TikTok vs Google: Who Wins the Search Battle in 2025?

Search is no longer just about typing “Google it.” In 2025, a growing number of people , especially Gen Z, are turning to TikTok to find information, recommendations, and tutorials. At the same time, Google has shifted gears with AI Overviews, which promise instant answers but raise new questions about accuracy and website traffic.
So, should you “Google it” or “Tok it”? The answer depends on what you’re looking for and how you search.

How Search Has Changed

• Traditionally, Google dominated search with blue links and snippets. But today, “search” means more than just finding web pages. People now use platforms like TikTok and Instagram to:
• Discover restaurants, salons, or local spots
• Learn quick how-tos or life hacks
• Check product reviews and social proof
• Keep up with trends in real time
• For marketers, this shift is massive: it means SEO now lives both on search engines and inside social apps.

TikTok Search: Fast, Visual, and Social

TikTok has quietly become a discovery engine.

Strengths:

• Visual-first: You can see how something works, looks, or feels in under a minute.
• Creator-led context: Everyday experts explain, demonstrate, and review products in a relatable way.
• Social proof: Comments and duets double as real-time feedback and community validation.

Weaknesses:

• Accuracy can be inconsistent. Charisma often beats credibility.
• Coverage is limited; great for braiding tutorials, not for more complex topics
• Trends move fast — what’s relevant today might be gone tomorrow.

Google Search: Deep, Broad, and Authoritative

Google is still the heavyweight champion, but it’s evolving too.

Strengths:

• Breadth: From local businesses to global research, Google indexes everything.
• AI Overviews: Quick summaries that pull from multiple sources, ideal for complex queries.
• Rich results: Maps, shopping, news, YouTube — all tightly integrated.

Weaknesses:

• AI reliability issues: Overviews sometimes produce incorrect or misleading summaries.
• Experience gap: Watching a 30-second TikTok tutorial feels more engaging than reading a long blog post.
• Zero-click searches: Users may get answers without ever visiting your site — reducing organic traffic.

When to Use TikTok vs Google

What This Means for Marketers in Kenya

Kenyan businesses need to think beyond Google SEO. Here’s the playbook:

On TikTok

• Optimize captions and on-screen text with keywords (“How to run TikTok ads in Kenya”).
• Use pinned comments to clarify details, list tools, or add links.
• Build content series (e.g., “30 Nairobi cafés in 30 days”).
• Collaborate with creators for authentic product reviews.

On Google

• Structure blogs with FAQs, step-by-step guides, and schema markup so AI Overviews can pick them up.
• Pair blog posts with YouTube videos — Google favors multi-format results.
• Double down on E-E-A-T (Experience, Expertise, Authority, Trust). Share first-hand experiences, data, and unique insights.

Conclusion

• Google wins for depth, accuracy, and complex queries.
• TikTok wins for fast, visual discovery and social proof.
• Smart marketers use both: Google for authority and depth, TikTok for trend-driven demand and awareness.

In short: Don’t just “Google it.” Don’t just “Tok it.” Do both, and build your brand where your customers actually search.

Digital Marketer Kenya takeaway:
If you want to stay ahead in 2025, treat TikTok SEO and Google SEO as equally important. One drives awareness, the other drives authority. Together, they fuel growth.