Google showing TikTok videos in featured snippets, SGE

TikTok videos have been spotted in Google’s Search results in featured snippets and Search Generative Experience (SGE). This is new to many in the search community and raises questions about the role of TikTok as a search engine. Some argue that TikTok is being used for search, and brands need to consider reaching their audience on both TikTok and Google as a result. Louise Parker posted a screenshot of a TikTok video being featured in a Google search for “stroking baby’s eyebrows”, showing that TikTok videos are being used as a source for featured snippets. Carrie Rose also shared a screenshot of TikTok content being displayed in an SGE result, adding to the evidence that TikTok videos are gaining prominence in Google Search results. This isn’t the first time TikTok videos have appeared in Google SERPs, as Google began showing TikTok videos in a Short videos carousel and a TikTok video carousel on mobile in 2020. Microsoft Bing Search has also started showing TikTok video results. Additionally, research has shown that Gen Z is using TikTok as a search engine, with a survey finding that 51% of Gen Z women prefer TikTok over Google for search. Another survey found that 2 in 5 Americans use TikTok as a search engine, and nearly 1 in 10 Gen Zers rely on TikTok more than Google as a search engine. The idea of TikTok as a search engine is a matter of debate, but it is clear that people are using TikTok for search purposes and brands need to consider this when reaching their audience.

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