The app isn’t close to challenging Google’s search dominance (the companies have even partnered together). But as a video-first app, TikTok may be better suited for certain visual-leaning queries.
A new Adobe Express survey, conducted in August by brand-engagement firm Fractl, examined what makes search different on TikTok and what its users typically look for.
The company asked 808 US-based respondents what search apps they turned to, what they asked for in particular on TikTok, and what drew them to the short-video app over platforms like Google or Bing.
For brands looking to post on TikTok, Adobe’s report offered insights into the types of videos companies should make and what topics to focus on.
For example, respondents often turned to TikTok as a search engine to learn about new recipes, to find new music, to uncover DIY tips, or to get advice on fashion, beauty, and workouts.
TikTok has long been an influential discovery tool in the music business. The company has also introduced features to embed cooking recipes in videos, as well as to sell fashion and beauty items in the app.
But companies that sell food or consumer goods, as well as music artists, home-improvement retailers, beauty brands, and fitness companies, should think about ways to answer common questions in TikTok videos or post informational tidbits to boost visibility on the app.
Video style matters as well. Respondents tended to prefer “video tutorials,” “product or service reviews,” and “personal stories or anecdotes” when using TikTok as a search engine. They were less interested in “short, digestible text slideshows” or “Q&As or interviews,” for example.
Source: Adobe Express
Why did these consumers turn to TikTok over traditional search tools for product recommendations or design inspiration?
According to Adobe’s survey, the most common reason was simply that “the short-video format is more informative and digestible.” Other respondents said they enjoyed the “storytelling aspect” of TikTok, found its content “more personalized,” and believed its information was “more current.”
Some said TikTok offered “diverse perspectives” or the ability to “see products in the real world” as well.
Here are the top 10 reasons survey respondents selected for using TikTok over traditional search engines:
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The short-video format is more informative and digestible
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I enjoy the storytelling aspect of TikTok videos
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The content is more personalized
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The information is more current
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I enjoy the interactive and immersive experience
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It’s more integrated into my social-media browsing habits
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It curates diverse perspectives and unique ideas
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It offers a sense of community and interaction
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It offers more user reviews and experiences
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I can see products in the real world
While TikTok is creeping up on some of its competitors in search, with 64% of Gen-Z respondents saying they’ve used it for that purpose, it still remains a small fish in a big sea.
Seventeen percent of US consumers surveyed by Adobe said they found TikTok to be the “most helpful” when searching for information. The app distantly trailed Google, with 91% of respondents saying it was the most helpful. It also fell behind Google-owned YouTube (39%) and Bing (21%) on that question.
An Adobe spokesperson said 25% of participants in its survey were members of Gen Z, while 31% were millennials, 26% were Gen X, and 18% were baby boomers.
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