"Search has fundamentally transformed from this old model of 'I have a question, I need an answer,' to really a place for stories and perspective,"
"This isn't just a change in behavior, this is a fundamental shift."
"People are really going to a platform like TikTok because we want inspiration,"
"We want information. And when you go into TikTok search, it's giving you all of that and then that added layer of in-the-moment engagement."
Search has transformed from a question-and-answer model into a destination for stories, perspective, and inspiration. TikTok data shows the top three search motivations are exploring personal interests, educating oneself, and entertainment. TikTok is the most useful social platform for researching and evaluating new brands and products for US shoppers (28.4%, June 2025, EMARKETER). Younger users are adopting TikTok for search more than traditional engines, with 86% of Gen Z searching on the platform. Consumers now use search to explore, compare, and shape perspectives, relying on influencer and ordinary-user content plus in-the-moment engagement to complete purchase journeys.
Read at EMARKETER
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