The TikTok threat to Google’s business is just not limited to YouTube. Core Google services, like Google Search and Maps, are also being impacted by the growing preference of users for social media and videos. Being considered the first stop on younger users’ path to discovery, TikTok is slowly replacing Google for most tasks.
This shift is majorly seen among younger generations, as 64% of Gen Zers and 49% of millennials are using TikTok as a search engine to find relevant results.
Platforms Competing with Google
In June 2024, Google’s worldwide share of search dipped to its lowest point in nearly a decade.
Followed by the dip, the two recent core updates of the Google algorithm threw search results and traffic into chaos. Websites that had spent years creating original, unique, research-based content witnessed their traffic plummeting. This instability has moved marketers to search elsewhere for non-paid traffic.
Today, the fight for search traffic is no longer a battle between traditional search engines. Users are turning to other platforms like social media apps and AI chatbots to search for what they are looking for online on Google.
Read more: Data-Driven Business Journeys: Unlocking Customer Insights for Growth
Customer's Love Language: Preferred Search Platforms
Source: https://www.soci.ai/blog/soci-consumer-behavior-index-recap/
TikTok
A growing number of searchers, particularly the younger user base, are turning to TikTok. Research has highlighted that almost 38% of people use the short-form video-sharing app to search for information. The shift is noticeable that TikTok scrolling is a viable threat to Google's core search business.
Pros
TikTok offers its users a more authentic way to learn about a brand and its products. Influencers and experts promote things to buy but also share ways to use the products and where to buy them for the best deals. Plus, the For You Page of TikTok is constantly updated by the algorithm, giving users exposure to relevant ideas and information that might not be readily available on the search page. For marketers, TikTok presents a surprisingly diverse audience, versatile ad formats, and highly engaged consumers.
Cons
The content available on the app is not native to the TikTok app. That is the biggest constraint of using TikTok as a search engine, making it one of the reasons why it cannot fully replace Google. Marketers must know the time investment essential to being successful on TikTok.
Facebook and Instagram
Unlike TikTok, Facebook and Instagram are more focused on helping the user stay connected. However, these platforms are also being used to learn new information and discover brands organically. This feature has made Facebook and Instagram ads a real threat to Google. Surprising Google competitors - Meta raked in nearly $132 billion in ad revenue in 2023. Facebook Marketplace helps divert traffic away from Google. Marketplace shoppers peruse products sold by individual sellers.
Pros
Facebook advertising offers a better financial return for many marketers. On average, an ad click on Facebook costs less than half of an ad click on Google. Facebook’s average conversion rate is much higher than that of Google. Like TikTok, Facebook and Instagram present users with passive discovery options. When flipping through their feeds, they often stumble on informational and promotional posts.
Cons
Facebook and Instagram are not great sources of active informational searches. Often, many users head there first when they need to search for some insights. For marketers, it has become difficult to gain a foothold on Facebook and Instagram organically. While they have a good chance of driving search traffic with blog posts, they may get frustrated with the non-paid traffic from Facebook.
Usage of Local Apps by Age Group
Source: https://www.soci.ai/blog/soci-consumer-behavior-index-recap/
TikTok's Edge over Google Search
One of the most distinctive features of TikTok's search capabilities is the format. Video tutorials, personal stories, trending challenges, product and service reviews, and influencer recommendations are very popular. Users between the age group of 18 and 24 are adopting TikTok Search as their go-to. The most common topics searched include:
- New restaurants
- Music
- DIY tips
- Fashion & Beauty advice
- New recipes
- Workout
- Product recommendations
- Travel experiences
Read more: Google Search and Generative AI: Navigating the Paradigm Shift
TikTok search lists TikTok videos as search results, whereas Google Search lists webpages, YouTube videos, images, and shopping results. While some see this limited formatting as a disadvantage, it is being considered one of the top reasons consumers use TikTok.
- The short video format is digestible and informative.
- The storytelling aspect makes it more engaging and helpful.
- The information is more current.
- Most prefer the immersive and interactive experience.
- The search feature is integrated into users' social media browsing habits.
- The platform provides clear information faster.
- The ability to view products in the real world offers unique perspectives.
TikTok's algorithm has been good at guessing what the users want to see. The platform launched its Shop feature in the US last fall, and the For You page shifted, pushing videos made by creators in the hopes that the users will start buying the products that go viral on TikTok directly from their store. TikTok Shop enables creators to earn a commission for each sale linked to their account.
The outcome is a For You page with constant interruptions from random product pitches. However, these shop videos have become a loophole for misinformation on TikTok. Creators are aware that Shop videos get privileged on For You pages, and some creators use those videos to promote different claims that can be dangerous.
So, the question is -Is TikTok giving Google a run for its money?
The answer is yes. Like other platforms, TikTok is constantly updating its features to offer users a better app experience. While some users still use TikTok for entertainment, the platform is emerging as a search engine, placing pressure on Google's market share.
Read more: ‘Engaging’ Social Media Content: A Critical Metric for Brands
Final Thoughts
Today's younger social media user demographic is using TikTok and Instagram instead of Google Search and Maps, threatening the tech giant's core products.
Based on the available data, it is clear that TikTok is giving Google genuine competition and can be perceived as a possible threat to Google's business. While predicting the future is impossible, Google seems to be competing with different companies in addition to TikTok Search when it comes to searching for information.
Considering Google's market share, available technology, and ability to pivot, the tech giant is not going anywhere anytime soon, but it is safe to say that Google is no longer the only search engine option.
And that is something marketers need to consider when tapping into new target markets and business opportunities.
While no other platform delivers nearly the same level of repeatable site visitation as Google, the current scenario for marketers calls for diversification and repurposing.
Diversifying traffic sources will enable them to buffer the volatility of Google Search with site visits from other platforms. Repurposing their existing content can help with addressing multiple sources in meaningful ways without multiplying the resources spent.
A leader in Business Insights, SG Analytics enables organizations to achieve actionable insights into products, technology, customers, competition, and the marketplace to make insight-driven decisions. Contact us today if you are an enterprise looking to make critical data-driven decisions to prompt accelerated growth and breakthrough performance.
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