New generations are always teaching their predecessors new ways to use technology. A few years ago, some search engine optimization experts discovered that a lot of kids weren’t using regular Google searches, they were doing it directly on Google Images. Now, a new threat hangs over Google, since some leaders of the Californian company ensure that the youngest do not leave TikTok to search for information.
A lot of text: the youngest are already spending research on Google
TikTok is a tough competitor for Instagram, and even an alternative that is eating away more and more ground on YouTube. A few months ago the first statistics began to be seen that ensured that the Chinese social network was starting to gel with an increasingly adult audience, which was worrying for a leading company in its sector like YouTube. However, those in Mountain View certainly did not expect that this social network could also end its reign of more than 20 years in the search engine market.
According to internal Google data revealed to TechCrunch, nearly 40% of Gen Zers prefer searching TikTok and Instagram over Google Search and Maps. A priori, this maneuver might be meaningless, but keep in mind that TikTok offers more and better features, so users accustomed to this platform will feel more comfortable using it than using it. let them search Google, where they will only see very unattractive text results.
Prabhakar Raghavan, senior vice president of Google, commented with concern that 4 out of 10 young people do not use Google when they are in a city and go looking for a restaurant. An average user would first search on Google and then enter Maps, TripAdvisor or any other result that might be useful in discovering a place to eat or knowing in advance what type of service is going to be found. Apparently Gen Z prefers to stay on TikTok or Instagram to do this type of research.
A new challenge for lifelong researchers?
We’ve seen how TikTok has upended Instagram’s plans. But what we never imagined is that Google would also end up worrying about this new competition, because apparently they are totally different services. This is not just a threat to the search engine, but to the whole business. Services like Ads or Adsense depend entirely on the Google search engine. A reduction in the percentage of searches on Google could cause the entire investment made in this company to plummet. And more, given that TikTok already has its own advertising system.
Apparently, Google is already working to make its search engine appealing to young people again. These changes appear to be an evolution of what we already know with Google Lens. Those of Mountain View think to give a boost to the search engine by also using augmented reality so present in other Alphabet projects. However, recovering the attractiveness of the Google search engine will not be so simple. If there’s a reason this company practically has a monopoly on search engines, it’s because of its power and ability to solve user problems. If TikTok – much more visual and easy to use – achieves the same goal, the world’s most famous search engine will start to get in trouble for the first time in its history.