TikTok is the social network preferred by young people. Now, in addition, it gains more and more strength as a seeker among Generation Z.
Knowing the target audience is always key to developing marketing strategies. If we consider age when segmenting the audience, we can talk about different generations as those that distinguish generational marketing. Baby boomers, Generation X, Millennials, Generation Z, each of these generations have particular interests, lifestyle, habits, etc., which provide very useful and valuable information when designing a marketing strategy with results.
Generation Z corresponds to those born after 2000, digital natives who live their day to day linked to technology, making social networks their favorite place. If you have a product or service whose target audience is them, there are news that you should take into account when designing your digital marketing strategy.
TikTok your search engine
The king of search engines has always been Google, until now, or at least with Generation Z. This generation has turned its back on the well-known search engine, starting to perform its searches on TikTok.
TikTok, the social network of audiovisual content, is one of the favorites of young people, and its algorithm is one of the great responsible. The personalization it offers them when searching for content, has made this social network their favorite place to perform all kinds of searches related to their interests.
And what has been the big difference? The audiovisual format and the interaction of other users with the search results, recommending or not the information shown, has made Generation Z find searches on this social network more useful, compared to the generic results of Google.
According to the words of the vice president of Google Search, which were leaked to the American press and have not stopped going around the Internet: “almost 40 percent of young people, according to our studies, when they are looking for a place to eat, they do not go to Google Maps or the search engine; they go to TikTok or Instagram.”
Given all this new situation, an analysis of the prestigious New York Times indicates that this is so, that young people have made TikTok their default search engine. They explain with an interesting example, in which it becomes clear again, that what makes TikTok their priority option is the condensation of information in a few seconds.
Consequences for marketers
The direct consequences cannot yet be felt, although you can already extract a list of points where marketers will have to fix their eyes if they want to make effective marketing strategies.
- Search ads: for now you can not buy search ads on the social network, although you have seen beta tests of these advertising formats. Of course, although this format is coming, advertisers can already use this search data in the development of their ads on TikTok.
- SEO: Marketers will need to rethink how and where to develop their SEO strategies.
The universe of marketing shows, again, that it is a changing environment in which you have to adapt to the needs and changes in user behavior. Knowing what your target audience is like is essential to achieve success in the digital marketing actions carried out by a brand.
Digital transformation once again highlights the need to keep up with all marketing trends. In the close.marketing blog you will find articles about the latest developments in the sector. A little further down 👇 you can sign up for our newsletter so you don’t miss a 🙂
