TikTok rose to fame during COVID and quickly became the new “Google” for millions around the world. What started as a fun app for short, entertaining videos has grown into so much more. I

t is now the place where Millennials and Gen Z turn not only to pass the time but to search, shop, and stay ahead of the latest trends.

Whether it is discovering a new skincare brand, finding the hottest fashion styles, or getting recommendations for the best local spots, TikTok has changed the way people explore the world around them.

This massive shift is all thanks to the powerful TikTok influence that shapes how people discover products, places, and ideas every single day, blending entertainment with genuine connection in a way no other platform has done before.

Authenticity as the New Search Currency

Instead of endlessly scrolling through long reviews or hopping from one website to another, often still not finding exactly what they want, users now turn to TikTok to watch real people share honest opinions.

They see what skincare products people actually love, which trends are truly worth the hype, and what their favorite influencers are using at the moment. This is the real magic of TikTok influence. 

It feels genuine, relatable, and immediate, like advice from a trusted friend rather than a scripted commercial.

Whether you are trying to find the best coffee spot in a new city or uncover hidden gems right in your own neighborhood, TikTok has quickly become the go-to search engine tool. 

At its core, the platform thrives on real opinions, everyday lives, and the bonus of free entertainment. It is this authentic mix that makes people curious enough to search, trust, and ultimately buy with the added satisfaction of supporting fellow creators and users along the way.

Learn about the history of TikTok.

Behind the scenes of the powerful platform

TikTok works less like a traditional search engine and more like a visual discovery tool. Instead of relying solely on keywords, its powerful algorithm scans video captions, onscreen text, voice, hashtags, and user engagement like likes, saves, and watch time.

This complex data allows TikTok to understand what people are really looking for and serve short, engaging videos that perfectly match their intent.

As a result, 64% of Gen Z and 49% of Millennials now use TikTok as a search engine. Users can search by typing keywords, hashtags, or even using image searches, then sort results by categories like Top, Users, or Videos.  B

ecause TikTok focuses on visuals, real experiences, and quick answers, TikTok has become a place for discovering tutorials, recommendations, and ideas which are all fueled by the power of TikTok influence.

Authentic, Silly, and Everything In Between! Who’s Searching?

TikTok’s biggest crowd is still young, with the 18-24 and 25-34 age groups making up over 70% of users. Gen Z is definitely leading the way, both as daily scrollers and trend setting creators, but Millennials are quickly catching up! Especially in the U.S where they are giving younger users a serious run for their money. 

And it is not just the teens anymore.  People in their 30s, 40s and beyond are jumping in, providing TikTok’s vibe is truly for everyone. Take Lilian Dronkiak, for example: she is a 95 year old grandma with 14.9 Million followers  who is redefining what it means to be a TikTok star and showing that TikTok influence transcends generations.

What Are People Searching For in 2025?

The mix of ages means a wide range of interests. In 2025, the top search categories on TikTok include:

In 2025, the top search categories were

1. Beauty 
2. Fashion
3. Lifestyle 

Top Trends were:

1. Get Ready With Me
2. Lip Stains
3. TravelTok
4. FoodTok

From niche aesthetics and viral debates to creators, music, and how to videos, TikTok search is less about just finding answers, it is about discovering inspiration, entertainment, and a real sense of community. This is the true power of TikTok becoming the new Google.

The Power of TikTok Creators : From Scroll to Sale

Influencers and creators on TikTok don’t just post videos; they shape what millions search for and buy every day. Whether it’s skincare hacks, fashion hauls, or viral recipes, these creators bring trends to life with real, relatable energy that feels way more trustworthy than traditional ads.

When a creator raves about a product, their followers listen and often rush to try it themselves. This TikTok influence has transformed the app into a natural space for discovery and shopping, where users can enjoy scrolling while also finding things they want to buy.

TikTok Shop : New way to shop 

TikTok Shop takes this hype to the next level by letting users buy products without ever leaving the app. With built in product links, live shopping events, and exclusive drops, going from “What’s that?” to “Add to cart” takes seconds.

This seamless shopping experience keeps the energy flowing. Users find inspiration, watch honest reviews, and shop all in one place. For brands and creators, TikTok Shop is a direct line to passionate shoppers, turning viral moments into real sales faster than ever.

To learn more about TikTok Shop sales, click here!

Now Tiktok Influence is important for Brands and Shoppers, Why?

The rise of TikTok influence means brands can no longer rely on traditional advertising alone. Today, success depends on creating authentic connections with audiences through relatable creators who inspire trust. Shoppers are now empowered to discover products through real people, making purchases based on genuine recommendations rather than polished ads.

This shift has opened huge opportunities for new brands, indie creators, and even everyday users to become tastemakers and influencers. TikTok’s unique blend of search, entertainment, and commerce is changing how people find and buy. That change isn’t going away anytime soon; it's only going up from here.

Final Thoughts

From replacing Google as the top search tool for millions to transforming how people shop, TikTok’s influence has reshaped digital discovery in just a few years. Its mix of real voices, trends, and instant shopping creates a powerful ecosystem where users feel inspired, entertained, and connected.

Whether you’re a brand looking to grow or a shopper hunting for the next big thing, understanding TikTok influence is key to staying ahead in today’s fast moving digital world.

🪽 Written by Mariajose Carrazco Sassarini