How TikTok is Redefining Search and Local Advertising

As our friends at SOCi highlighted in their latest research, TikTok has become the new search engine for Gen Z, with 62% preferring it over Google. This shift isn’t surprising, or as Gen Z might say, “We been knew.” Recognizing this trend, Tiger Pistol launched one of the first local social advertising solutions for TikTok last year.

SOCi’s findings echo Adobe’s 2024 research and a 2022 New York Times article. While the Times piece was primarily anecdotal, Adobe’s survey revealed that over 40% of American consumers use TikTok as a search engine. This behavior is even more pronounced among younger generations, with 64% of Gen Z and 49% of millennials turning to TikTok for their search needs. The shift in consumer search behavior towards TikTok, particularly among Gen Z and millennials, presents a vital opportunity for local businesses to leverage TikTok’s visual and immersive platform for enhanced local advertising, allowing brands to connect with their communities more effectively and efficiently through engaging, localized video content.

Why TikTok is Becoming the Go-To Search Engine

According to Adobe’s study, the top reasons consumers use TikTok over traditional search engines include:

• Informative and Digestible Format: 44% of users appreciate short video format.
• Engaging Storytelling: 34% enjoy the storytelling aspect.
• Personalized Content: 31% find the content more tailored to their interests.
• Current and Interactive Information: 29% value the immersive experience.
• Integrated Social Browsing: 27% prefer it as part of their social media habits.

Additionally, 62% of users favor video tutorials, while product or service reviews (39%) and personal stories (38%) also rank highly.

TikTok’s Impact on Local Businesses

TikTok offers a unique opportunity for local businesses to connect with nearby users. Acting as a dynamic search engine, TikTok allows potential customers to immediately see what a business looks like and the experience it offers. For instance, a search for “restaurants in Cleveland” on TikTok yields instant visual insights without clicking through links or maps.

Research by VideoScribe underscores the power of imagery: visual learning methods are 83% more effective than text alone, improving learning by up to 400%. This aligns with the fact that 90% of the information transmitted to the brain is visual.

TikTok’s Unique Audience and Engagement

• 20% of TikTok’s audience cannot be reached on Facebook or Instagram.
• TikTok users focus on their screens 99% of the time during ads, compared to 76% on other platforms.
• 45% of active users use TikTok to follow or research brands and products.

Overcoming Local Advertising Challenges with TikTok

Many local business partners want to run vertical video ads on platforms like TikTok and Reels but lack the necessary skills and resources. Even when they attempt to create these ads, there’s a risk of straying off-brand. Adobe’s study outlines these challenges:

• Time Constraints: 29% struggle to consistently produce content.
• Resource Limitations: 28% find it difficult to create high-quality videos.

Scaled solutions with templated campaigns can help maintain brand integrity while allowing localized content.

Leveraging TikTok for Local Advertising

Tiger Pistol has seamlessly adapted its proven local social advertising approach to TikTok. Prioritizing scale, relevance, and performance, our platform allows businesses to leverage TikTok’s potential for meaningful local engagement. With TikTok’s vertical video format, brands can achieve remarkable interaction levels with local audiences.

Local businesses can no longer afford to ignore TikTok. By embracing this platform, they can connect with their communities in an engaging and effective manner. With the right strategies and tools, TikTok can transform local advertising, drive business, and build stronger local connections.

Learn more about Tiger Pistol’s local advertising solutions for your industry.