Almost half of the U.S. consumers use TikTok as a search engine

Social Media Today

by Andrew Hutchinson

March 2, 2026

AI-Generated Deep Dive Summary

Almost half of U.S. consumers now use TikTok as a search engine, driven by its short-form videos, personalized content, and authentic storytelling. According to Adobe’s latest report, which surveyed 807 consumers and 200 small business owners, TikTok’s rise as a discovery tool has surged by nearly 20% in just two years. While Google still dominates as the top search engine, TikTok is gaining traction as users turn to its platform for information, entertainment, and recommendations. The report highlights that TikTok’s appeal lies in its ability to deliver engaging and relatable content through short videos. Users are increasingly turning to the app for practical advice, such as recipes, beauty tips, and restaurant recommendations, making it a valuable channel for businesses to connect with their target audiences. Marketers can leverage this trend by creating content that aligns with these popular search categories, such as food-related tutorials or beauty hacks. Despite its growth, TikTok still trails behind Google, Reddit, and even ChatGPT in terms of trustworthiness. However, its massive user base—now exceeding 200 million active users in the U.S.—underscores its potential as a discovery platform. Brands can tap into this momentum by adapting their digital strategies to include TikTok-specific campaigns, ensuring they reach younger, engaged audiences who value authentic and visually-driven content. For marketers, understanding how TikTok is reshaping the search landscape is crucial. While traditional search engines remain dominant for reliable information, TikTok’s rise signals a shift in consumer behavior toward more dynamic and visual discovery. As businesses explore opportunities within the app, they can better align their marketing efforts with the interests of this growing audience, potentially driving higher engagement and visibility.

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Originally published on Social Media Today on 3/2/2026