The following feature is adapted from the 2024 edition of ICEF Insights magazine. The digital edition of the magazine is freely available to download.
“TikTok is coming for Google’s gig, as the kids might say.” —Nadia Tamez-Robledo, writing in EdSurge
If you’re of a certain generation, you “just Google it” when you need to find something, whether it’s a definition, the history of a country, or where to buy your favourite brand. But if you’re a teen or twenty-something, Googling is just one of many searches you might perform every day.
In fact, research shows that people under 34 are now more likely to visit a visually based social media platform such as TikTok, Instagram, or YouTube to find or explore topics, people, places of interest, or … schools that might be just the right fit for their goals and personality.
According to Google research, almost 40% of young people looking for dining or recreational options choose TikTok or Instagram rather than Google Maps or Search. Commenting on that finding, Prabhakar Raghavan, senior vice-president at Google, told an audience at Fortune’s 2022 Brainstorm Tech conference that “We keep learning, over and over again, that new Internet users don’t have the expectations and the mindset that we have become accustomed to. The queries they ask are completely different.”
Intuitive recommendations
Often Gen Zers don’t even “query.” For example, when they open their TikTok app, their For You Page (FYP) serves them a delightful banquet of...
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