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#jaiyeorie  TikTok is pursuing more targets than simply its rivals on social media.


About 40% of Gen Z choose TikTok and Instagram for searching over Google Search and Maps, according to internal Google statistics.


The fastest-growing social media app, TikTok, has enjoyed a surge in popularity over the previous few years to the point where it pushed Instagram and Snapchat to introduce rip-off video features in Reels and Spotlight.

The internet browsing habits of young people are changing as a result of TikTok, and a Google executive has recognized that the company is working to keep up.

Google senior vice president Prabhakar Raghavan told the Fortune Brainstorm Tech conference that according to Google’s internal studies, “something like almost 40% of young people when they’re looking for a place for lunch, they don’t go to Google Maps or Search, they go to TikTok or Instagram.”

Google highlighted changes it plans to make to its search engine to appeal to a younger audience, including the ability for a user to pan their camera over an area and “instantly glean insights about multiple objects in a wider scene.”

The takeaway here: the next generation of consumers is relying in large part on social platforms to confirm which stores and experiences are worth checking out.

Granted, this isn’t a big revelation. This is why social shopping has been a big buzzword, and it’s behind the success of tertiary services like the “link in bio” tool, Linktree, which has just this week launched a mobile app on iOS and Android.

For businesses that need to reach that audience, though, it means a shift in strategy. Buying ads on Google won’t find an audience that isn’t on Google.

At the same time, there’s no easy way to buy the most valuable way to be a hit on social media, since that requires organic posts that take off. Businesses should plan a social media strategy, but they’re ultimately at the mercy of the TikTok teens.

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