TikTok and Instagram: the new Google for young people?

For a long time, Google has reigned supreme as the go-to search engine for finding information, advice, and recommendations. But a shift is happening among younger generations. In fact, more and more young users are turning to platforms like TikTok and Instagram not only for entertainment, but also for getting accurate information on a multitude of topics. Whether it’s product recommendations, practical advice, or even tutorials, these social platforms are becoming powerful alternatives to Google.

Why have these platforms become so popular? How are these social networks redefining information search habits among younger generations? This article will explore how and why TikTok and Instagram have established themselves as the new “Google” for young users, analyzing the reasons for this upheaval and the consequences for brands and content creators.

TikTok and Instagram: search engines in full transformation

Social media is no longer just a place to share photos and videos. With the emergence of TikTok and Instagram as research tools, their role has transformed to meet a growing demand for informative content.

On TikTok, for example, young users search for answers to practical questions by typing keywords into the search bar: “quick recipe ideas,” “travel tips,” or “best beauty products.” Unlike the results of a traditional Google search, where information often comes from institutional websites or blogs, on TikTok, the results are short, dynamic videos. These videos offer visual and interactive content, which is often perceived as more authentic and entertaining than text-based articles.

Instagram, on the other hand, has long been about image and aesthetics. However, with the rise of features like Reels and Stories, the platform is adapting to this new demand for instant information. Instagram influencers and content creators are playing a central role in this phenomenon by sharing tutorials, how-tos, product recommendations, and reviews in visually appealing formats.

Why do young people prefer TikTok and Instagram to Google?

There are several reasons why younger generations now prefer to turn to TikTok and Instagram rather than Google for their information searches.

A more engaging format

Unlike text-based results from a Google search, TikTok and Instagram offer interactive visual content. Short, engaging videos are more likely to capture attention, which aligns with young people’s rapid content consumption habits. On these platforms, users can get a visual answer to their search in seconds, without having to read long articles or scroll through multiple pages of results.

Trust in content creators

Influencers and content creators on TikTok and Instagram are often perceived as more authentic and accessible than big brands or corporate sites on Google. Younger users are more likely to follow recommendations from people they follow and admire on social media, rather than relying on anonymous results on Google. This proximity to creators reinforces the trust and credibility of the information shared.

A more specific search

TikTok and Instagram allow for ultra-specific searches with targeted hashtags or keywords. For example, a user can type in “best foundation for oily skin” and immediately get a video of someone demonstrating and testing the product live. On Google, this level of personalization and specificity could require multiple clicks and searches to arrive at such a precise result.

The pleasure of discovery

One crucial aspect that sets TikTok and Instagram apart is the recommendation algorithm. These platforms are designed to introduce you to new things, often before you even know what you’re looking for. For example, you can discover food trends, fashion tips, or innovative products simply by scrolling through your feed. This “passive discovery” dimension adds a playful element to the search for information, unlike the more intentional search on Google.

What are the consequences for brands and businesses?

The rise of TikTok and Instagram as search engines has major implications for brands and businesses. Here are some of the ways these platforms are redefining digital marketing:

Create native and engaging content

To reach younger generations, brands need to adapt their content to the format of these platforms. This means creating short, engaging, and informative videos, often with the help of content creators or influencers. Companies that invest in creating native content on TikTok and Instagram, especially through Reels or challenges, will have a better chance of capturing users’ attention.

The importance of authenticity

Young TikTok and Instagram users are very sensitive to authenticity. They prefer brands that are transparent and don’t try to “sell” too much. Successful campaigns on these platforms are often those that tell a story, are fun, and involve an authentic exchange with the community.

The power of virality

On TikTok, a single video can go viral overnight and generate millions of views. This virality is a major opportunity for brands looking to reach a large and diverse audience. However, virality cannot be forced. Businesses must focus on creating relevant and engaging content that resonates with their target audience.

Influencer marketing is booming

The role of influencers on TikTok and Instagram is increasingly central to the purchasing process of younger generations. Brands must therefore invest in authentic partnerships with content creators who share their values and who can promote their products or services in a natural and effective way.

TikTok and Instagram, key players in information searches

TikTok and Instagram are much more than just social networks intended for entertainment. They have transformed themselves into alternative search engines, adapted to the expectations of younger generations, thanks to short, visual, and interactive formats. For brands and companies, this trend represents an opportunity to rethink their content strategy and invest in native formats that resonate with this new audience.

While Google continues to be a major player in the search for deeper and more complex information, TikTok and Instagram are emerging as the preferred platforms for young people to search quickly, specifically, and engagingly. The question is no longer whether these networks will replace Google, but rather how they are already redefining the way we consume and search for information online.

Want to learn more about how to optimize your presence on TikTok and Instagram to capture audience attention?

Contact the Numeractive team now to discover our digital marketing solutions tailored to your audience.