Every poison has an expiry date – Gen Z uses TikTok like Google

September 14, 2022

Almost everything you thought to be true about digital has passed on! The platform you’re used to using is no more! ‘E’s ceased to be! ‘E’s expired and gone to meet ‘is maker! ‘E’s a stiff! Bereft of life, ‘e rests in peace! If you hadn’t nailed ‘im to the home page ‘e’d be pushing up the daisies! ‘Is metabolic processes are now ‘istory! ‘E’s off the twig! ‘E’s kicked the bucket, ‘e’s shuffled off ‘is mortal coil, run down the curtain and joined the bleedin’ choir invisible!! IT IS AN EX-PLATFORM!!

Facebook is dead. Google is dying

As far as marketing is concerned, Google is dead, Google Maps, dead, Facebook, dead (thank goodness for Instagram, although it would be much better if it had a maps function); no matter which way you cut it, we no longer need a platform that just provides straightforward information, unless you need to check a spelling or look up the height of your favorite pop star. We need inspiration, we need a richer experience that is more visually appealing and informed by our friends and people who are like us.

TikTok dominance

Enter TikTok, Snapchat, Snap Maps, and a wealth of Apps following in their footsteps. TikTok is undoubtedly the dominant player and a place where teens go to ‘search’ for information. A recent study by Bloomberg (Gen Z Uses TikTok Like Google, Upsetting the Old Internet Order) showed that 40% of young people now use TikTok or Instagram to determine lunch recommendations. Not Google, not Yelp. It’s where they go to search.

When an algorithm brings you to a particular video, it’s like finding gold (or a hardware wallet full of your favorite crypto and NFTs). Another new report by Pew Research on teen social media usage reinforces the TikTok dominance. While Facebook continues to slide away. 67% of teens aged 13-17 only use TikTok as their social platform and 17% use it constantly.

If you look around and feel that you are losing touch with the younger generation, get in touch, we can help with new marketing strategies to break down barriers and re-engage – dani@wearebodhiandco.com

Author Headshot

Spencer Wilkinson

Spencer is the tech guru. From leading teams around the world building revolutionary SaaS marketplaces to consulting on large-scale digital transformation. He also loves NFTs.

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