Instead of just slogging through walls of text, Gen Z-ers crowdsource recommendations from TikTok videos to pinpoint what they are looking for, watching video after video to cull the content. It said it was “always thinking about new ways to add value to the community and enrich the TikTok experience.”ĭoing a search on TikTok is often more interactive than typing in a query on Google. TikTok, which is owned by the Chinese internet company ByteDance, declined to comment on its search function and products that may be in testing. In 2020, Google released YouTube Shorts, which shares vertical videos less than a minute long, and started including its content in search results. Since 2019, some of its search results have featured TikTok videos. Google has incorporated images and videos into its search engine in recent years. They go to TikTok or Instagram,” Prabhakar Raghavan, a Google senior vice president, said at a technology conference in July. “In our studies, something like almost 40 percent of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. 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. Google has noticed TikTok edging into its domain. As the digital world continues growing, the universe of ways to find information in it is expanding. While Google remains the world’s dominant search engine, people are turning to Amazon to search for products, Instagram to stay updated on trends and Snapchat’s Snap Maps to find local businesses. TikTok’s rise as a discovery tool is part of a broader transformation in digital search. A long-winded written review of a restaurant can’t capture its ambience, food and drinks like a bite-size clip can, she said. On TikTok, “you see how the person actually felt about where they ate,” said Nailah Roberts, 25, who uses the app to look for restaurants in Los Angeles, where she lives. That tailoring is coupled with a sense that real people on the app are synthesizing and delivering information, rather than faceless websites. 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.
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