Facebook and Google are trying to emulate TikTok as the platform makes inroads into search.

Over the past couple of months, there has been a lot about TikTok and Instagram changing behaviours on how people use search. Here at Insight, we have been doing a lot of reading into the subject and will try to break it down as best we can.

What's going on:

Google and Facebook are the current heavyweights in terms of online attention. But those titles are being challenged by TikTok and, to a lesser extent Instagram. The very way that people "search" is changing. Google's internal research shows that 40% of Gen Z (18-24 years old) are choosing Tiktok or Instagram as their search engines of choice when deciding on lunch spots. A direct threat to local search and Google My Business listings.

As a result, we see Google and Facebook changing how their platforms work to try to recapture this audience. Google is going to start incorporating more TikTok videos and more imagery in its search results. Facebook is fundamentally changing how its platform works to focus more on what content people around the world find interesting rather than those of your friends or relatives - which is how TikTok works.

Meanwhile, it's not like TikTok is sitting still either, opening warehouses in the US, which many believe is an opening gambit into the eCommerce space.

Why does it matter:

The research we have been reading doesn't point to Google/Facebook falling out of favour or losing popularity because they suddenly provide a poor product or service. Rather it points to a fundamental shift in terms of people's behaviour that is determined by generation.

If you're younger than 24, you're likely using something like TikTok/Instagram to find and digest your information. Just like when we went to school, we always Googled. It would never have occurred to us to use it any other way. That's a cultural shift.

Final thoughts:

In terms of marketing, we think it's important to keep an eye on where the attention seems to be headed in future. Gen Z are not on Google and Facebook the way we were. Although most are still more concerned with the older demographic, it pays to keep an eye on where attention seems to be heading. If your demographic is focused on under 24-year-olds, you're likely already on the platform!