The Death of the Millennial Internet
The millennial internet has historically acknowledged Google as the default search engine, so much so that it’s become a verb (e.g. “Google this”), but the market dominance that they’ve enjoyed thus far seems to be coming to an end, for the younger generations at least. A recent study found that Google has fallen to the third preferred search engine among Gen Z, outranked by both Instagram and TikTok.
Why It Matters
The overarching theme here is this: social media platforms, namely Instagram and TikTok, have seen a rise in their utility as search engines, which is significant in the reshaping of the digital landscape. The perception of younger audiences is shifting towards these platforms being viewed as trustworthy and reliable sources of information across multiple topics including cooking, DIY, music, fashion, and much more. Text-based content has been replaced by short-form video and audio content, which is why these platforms have been so popular for younger users who don’t want to spend time skimming articles or reading essays. Businesses will need to adapt their marketing strategies to target this demographic of users, and 53% of businesses intend on investing in TikTok marketing specifically.
My Take
TikTok ban aside, what we’re living through is a shift in the digital landscape of social media. Platforms like Instagram and TikTok are expanding beyond simple entertainment or social apps into “Super Apps”. An example of this exists currently with WeChat, the Chinese Super App that integrates messaging, payments, city services, games, e-commerce, food delivery, and much more into one centralized platform. Over time, we could see the emergence of more Super Apps as companies try to act on their competitive advantage and keep users on their platforms for longer. You can already search and shop via TikTok – what if they added ride-sharing? The ability to pay your bills? Food delivery? Time will tell how these platforms continue to develop, so be on the lookout for these changes as they arrive.
Looking for more on the topic? Check out the links below
TikTok gains favor among Gen Z over Google for searches
The Year the Millennial Internet Died
GenZ Dumping Google For TikTok, Instagram As Social Search Wins