Consumers Embrace TikTok as a Search Engine

The Adobe study reveals that TikTok has gained popularity as a search engine, especially among younger demographics. Astonishingly, over 2 in 5 Americans now use TikTok as a search engine. The study also found that 1 in 10 members of Gen Z rely on TikTok more than traditional search engines like Google. When it comes to the types of content searched for on TikTok, four categories emerged as the top choices. New recipes topped the list at 36%, followed closely by new music at 35%. DIY tips and fashion advice rounded out the top four categories, with 34% and 30% respectively.

The reasons behind TikTok's popularity as a search engine are multifaceted. Consumers appreciate the platform's short-form video format, which allows for quick and easy consumption of information. The storytelling aspect of TikTok content also appeals to users, with 34% citing it as a reason for using the platform as a search tool. Additionally, personalized content and the ability to stay up-to-date on current topics were mentioned by 31% and 29% of respondents respectively. Video tutorials, in particular, have gained immense popularity on TikTok, with 62% of users preferring them over other types of content.

Source: Mashable

The Future of TikTok as a Search Engine

As more consumers and businesses recognize the potential of TikTok as a search engine and marketing platform, its influence is assured to grow. The ability to deliver information through short-form videos, coupled with its storytelling aspect and personalized content, make TikTok an attractive destination for digital discovery. For businesses, understanding the challenges and opportunities associated with TikTok is crucial for success. Converting engagement into sales and expanding reach beyond Gen Z are areas that require careful navigation. By investing in creative content, product reviews, and video tutorials, businesses can effectively showcase their products and services to a growing audience.

TikTok's evolution into a search engine has transformed the digital landscape, providing a new frontier for consumers and businesses alike. As technology continues to shape the way we search for information, TikTok's rise as a search engine demonstrates the ever-changing nature of digital discovery.

Super Bowl Success

By August, CBS Sports had already achieved a tremendous feat - nearly selling out 90% of their available inventory for the upcoming Super Bowl. Furthermore, they had successfully sold out 85% of their available inventory for regular season games. These impressive numbers indicate the high demand for advertising slots during this monumental event.

Variety reported that CBS was seeking a staggering $6.5 million to $7 million for a 30-second commercial during the Super Bowl, with some slots in the previous year's Super Bowl selling for over $7 million. This significant investment corroborates the value that companies see in reaching the enormous Super Bowl audience. Fox, the previous host of the Super Bowl, experienced immense success, generating approximately $600 million in ad revenue and breaking viewership records. In fact, Super Bowl LVII set a new viewership record, attracting an average of 115.1 million viewers and becoming the most-viewed Super Bowl in television history.

Source: NFL

Ushering in Apple Music

In just its second year presenting the halftime show, Apple Music has already cemented its status as a major player in the Super Bowl advertising game. After striking a deal to replace Pepsi in 2023, Apple Music committed to paying a staggering $50 million over a 5-year span to become the official sponsor of the halftime show. Now known as the 'Apple Music Super Bowl Halftime Show,' their inaugural year featured the iconic artist Rihanna, delivering the most-watched halftime show in Super Bowl history. The performance not only captivated millions of viewers but also provided Apple Music with an astounding $21.5 million in brand exposure. This year, the highly acclaimed Usher is set to take the stage, raising anticipation for another unforgettable performance from Apple Music.

Source: Chris Graythen/Getty Images