, Google’s “search and other” category earned almost $40 billion in revenue in the third quarter of 2022. “Learn it with TikTok.” You can practically hear steam coming out of the ears (er, servers) over at Google and Bing.įor those of us born after 2000, Google has always been the go-to engine for knowledge. “Search it with TikTok,” says a recent TikTok ad in the UK. TikTok, Twitter, and other social media platforms are becoming the new search engine stars. But now it may be one of new media’s next casualties. Like Kleenex for tissues, Google is the brand nomenclature for an entire action. It used to be one of the most ubiquitous phrases in search.
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