Tiktok is the new search engine: What does this mean for influencer marketing?
People, in particular Gen Z, are no longer using Google to look things up. They’re turning to Tiktok. So what does this mean for influencer marketing? Elise Brando, head of influencer and creator marketing at Underscore, explores.
When you think of a search engine, your mind probably goes straight to Google.
But for Gen Z in Australia, that’s no longer the case. Increasingly, their first stop when looking for information isn’t a traditional search engine at all. It’s Tiktok.
Whether they’re searching for recipes, reviews, product demos, date night ideas, or even career advice, Gen Z is going to Tiktok first. It’s where they discover, learn, decide, and buy.
