TikTok is being used as a search engine by Gen Z, according to a study, and firms are adapting their marketing tactics to appeal to the platform's younger user base. TikTok Gains Traction As A Search Engine Among Gen Z 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 behaviour 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 ...
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