TikTok has released another new feature to add to its search engine offering. ‘Featured Snippets’ are appearing within some search results on TikTok, which seems to give a short-form written answer to the given search term.

The new TikTok SEO feature allows users to receive the quickest answers to their queries, suggesting how quickly TikTok is moving in developing a new way of searching on the platform to compete with Google.

TikTok is already far ahead in the race to beat Google as the go to search engine, at least for younger audiences, as it wasn’t long ago when it became the leading search platform for Gen Z.

Nearly 40% of the Gen Z demographic prefers searching for information on TikTok and Instagram over Google. But what are they searching for?

The vast majority of TikTok users (78%) are there to find funny or entertaining content, while 35.1% use TikTok to follow or research brands. With this knowledge, TikTok is aware of its search potential, thus the introduction of ‘Featured Snippets’.

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