Consumers searching for information, recipes, music, and other content are increasingly using TikTok as a search engine, according to recent Adobe research.

In order to learn how TikTok is changing search behavior and marketing tactics, surveys of over 800 consumers and 250 company owners were conducted as part of the study.

The Expansion Of TikTok As A Search Platform

According to research, 40% of users now use TikTok to look for products they need or want to learn more about.

Younger individuals are more likely to follow this trend: 64% of Gen Z (those born after 1996) and 49% of millennials (those born between 1981 and 1996) use TikTok as a search engine.

The site is being used to search for information on a wide range of subjects, including music, DIY projects, fashion, and food recipes, which Gen Z looks for 29% more often than millennials.

Nowadays, about 10% of Gen Z consumers would rather use TikTok for information searching than more reputable search engines like Google.

Over 10% of users use ChatGPT as a search engine, and over 10% use it to look for information such as financial guidance.

Why Users Are Drawn to TikTok

Because TikTok offers material in a distinctive, personalised way—through short, educational films that tell tiny stories—it has gained popularity as a search engine.

TikTok's ability to customise material to each user's interests is a major draw. Roughly 40% of Gen Z users find TikTok's video recommendations to be in line with their tastes. Even 26% of baby boomers find TikTok's narrative-style material appealing.

The majority of TikTok users (62%) think that video tutorials are their preferred format over other forms. Personal narratives and reviews are highly valued; 39% and 38% of respondents, respectively, said these were their favourites.

One of the reasons so many people see TikTok as a reliable source of information and experience is because it emphasises actual individuals sharing their stories.

Company Owners Turn To TikTok TikTok is becoming more and more popular among company owners as a way to connect with consumers who are looking for goods and services.

Nowadays, more than half of the company owners polled use TikTok to advertise their brands, publishing on the platform nine times a month on average. Influencer marketing is becoming more and more popular, with 25% of small company owners using TikTok influencers for sales and promotions.

Businesses spend 15% of their whole marketing expenditure on TikTok content creation on average.

Their primary areas of interest include instructional videos (35%), product evaluations (36%), and creative tangential material (43%). Looking forward, despite continuous difficulties in generating interaction and consistently producing interesting content, more than half of firms (53%) plan to raise their TikTok marketing budget.

Gazing Forward

Content development techniques may change as a result of TikTok's influence on consumer search behaviour.

TikTok offers chances to engage with younger audiences and establish authority, even if it requires constant experimenting.

Remain agile, since the TikTok scene is always evolving. Above all, prioritise the user experience by providing useful content in the form of engaging and educational movies.