Facebook is where people go to connect with distant relatives, and every 30-something-year-old knows you can’t beat an aesthetic Instagram grid, but when it comes to connecting with brands, Gen Z knows it all scrolls down to TikTok.
Recently, an Adobe study, showed nearly 1 in 10 Gen Z-ers now prefer TikTok over Google, with 64 percent revealing that they use Tiktok as a search engine; signalling a major shift in the digital landscape.
Tiktok’s rise as a search engine amongst young consumers means brands need to adjust their marketing strategy on the platform to move with the times.
From integrating user generated content (UGC) to ensure your product appears in relevant searches, to engaging micro-influencers with the intention of re-engaging glazing eyeballs and itching ready-to-swipe thumbs, brands chasing young consumers can’t afford to sleep on TikTok.
Staying connected to young consumers and adapting digital strategies with market shifts is critical to maintaining relevance. It’s time to get out of the millennial “Google it” mindset to ensure your campaigns, products and brand messaging reach the right audience.
Sources
https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine
