If you read our newsletter regularly, you may remember a recent Adobe report that showed TikTok is becoming a popular search engine among Gen Z.
While that is true, some of the numbers being thrown around in casual conversations are more… uh, “generous” than people may realize.
There’s a rumor going around that 40% of Gen Z prefers searching on TikTok and Instagram to searching on Google.
But that number is actually referring to users aged 18–24 searching for dining inspiration…
… Not people looking for general information.
And even then, “40%” isn’t a hard number. In fact, Prabhakar Raghavan, Google’s senior vice president, originally said “something like almost 40%.” Ah, ok…
The takeaway? Don’t stress trying to plaster your business all over TikTok just to reach Gen Z. Yet.
But if you do want to, TikTok just released a 13-page ad guide that shows you how to optimize your ad campaigns and bidding strategies on TikTok.
It also includes case study examples, tips for structuring ad accounts, avoiding audience fatigue, and advice for maximizing performance during the learning phase.
We do love useful guides…
