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Wed, Jul 10, 2024

Communities

Gen Z skips Google: TikTok, the new search reflex

Gen Z Skips Google: TikTok, the New Search Reflex

In 2024, TikTok is no longer just an entertainment platform, but also a genuine search engine for Generation Z. This evolution marks a significant change in how young consumers search for and consume information.

A marked preference for visual search

According to an Adobe study, TikTok has become the preferred search engine for many young users to find information, recipes, music, and much more. This trend is explained by several factors:

Visual and engaging content: TikTok's short videos offer a more dynamic and immersive search experience than traditional text results.
Personalized algorithm: TikTok adapts results based on the user's interests and behavior, offering a tailored search experience.
Perceived authenticity: Gen Z trusts advice and information shared by real individuals on TikTok more than impersonal websites.

Source : Adobe Study : Using-tiktok-as-a-search-engine

A wide range of searches

Gen Z uses TikTok to search for a variety of content:

Practical information (e.g., requesting a letter of recommendation)
Recipes and cooking tips
Music discovery
Fashion and beauty advice
Reviews on products and services

In summary, TikTok is clearly encroaching on Google's territory, particularly YouTube's. While the world's number one video platform was the first search reflex for all generations, TikTok is disrupting this trend and changing internet users' search habits, especially those of Gen Z.

Activate the Thumb Stop Creative Lab with Carburant!

For brands targeting Gen Z, this trend implies rethinking their content and SEO strategies:

Creating informative and engaging content adapted to the TikTok format
Optimizing for TikTok search (using relevant hashtags, keywords in descriptions)
Collaborating with content creators to increase visibility and credibility

This is precisely the mission of the Thumb Stop Creative Lab, combining the talents of the Social Media and Influence team to provide brands with content that engages communities and transforms TikTok and Instagram users into qualified conversations and traffic to your websites and mobile applications. Creative industries such as cinema, VOD, video games have benefited from this unit to activate and boost their presence on these platforms.

Create your future vertical content with the Thumb Stop Creative Lab to capture the attention of your key audiences!

Call us & create your future vertical content with the Thumb Stop Creative Lab to capture the attention of your key audiences!

Communities, Creative Production, Advertising

Brands & Creators: A new era rriven by UGC

User Generated Content (UGC) is now the most strategic resource for brands. Why? Because it is perceived as more authentic, less costly, and offers a superior attention rate. This article explores this new era where the line between amateur creators and influencers is blurring. We analyze the major challenge of this industrialization: how can brands optimize access to a multitude of talents (via a creation budget not exceeding 10% of the media investment) while guaranteeing a space for creative freedom?

Advertising

Why Attention is the New Gold Standard in Digital Advertising

In a saturated digital landscape, the traditional metrics of clicks and impressions no longer prove value. The truly predictive KPI for success is now attention. This article breaks down why brands are urgently shifting focus to attention scores, which are strongly correlated with superior conversion rates and ROI. We define what attention means—it measures the quality and depth of consumer concentration, not just engagement. You will discover the complex, non-standardized methods used to measure this new currency, from basic viewability to advanced biometric tracking.

Communities, Creative Production, Advertising

How to find the best social media agency for your brand?

n a market saturated with options and facing the complexity of new generations, choosing a social media agency that understands the codes and delivers results is a challenge.

Advertising

Gen Z & Inclusive Marketing: Why Representation Is No Longer Optional

Gen Z is redefining advertising by demanding purpose, authenticity, and real representation. To win their trust, brands must go beyond performative gestures and take a genuine stand on social and environmental issues. Inclusive marketing,featuring diverse identities, voices, and experiences is now a key driver of brand loyalty. From co-creating with underrepresented communities to aligning internal actions with public messaging, brands that embrace true inclusivity will stand out. For Gen Z, it’s not a trend, it’s an expectation.

Communities, Creative Production

Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z

Buzz kits, key tools in influencer marketing, offer an immersive experience to content creators. Generating higher engagement than traditional ads, they transform influencers into brand ambassadors. The agency has proven their effectiveness with kits for popular video games, demonstrating their power to create viral buzz and reach Gen Z and gamers.

Creative Production, Advertising

Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

There's a good reason why Square Enix entrusted Carburant with their blockbuster game, Final Fantasy.

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