top of page
  • Writer's pictureAwesome PR girls

Uncovering the Information Habits of Generation Z in Poland

Updated: Jan 21

TikTok is often thought of as a platform for trendy dances and catchy music, but for Generation Z, it's becoming much more than that. In fact, for many young people, TikTok has become a go-to source for information and knowledge. In this blog post, we'll explore how TikTok is transforming from a social media app to a 'search engine' for Gen Z.

Gen Z in Poland is looking for news in social media

Gen Z is increasingly turning to TikTok for their daily dose of information and entertainment. As noted by American media, the platform's focus on personalized content, created and shared by "real people," is a big part of its appeal for young users. In this blog post, we'll dive into how TikTok's approach to content creation resonates with Gen Z and why it has become such a popular destination for this age group.

The Rise of TikTok as a Search Engine for Generation Z: A Transformation in Digital Search

As The New York Times has pointed out, the increasing use of TikTok by Generation Z as a source of information is evidence of a wider transformation in digital search. With the proliferation of virtual spaces, there are more and more options for finding what you're looking for online.

While Google may still be the dominant search engine, in certain cases, users are turning to other tools to find news, products, and services. In fact, Prabhakar Raghavan, Senior Vice President of Google, recently noted that around 40% of young people don't use Google Maps or search engines when looking for a place to eat lunch. Instead, they go to TikTok or Instagram.

The New York Times emphasizes that TikTok is more interactive and personalized than Google, often providing young users with tailored information faster. Additionally, the comments under TikTok videos serve as a form of validation for young people.

As the digital landscape continues to evolve, it's clear that TikTok is emerging as a significant player in the search game for Generation Z in Poland. With its focus on interactive and personalized content, it's no wonder that young people are turning to the platform for information and knowledge.

Exploring the Advantages and Disadvantages of Using TikTok as a Source of Information

TikTok has gained popularity as a search tool for finding everything from recipes to bargain deals, with many young people finding it more appealing than traditional search engines like Google. Some users appreciate that TikTok doesn't feel as biased and offers a different perspective on specific topics. The platform's speed at presenting materials is also a draw for many users.

However, using TikTok as a source of information comes with risks. There is a higher likelihood of encountering fake or misleading content on the platform, and with the help of users, fake news can spread quickly. TikTok has moderated some of this type of content in the past, including materials related to abortion, elections, and the war in Ukraine, but it's still a concern.

Another disadvantage is that TikTok keeps users within the app rather than redirecting them to external websites for more information. This can make verifying the accuracy of the information you're receiving more difficult.

It's worth noting that TikTok is currently the most downloaded app among users in the 18-24 age group, according to Sensor Tower. While the platform offers some unique advantages as a source of information, it's essential to be aware of its potential drawbacks as well.

If you're in need of help planning and executing a campaign targeted towards Gen Z in Poland, we're here to help. Contact us to learn more about how we can support your marketing efforts and reach this important age group. Whether you're looking to increase brand awareness, drive sales, or engage with your audience, we have the expertise and experience to help you achieve your goals.

Feel free to request a free consultation with the experts at Awesome PR girls using the button below.

21 views0 comments


bottom of page