TikTok rivals Google as a go-to search tool for Gen Z. A TikTok-commissioned study found that the vast majority of Gen Z (86%) search on the platform weekly, nearly matching their use of traditional search engines like Google (90%). What Gen Z searches for on TikTok is also distinct: they turn to the app for fashion and beauty advice, cooking tips, entertainment, and DIY content, while reserving Google for broader, more general queries. With so much engagement in searching, TikTok launched the “Search Ads Campaign,” which lets brands target users via keywords in search results. They found the feature drove significantly higher purchase lift compared to non-search campaigns. YPulse data backs up the broader social search trend: 82% of 13-to-39-year-olds say they’ve used social media to search for content, news, products, and more. (tubefilter)
👀 Read more from YPulse: Most Gen Z Use Social Media as a Search Engine
