Ask Gen Z what their favourite platform is, and the majority will say TikTok. It has been a prime source for entertainment across a wide variety of topics, hitting audiences far and wide. But in recent years, the digital landscape has evolved TikTok even further. In fact, the younger generation not only uses it for fun, but as a reliable source of news.  

According to Emarketer, nearly 10% of Gen Z users now prefer TikTok over established search engines like Google when looking for information. What’s more, a big reason behind this growing popularity comes from the short-form video format. Instead of having to read through multiple websites, viewers can now watch a video tutorial to answer their questions.  

Of course, this is not the death of Google. But it is something to think about, and optimising both Google and TikTok SEO could combine to give you great results.  

How are they the same? How are they different?  

Similarities: 

When searching for specific content, the Google and TikTok algorithm are incredibly similar. As you type in a key word, the search engines will show you content that matches your keyword. Both search engines are also prioritised for mobile optimization, meaning they work great on our phones for accessible and user-friendly content consumption. 

As powerful search engines, both TikTok and Google have a significant influence on consumer behaviour, and both are essential tools for maximising your brand’s visibility.  

Differences: 

Despite both search engines covering a wide variety of topics, Google is relied upon for its more comprehensive and accurate information. It can provide in-depth research, academic resources, and multiple different source materials. For TikTok, the video format is prioritised, but it is yet to go beyond that.  

However, TikTok has a highly personalised algorithm, thanks to the invention of the ‘For You Page’. This shows you content aligned with your particular interests, meaning TikTok can function not only as a search engine, but also as a discovery tool. As Wordstream puts it: “TikTok promotes passive discovery, prioritizing each user’s behaviour to guide it. Google focuses on active discovery since you have to tell it what you want before it shows you anything.” Keeping this in mind can be essential for your strategy: what do you want people to search for, and what do you want them to stumble across?  

How to improve TikTok SEO  

If you’re new to TikTok – don’t panic! It is a rapidly growing platform, but it seems it’s here to stay, so it’s definitely not too late to start implementing it into your social media strategy. A lot of tips to help your algorithm will be similar to other platforms like Instagram, such as careful use of hashtags, concise captions, and clear CTAs. However, with TikTok you have the opportunity to incorporate audio, and using trending sounds to compliment your content can boost engagement. A lot of people also choose to watch TikTok’s on mute, so make sure to include text and subtitles so people don’t just scroll past. Regularly monitoring analytics will tell you your best posting time, and you can check Leigh-Ann’s statistics blog to find out more.  

So no, TikTok is not the new Google, and it is in no way a direct replacement for Google. However, it isn’t something to ignore. If you want to maximise your brand’s visibility, consider aligning your TikTok SEO strategy with your Google SEO strategy. Combining TikTok’s short-form video content with Google’s comprehensive and reliable information is a sure-fire way to reach more audiences.   

And if you’re looking to maximise your content even further, have a look at our repurposing content tips.