Prabhakar Raghavan, the Google senior vice president who runs the Knowledge & Information organization, came out and stated that younger users are tapping Instagram and TikTok rather than Google.
Google has been one go-to search engine for about 20 years, but for Gen Z users, that may be changing.
Google still dominates with about 87% of the search engine market right now, but the ubiquitous action of typing a query into Google may be at risk.
Additionally, small- and medium-sized businesses are using short videos as next-generation advertisements. This makes sense. If you want to see if there’s “a good restaurant near me,” what’s the best way to capture someone's attention?
A review or an actual video from those restaurants?
Doing a TikTok search allows individuals to unlock a quick way of picking the best option for you that is near you and at the same time it takes much of the guesswork out of it.
For brands, the impetus right now should be to establish a presence on TikTok or they might be invisible to a young demographic as we progress through this decade.
