TikTok has been touted as social media’s strongest competitor, but the video platform may also be overtaking the world’s most popular search engine.
According to Google senior vice president Prabhakar Raghavan, the company is now looking to identify why Gen Z are turning to social media like TikTok to conduct searches, and what Google can do to keep up.
“[We] face robust competition from an array of sources, including general and specialized search engines, as well as dedicated apps,” the company said.
In order to better appeal to young users, Google plans to update its search engine. This will include the ability to pan a camera over a space and receive insights about multiple objects within the scene.
Still, Google is not a social media site. Not only will the tech giant need to do more to establish itself as the go-to search engine, businesses using both websites will need to adjust their marketing to focus on where younger audiences are gaining their information.
If and when Google does make updates, companies will be able to adjust their presence accordingly, giving them multiple avenues for online and digital marketing.