The days of typing questions into Google may be fading, and instead, people are testing out a different algorithm within a social media platform, like TikTok, to find answers.
From searching about nearby restaurants to understanding global conflicts, Generation Z is quickly turning to social media platforms like TikTok as a primary search engine. For an app that began as a lip-syncing and dancing app, it has evolved into a primary source for discovering new content.
“I like going on TikTok to search for answers because it is so much quicker and usually it will be the first video that I watch that answers all my questions,” said Katelyn Vera, freshman University of North Georgia student.
Recent research has shown that around 40% of Gen Z users prefer using social media platforms like TikTok and Instagram over traditional search engines like Google and Safari. The platform’s style of short-form videos allows creators and businesses to break down complex ideas into absorbable content.
“I started watching study videos on TikTok to help me with my schoolwork,” said freshman Javi Gonzalez. “It’s just much easier to watch a 30-60 second video of someone explaining something rather than reading an article over it.”
Younger generations have grown up consuming content on what to wear and how to create a routine without having to search for any of these topics. It has helped grow communities and made people feel connected. Gen Z users have collectively realized almost anything can be found on social media.
“It makes sense why people use TikTok so much, as it makes people feel more connected. People would rather see a face and hear a voice rather than scrolling through a bunch of pages with words on it.” – Natalie Baker, Senior marketing major
The connection that social media platforms are able to create is helping shape how people consume information. Instead of algorithm-driven websites and a list of different articles, users rely on algorithm-driven feeds curated for their specific interest. The “For You” page that TikTok personalizes for people’s feed anticipates questions before they are even formed.
“I think TikTok is more up-to-date with resources compared to Google,” said sophomore Liam Woodruff. “I find it easier to find tutorials and life-hack videos on TikTok rather than looking it up on Google.”
However, convenience does not always equal credibility. With an app like TikTok, most of the content is created by users with different levels of knowledge.
With AI becoming a prevalent tool in social media, it has been hard for some people to find information that is truly reliable. Misinformation can spread easily.
“While I use TikTok a lot, I still find Google as my go-to source when finding stuff, but I don’t think TikTok is as reliable as some people say it is,” said Baker. “It can be so easy to post a video of fake information, and many people will believe it because it may have over 10,000 likes.”
Still, the trend of using social media as a main source outlet does not seem to be slowing down. As a generation raised on smartphones and social media Gen Z continues to prioritize video-based platforms, TikTok’s role as a search engine is likely to continue expanding. As a generation raised on smartphones and social media, Gen Z is finding answers in short-form content
