TikTok won’t kill Google yet, but it’s a new and fun way to think about search.
If search really is a long-term focus for TikTok, the platform will need to change a bit. Right now, creators only get one link in their bio, so you get lots of videos that tell you to look at a new thing in their bio, but that link is already gone by the time I see it. Also, TikTok is all about the For You page, which means people are using sounds and doing challenges and generally everything they can to show up when you open the app.
Search also presents new content moderation issues for TikTok. It’s one thing to influence what users see on their For You page, but it’s another entirely to make sure people see the right things when they’re actively looking for something.a huge amount of misinformation on TikTok and that “for a sampling of searches on prominent news topics, almost 20 percent of the videos presented as search results contained misinformation.
TikTok won’t replace Google for me — or anyone — anytime soon. But it’s increasingly clear that 10 blue links — with a bunch of barely labeled ads at the top, a big shopping widget, and a lot of links to Google services — isn’t always the right interface for search. Google is trying to make search more human and give people a way to ask more questions more easily. TikTok is instead offering an endlessly watchable library of endless content on almost any subject.
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