https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html
https://www.wired.com/story/google-borrows-from-tiktok-to-keep-gen-z-searching/
TikTok's ascent, not just as a social platform, but as a discovery engine, indicates that the short-form video format it's popularized is not just an entertainment format for Gen Z, but one with utility as well. It is their preferred medium for discovering content, relaying information, and in turn receiving new information as well (as evidenced by the plethora of instructional videos on the platform in addition to the viral dance videos it's famous for). Secondly, I think this shift in behavior also underscores heightened expectations amongst Gen Zers for digital experiences, including search results, that are hyper-personalized and curated for them. And this is something social platforms like TikTok and Instagram have excelled at.
As this behavior becomes popularized, potential ethical dilemmas aside, the monetization potential for platforms like TikTok could be significant if or when they begin to roll out their own forms of keyword and contextual bidding/targeting. Watching how this potential convergence in buying types (keyword bidding) that were typically only reserved for platforms like Google, will likely provide strong signals for how much more Google needs to adapt its own platforms to match changing user behaviors.
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