Boasting over one billion active users, there’s no doubt that TikTok has taken the world by storm. Having rapidly become one of the most popular social media platforms on the planet, TikTok is known as the go-to space for short-form video content. However it doesn’t stop there…  

TikTok is redefining the way we search for information online.

Traditional search engines, such as Google, have been the go-to tools for finding information digitally. Users type in a query and the search engine provides a list of results that are relevant to their search terms. Yet whilst this works, TikTok's unique algorithm and user interface has a distinct advantage - and it’s changing the way we discover new information.

On TikTok users search for content using keywords, just as they would using a traditional search engine. However, the key difference with TikTok is the algorithm which also recommends content based on a user's interests, browsing history, and other factors. This exposes users to content that they may not have specifically searched for, but content which the algorithm has determined relevant to their interests.

TikTok also has a unique user interface that promotes unexpected discovery. Unlike traditional search engines, which present a list of search results, TikTok presents content in a continuous feed. As users scroll the platform they are displayed a variety of content, some of which they may not have searched for but still find interesting.

I like to call this ‘lucky discovery’ - and it’s part of what makes TikTok so addictive. 

Users can spend hours scrolling through their feed, discovering new content and engaging with other users - all whilst remaining continually engaged. This type of behaviour has implications for the way we consume information online. Rather than seeking out information through a traditional search engine, users may be more likely to stumble upon it while browsing TikTok instead.

Without a doubt TikTok is redefining the way we search for information online by combining traditional keyword-based search with a unique algorithm and user interface that promotes coincidental content discovery. As TikTok continues to grow in popularity, we look forward to monitoring how it further impacts the way we consume information!