For the second year in a row, TikTok has been recorded as the fastest growing source of news in the UK (as per Ofcom’s annual news consumption report). The Chinese owned app has become an outlet for people of all backgrounds, occupations, and expertise to share their passions. There is no subject too niche and no question too precise for the 1.5 billion active users that TikTok obtains. Whether it be a new recipe, or a review on the book you have just bought, users flock to TikTok in their millions for quick and easy insights.
For Gen Z in particular, the platform has quickly transformed from a light-hearted ‘dancing app’ into a favoured news source. Whilst it still maintains all its playful qualities, established by amusing trends and humorous storytelling, it is now used by many as a means of research.
The honest and unbiased nature of TikTok videos fills a gap in the news market which was previously inundated with professional and conservative insights rather than opinion fueled hot takes. Reports have shown that a huge 40% of young users turned to TikTok when looking for a place to lunch instead of Google Maps. It could be said that this allows for a more ‘user focused’ approach which simultaneously educates and entertains. Perhaps, this is where in some ways, search engines such as Google fall short; TikTok creates a perfectly tailored feed for each individual user (appropriately named the ‘For you page’), where relevant videos are placed in the palms of their hands.
@neilpatel TikTok is Gen Z’s Google. Gen Z uses TikTok to search for restaurants, local eats, and more. Even Google executives are aware of this trend. How is Google responding to this pilgrimage of Gen Z audiences to TikTok? Google is looking into creating a place for short-form videos on Google to compete with TikTok. I believe Google is too late. What do you think? #genz #tiktokovergoogle #tiktok #google #googlevstiktok #googleupdate #socialmediatrends #tiktoknews
TikTok has undergone a change in recent years, gaining credibility as a news source through the presence of established media outlets such as the BBC and the Telegraph, who have begun to share purpose made short-form content catered to the TikTok user. This could mark a pivotal moment for establishments who once drew audiences in with their traditional report style frameworks, as they now find themselves having to align with the 21st Century method of how media is absorbed.
A survey of 1,400 marketeers across the world has found that the majority plan to increase their spend on TikTok and YouTube in 2024, whilst cutting their spend on platforms such as X (formerly Twitter.) This is a clear indication of just how quickly TikTok continues to grow and dominate the social media world, and how agencies are adjusting to the ever changing landscape of paid media channels.
Ultimately, it is a prime example of how apps can evolve overtime and it is fundamental that Advertising and Marketing Agencies keep this in mind when producing content.
