You are currently viewing TikTok and Instagram, the new search engines for young people?

TikTok and Instagram, the new search engines for young people?

Could this be the beginning of the end for Google and its Google Maps service? The service of the American giant would suffer from the success of social networks. The younger generation would abandon Google in favor of TikTok and Instagram to search for certain information, and it is the senior vice-president of Google, himself, who confirms this.

TikTok and Instagram used to find restaurants

Prabhakar Raghavan, vice-president at Google and boss of “search”, let this information escape at the Fortune Brainstorm Tech 2022 conference. According to a study conducted internally at the American giant, young Americans, aged 18 to 24 years old, would be almost 40% to prefer to go on Instagram and TikTok rather than on the Google Maps tool and the search browser to find information on restaurants.

A success that social networks have understood. If the accounts on TikTok are multiplying to discover new restaurants and hidden places, Instagram and Snapchat have launched functionalities to find restaurants by geolocation, directly from their platform.

Google Maps would look too much like paper maps!

A statement that demonstrates the evolution of digital behavior across generations. For Prabhakar Raghavan, the reason for this reversal is simple: young people of Generation Z have not known paper cards. However, Google Maps reproduces this format well known to older generations, who, conversely, are not always fans of the new social networks.

Young people are also more responsive to searches through more visual formats, hence the success of Instagram and TikTok, and it’s not just about restaurant search. More and more parents are turning to social media influencers for their opinions on different products before they buy.

This is why Google has developed a more immersive technology on Google Maps, thus making it possible to orient oneself with a 3D mode.

Research is now done by voice

Research habits have also evolved. The voice in particular is becoming one of the preferred means of seeking information. According to Google, 30% of searches are now done by voice. The platform is also working on a system of filters to add “Instagram” or even “TikTok” to search for content on these platforms. A feature gradually deployed.

The next step ? Google wants to develop a technology that would make it possible to launch a more visual search either by filming with its smartphone or using connected glasses.