Person with a mobile phone entering TikTok
TikTok and Generation Z
TikTok is a social media platform that allows users to create, share, and watch short videos, typically between 15 seconds and 3 minutes long. Originally known as Musical.ly , it was launched in China under telegram philippines the name Douyin by the company ByteDance in September 2016 and was introduced internationally as TikTok in September 2017. It is currently the fourth most used social network in the world , with 1.562 billion users.
TikTok’s popularity is growing rapidly, especially among global youth, thanks to its emphasis on offering original and entertaining content . In particular, this vibrant platform seems to be highly appreciated by the so-called “ Generation Z ” , i.e. all young people born between 1995 and 2010. Also known as “ digital natives ”, they are the first who have not experienced a world without technology and digital environments, which affects their way of dealing with daily life and consumption.
The importance of TikTok as a search engine for Generation Z
TikTok is a successful search engine among Gen Z because it offers a more engaging experience compared to Google . On TikTok, results are visually appealing and users can easily interact by leaving comments, allowing them to have spontaneous conversations. TikTok’s search and exploration features go beyond being a simple entertainment social network . Also, unlike Google, where interaction lacks intimacy, the Chinese platform is more appealing to young people because it allows them to obtain information in a more intimate way.
According to a Google study , more than 40% of Gen Z members prefer to search for information on TikTok , and as its use as a search engine grows rapidly, many are wondering if it could dethrone Google .
How does TikTok's search algorithm work?
Have you ever wondered how TikTok knows exactly which videos to show you in your feed? The answer lies in its algorithm , an advanced artificial intelligence technology that employs a variety of factors to decide what content is shown in users’ feeds. What it does is select videos from the “For You” section to present to each user and create a personalized feed . The basics of its functionality are: