Nearly 40% of generation Z prefer to search for things on TikTok and Instagram over Google Search and Maps according to Google’s internal data.
With the introduction of TikTok and its video feature, Instagram and Snapchat had to create their own video capabilities in order to stay relevant.
A Google executive has confirmed that TikTok is now the most popular website used among young people and that in order to follow suit, they’re now redesigning their website.
Google’s senior vice president, Prabhakar Raghavan said that many young people use TikTok (a social media app) or Instagram instead of Google Maps or Search when they are looking for a place to eat lunch. This is according to an internal study.
Google confirmed with Insider that they are struggling to compete with other sources of content.
The new changes to the search engine will make it more appealing to younger audiences as well as help them find insight.
According to Insider, some sources have said that TikTok presents a threat to YouTube which is also owned by Alphabet. They predict that TikTok’s advertising revenue will overtake YouTube by 2024.