The battle for search supremacy is heating up – and we’re ready to break it down for you.

As leading digital marketers, at Zib Digital we’re keeping a close eye on the rise of TikTok as a serious contender in the search realm, presenting a mighty challenge for Google’s long-standing dominance.

Recent research from Hootsuite states that TikTok boasts over 1.5 billion active users globally (versus a huge 4.9 billion active users on Google), with 70% of online adults aged 18-29 using TikTok for search.

However the platform’s average user session duration is 52 minutes, recently surpassing Google’s average session duration.

As a Melbourne digital marketing agency, we see plain and clear the need to understand TikTok’s search algorithm and user preferences to create effective marketing strategies.

With Google’s own research showing that 40% of Gen Z users prefer using TikTok for search over Google, it’s time for brands to take notice and adapt before it’s too late.

Here’s the thing – TikTok’s rather impressive entry into the search realm presents both opportunities and challenges for marketers.

Understanding and harnessing this shift is going to be a huge part of staying ahead in the digital marketing game.

That’s why our team of SEO, content and social specialists are constantly keeping an eye on trends and insights to develop data-driven solutions that drive legit results.

We’re also keeping a close eye on the rise of voice search, with 60% of Gen Z users relying on voice assistants and smart speakers.

Now that TikTok surpasses Google in search, we’ve taken it upon ourselves to explore the opportunity to adapt to this trend.

By optimising our conversational content, we can help clients remain competitive with the 52% of search users who opt for natural language searches.

As the digital marketing landscape continues to evolve, we’re committed to staying at the forefront, providing innovative solutions and insights to navigate the ever-evolving world of digital search.

Want to learn more about how we can help your brand thrive in this new era? Contact the team at Zib Digital today and explore our digital marketing and SEO services across Australia and New Zealand.

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Wednesday, 9th July 2025

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