TikTok, which is the fastest-growing social media app, has exploded in popularity over the past few years — so much so that it inspired social media competitors Instagram and Snapchat to roll out copycat video features in Reels and Spotlight.
Now, a Google executive has confirmed that TikTok’s format is changing the way young people conduct internet searches, and Google is working to keep up.
Google senior vice president Prabhakar Raghavan told the Fortune Brainstorm Tech conference that according to Google’s internal studies, “something like almost 40% of young people when they’re looking for a place for lunch, they don’t go to Google Maps or Search, they go to TikTok or Instagram.”
Google highlighted changes it plans to make to its search engine to appeal to a younger audience, including the ability for a user to pan their camera over an area and “instantly glean insights about multiple objects in a wider scene.”
TikTok expected to overtake YouTube’s advertising revenue by 2024.