When you think of TikTok, you might think of dance videos and trends, but do you ever consider using the popular video platform to search for recipes, tutorials, or even current events? Well, recently, the app has switched from being merely used for entertainment to a space where many people seek out information.
Google is the search engine that’s top of mind for most of us. Adobe recently conducted a study which found that TikTok is quickly becoming the go-to search engine for many individuals. In fact, 10% of Gen Z says that they are more likely to use TikTok to find information than Google. However, TikTok is still tied for fourth place among the top search engines, with Google, YouTube and Bing taking the top three spots.
Gen Z is drawn to TikTok for its authentic feel, moving away from more polished platforms like Instagram in favor of real, relatable content. Unlike highly curated posts, they prefer personal stories, minimally edited videos, and candid moments that foster a genuine sense of connection and community. This shift is reflected in the popularity of content around social issues, mental health awareness, and activism.
Gen Z is not the only generation that uses TikTok as a search engine. Nearly 2 in 5 Americans reported using the app to search for information. This doesn’t come as a surprise since studies have found that video-based search results tend to have a clickthrough rate 41% higher than text-based search results.
TikTok offers several search functions, making it easier for users to find what they’re looking for. These features include a discover and hashtag page, keyword search, user and trending searches, and the in-app search bar. Users can narrow their search even further by applying advanced filters to sort by video type, duration, and upload date.
TikTok users report their top three reasons for using the app are:
- The short video format is more informal and digestible.
- They enjoy the storytelling aspect of the videos.
- The content is more personalized.
TikTok users often turn to the platform for engaging video tutorials, product or service reviews, and personal stories. The most common searches are for new recipes, music, DIY tips, fashion advice, workout routines, and beauty advice.
No matter what you’re looking for, TikTok’s search features offer real-time, authentic results.