TikTok’s olympian rise from youth entertainment platform to ruling the search realm

How has a Social Media platform become one of Google’s biggest rivals?

This article was originally featured in Issue 13 of Benchmark Magazine, Titans of Search. 

Myth: TikTok is primarily a platform for kids to share lip syncing and dance videos.
Reality: TikTok has evolved to become so much more than an entertainment platform, and many businesses are thriving from using its intelligent algorithms to raise awareness of and sell their products and services.

Since the release of Myspace in 2003 Social Media has continued to evolve and adapt over the years; each platform has competed against an emerging platform that rivalled, and eventually overtook it’s popularity. MySpace was followed by Bebo, Facebook, Instagram and many more.

Social Media platforms were created to communicate with friends across the globe, and share memories instantaneously. Fast forward 21 years and Social Media has become a part of everyone’s lives in one way or another, with 5.4 Billion users worldwide. How we use these platforms has changed dramatically and in turn, they have changed with us.

The popular short-form video platform TikTok, recently transitioned into the world of search! If you had asked me back in 2021, would TikTok essentially become a search engine? I would have said no. At present, did you know Gen Z now uses TikTok more than Google to search for information?

To understand how TikTok manoeuvred its way into ruling the search realm, we should exploreTikTok’s evolution, and debunk common myths about the platform.

The Evolution of TikTok - a timeline

Ancient Greece

During this time people used to gather to watch actors perform Greek tragedies in a theatrical setting, and– actually, we probably don’t need to go back this far…

2014

The app Musical.ly was launched during a time when short-form video was increasing in popularity, joining apps such as Vine, Keek, and Snapchat. The platform was used for lip syncing and dance trends, and housed a large collection of music and sounds to allow users to more seamlessly integrate sound into video, when compared with competitor platforms.

2018

Musical.ly was acquired by ByteDance – and was rebranded into the platform we know today as TikTok. While it’s primary ficus still revolved around lip syncing, dance, and music, it began to grow exponentially among users.

Latest findings suggest that TikTok has been downloaded 3.5 billion times, with 1 billion active monthly users!

2020

TikTok starts adding additional features to the app as it continues to grow in popularity, including the creator fund, TikTok live, and verified accounts.

This encouraged more people from different ages, and niches to create content for the platform – transitioning it into so much more than just a dance app for kids.

TikTok creators began blowing up the app with hilarious skits, explainer videos, and much more.

While entertainment and dance still rule the roost, learning takes centre stage too, with everything from health hacks to investment tips starting to pop up on the feed.

2022

TikTok partners with Shopify to introduce TikTok shop, skyrocketing the rise of ‘The Influencer’ on the platform. Creators and influencers manage to make a very comfortable living for themselves; paid endorsements with a plethora of celebrities have continued to enhance the popularity of the platform.

Brands have also realised that they can leverage TikTok for brand awareness and revenue as well as the use of influencer marketing.

Present Day

The platform continues to update features and user capabilities such as extending recording length from 15 seconds to 3 minutes to now 15 minutes. There are thousands of filters and effects to utilise within your content and enhance video editing capabilities.

You can now shop for pretty much anything through TikTok Shop at discounted prices.

TikTok: Lip Sync to Search Engine

While not a traditional search engine, user behaviour on the platform indicates “search-like” tendencies:

• Trending sounds and hashtags serve as search queries, directing users to specific content.
• The discovery page algorithm produces personalised feeds based on interests and search preferences.
• Users “TikTok” instead of Googling for product reviews, recipes, or quick life hacks.

Gone are the days of endless text searches. 40% of consumers, especially younger generations, (Gen Z) are now turning to TikTok for information. From cooking hacks to investment tips, they’re swapping dry articles for engaging video stories.

But is this trend all fun and no facts?

Short, sweet, and personal, bite-sized videos with a human touch make information more digestible and relatable. Forget generic results, TikTok’s algorithm delivers content you actually care about. Tutorials, reviews, and real-life anecdotes resonate more than text, with 62% preferring video learning.

While real people sharing their experiences builds trust, remember not all creators are experts. It is important to do your research before taking financial advice from your favourite creator.

From entertainment, to business

Over half of businesses are already hopping on the TikTok train, creating creative content, product reviews, and instructional videos. They’re even partnering with influencers to reach younger audiences.

TikTok’s impact on search is undeniable. While it might not replace Google entirely, it presents an exciting opportunity to connect with new audiences and build trust through engaging informative content.

Debunking TikTok Myths: Beyond Dance Challenges

TikTok has transcended its lip-syncing roots, evolving into a vibrant information hub. But amidst its popularity, misconceptions abound. Let’s debunk some common myths.

Myth 1: It’s just for teens and dance trends.

While Gen Z loves TikTok, 41% of users are 26-45 years old, enjoying diverse content from DIY projects to financial tips.

Myth 2: Content is superficial and low-quality.

Educational videos are booming, with 32% of UK teens using TikTok to learn. Expert-driven content on healthcare, cooking, and more thrives on the platform.

Myth 3: Businesses have no place on TikTok.

Brands like Duolingo and Ryanair have gone viral with creative content. 53% of businesses plan to increase their TikTok marketing budget.

Influencer partnerships and eCommerce integration further unlock potential.

Myth 4: It’s not a reliable search engine.

40% of consumers now use TikTok to search for information. While not a traditional search engine, personalised video recommendations guide users to relevant content. Remember, critical thinking is key when evaluating any online source.

So, ditch the outdated stereotypes and embrace the dynamic world of TikTok. With its diverse content, engaged user base, and constant innovation, it’s reshaping online behaviour and offering exciting opportunities for both individuals and businesses.

Conclusion

From dance crazes to educational hubs, TikTok has defied expectations, blurring the lines between entertainment and information. While still evolving, its influence on search behaviour is undeniable. Short, engaging videos resonate with younger generations, offering a new lens through which we discover and learn.

Whether you’re a brand looking to connect with new audiences or simply a curious user, remember: TikTok is more than just trends and dances. It’s a vibrant community powered by storytelling, and the future of search may just lie in its bite-sized narratives.