The search trend in 2025, TikTok vs Google, who will dominate the information?
- Eddy Pinto
- Aug 19
- 3 min read
Editors CreatePlus
Reading time: 8 minutes
In recent years, TikTok has evolved from an entertainment platform to become the favorite search engine of millions of young people, especially the younger generation. The search trend is revolutionizing the traditional way of obtaining information on the Internet, positioning TikTok as an increasingly popular alternative to Google and other classic search engines.
Visuals and authenticity rule the day
The main reason why many young people prefer to search on TikTok is the visual and immediate experience it offers. Need to know how to prepare a recipe? Looking to fix an appliance? Want to know what's going on in the world? On TikTok you can find videos of 15 seconds, 3 minutes or even 10 minutes where creators explain everything in a simpler, more entertaining way and from a more natural perspective. Unlike Google, which usually delivers SEO optimized results and pages full of text, TikTok shows short or long but attractive videos, much easier to consume and understand.
Reliance on the opinions of real people
Another factor is the TikTok search experience to bring the user closer to the information. The recommendations that appear are not only commercial; they also come from informed “influencers” or people like you and me who speak from experience. For the new generations, trust in real users surpasses that generated by an anonymous article on a ranked website. TikTok's algorithm filters and personalizes results based on your preferences, interests and behaviors, making the search more relevant and entertaining.
Community, trends & entertainment
TikTok is not just a search engine, it is also a social network where community and trends play a key role. Users participate in viral challenges, follow their favorite influencers and are always up to date with what's new. Searching for information on TikTok keeps you connected to what's happening “in real time”.
Who searches on TikTok?
Data shows that more than 60% of TikTok users are between 13 and 24 years old, with the platform being especially popular among those born between 1995 and 2010. In addition, recent studies indicate that up to 62% of 18-24 year olds use TikTok as a search engine, displacing Google as the first choice for quick answers, recipes, places, trends, study tips and lifestyle recommendations.
Age | % of users who use TikTok as a search engine |
13-17 years old | 29% |
18-24 years old | 32% |
25-34 years old | 14% |
35-44 years old | 14% |
45-more years old | 11% |
Benefits and limitations
TikTok's advanced algorithm makes the results super personalized, and educational content, tips and tutorials are just a click away. But beware: the platform has its limits, as the information is usually brief, superficial and focused on entertainment. Therefore, it is key to complement TikTok searches with other reliable sources, and to promote digital education to ensure that users know how to distinguish between truthful information and viral content.
What does this mean for creators and brands?
If you have a project, brand or venture, being present and well positioned on TikTok is no longer optional; it is essential to connect with the new generations. Content strategies, SEO on TikTok and knowledge of the algorithm have become key tools to grow and stand out in this new era of search.
The way we search for information has changed. TikTok is winning because it offers information that is fast, visual, authentic and tailored to the user. For young people, search is about discovering people and trends, and TikTok is now the place to find them.
