While TikTok may be best known for its viral dance videos, the app has also become a search engine for many Gen Z users.
More and more young people are using TikTok’s powerful algorithm — which personalizes the videos shown to them based on their interactions with content — to find information uncannily catered to their tastes. That tailoring is coupled with a sense that real people on the app are synthesizing and delivering information, rather than faceless websites.
Google has noticed TikTok edging into its domain. While the Silicon Valley company disputed that young people were using TikTok as a replacement for its search engine, at least one Google executive has publicly remarked on the rival video app’s search capabilities. TikTok, which is owned by the Chinese internet company ByteDance, declined to comment on its search function and products that may be in testing. It said it was “always thinking about new ways to add value to the community and enrich the TikTok experience.”
TikTok’s results “don’t seem as biased” as Google’s, she said, adding that she often wants “a different opinion” from what ads and websites optimized for Google say. TikTok’s algorithm tends to keep people on the app, making it harder for them to turn to additional sources to fact-check searches, Tripodi added.“You aren’t really clicking to anything that would lead you out of the app,” she said. “That makes it even more challenging to double-check the information you’re getting is correct.”
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