{"id":8482,"date":"2022-09-20T14:00:55","date_gmt":"2022-09-20T19:00:55","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=8482"},"modified":"2022-09-20T09:48:50","modified_gmt":"2022-09-20T14:48:50","slug":"tiktok-se-convierte-en-el-buscador-predilecto-de-la-gen-z","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/tiktok-se-convierte-en-el-buscador-predilecto-de-la-gen-z\/","title":{"rendered":"TikTok se convierte en el buscador predilecto de la Gen Z"},"content":{"rendered":"<h2>Los miembros de la generaci\u00f3n Z cambian el modelo de b\u00fasquedas en internet. TikTok se podr\u00eda convertir en el pr\u00f3ximo gran motor de b\u00fasquedas.<\/h2>\n<p>TikTok, la aplicaci\u00f3n de v\u00eddeos china ha cautivado a la\u00a0Generaci\u00f3n Z\u00a0en los \u00faltimos a\u00f1os y ha revolucionado la industria de las redes sociales. Los v\u00eddeos en vertical y con m\u00fasica viral se han convertido en la norma para otras plataformas que claramente han tomado inspiraci\u00f3n en TikTok.<\/p>\n<p>Si bien la red social es m\u00e1s conocida por los v\u00eddeos de bailes acompa\u00f1ados de m\u00fasica pop.\u00a0Para la Generaci\u00f3n Z, la app\u00a0se empieza a convertir en el motor de b\u00fasqueda predilecto.\u00a0El componente visual es una cuesti\u00f3n de peso para esta generaci\u00f3n.<\/p>\n<p>Google sigue siendo el gigante de las b\u00fasquedas en internet,\u00a0pero la transformaci\u00f3n digital est\u00e1 generando un cambio en el panorama.\u00a0Los usuarios acuden a Amazon para buscar productos, a Instagram para mantenerse actualizados sobre las \u00faltimas tendencias y a Snapchat para encontrar negocios locales. No solo se est\u00e1 expandiendo el mundo digital, sino que\u00a0hay nuevas formas de realizar b\u00fasquedas en este.<\/p>\n<h2>\u00abTikTok search\u00bb, cada vez m\u00e1s utilizado<\/h2>\n<p>Kaelly Huang\u00a0escribe para\u00a0<em><a href=\"https:\/\/www.nytimes.com\/2022\/09\/16\/technology\/gen-z-tiktok-search-engine.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">The New York Times<\/a><\/em>\u00a0que los j\u00f3venes acuden a TikTok en vez de a otros buscadores. Esto se debe a que los resultados son\u00a0sencillos de entender y m\u00e1s directos\u00a0que, por ejemplo, una b\u00fasqueda en Google o un v\u00eddeo en YouTube.<\/p>\n<p>El poderoso algoritmo es lo que convierte a la app en un digno rival para Google. El contenido de TikTok es personalizado a cada usuario. Se basa en sus interacciones previas con el contenido, y por lo tanto,\u00a0la informaci\u00f3n y resultados que consiguen en la red social china est\u00e1 hecha a la medida de sus gustos.<\/p>\n<p>\u00abEn nuestros estudios, aproximadamente\u00a0el 40% de los j\u00f3venes no acuden a Google o a Maps cuando buscan algo. Van a TikTok o Instagram\u00bb se\u00f1al\u00f3 el vicepresidente senior de Google,\u00a0Prabhakar Raghavan, el pasado mes de julio.<\/p>\n<h2>B\u00fasquedas m\u00e1s interactivas<\/h2>\n<p>Desde\u00a02019, Google ha empezado a incorporar im\u00e1genes y v\u00eddeos a su motor de b\u00fasqueda, incluso en algunos casos se muestran v\u00eddeos de TikTok. Adem\u00e1s, apuesta por su propio formato de v\u00eddeos en vertical mediante los\u00a0Shorts\u00a0de YouTube.<\/p>\n<p>El reportaje para\u00a0<em>The New York Times<\/em>\u00a0detalla que realizar una b\u00fasqueda en TikTok\u00a0puede ser una experiencia mucho m\u00e1s interactiva que una b\u00fasqueda igual en Google.\u00a0En vez de navegar una \u00abpared de texto\u00bb hasta encontrar la respuesta, los miembros de la generaci\u00f3n Z pueden encontrar recomendaciones gracias a los v\u00eddeos creados por otros usuarios. Adem\u00e1s, pueden verificar la calidad de las recomendaciones seg\u00fan lo que indican los comentarios del TikTok.<\/p>\n<h2>\u00bfPodr\u00eda TikTok ser el nuevo Google?<\/h2>\n<p>Jenna Drenten, profesora asociada de marketing en la Universidad Loyola de Chicago se\u00f1ala que \u00ablos consumidores est\u00e1n cambiando a las redes sociales, espec\u00edficamente a TikTok, porque se sienten m\u00e1s aut\u00e9nticos\u00bb. Adem\u00e1s, explica a\u00a0<em><a href=\"https:\/\/eu.usatoday.com\/story\/tech\/2022\/09\/18\/google-search-tiktok-gen-z\/10361233002\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">USA Today Tech<\/a><\/em>\u00a0que Google es \u00abincre\u00edblemente abrumador en la econom\u00eda de Internet actual. Simplemente est\u00e1 inundado de contenido\u00bb.<\/p>\n<p>Prabhakar Raghavan\u00a0declar\u00f3 a\u00a0<em><a href=\"https:\/\/techcrunch.com\/2022\/07\/12\/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps\/?guccounter=1\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Tech Crunch<\/a><\/em>\u00a0que \u00abseguimos aprendiendo, una y otra vez, que los nuevos usuarios de Internet no tienen las expectativas ni la mentalidad a la que nos hemos acostumbrado\u00bb.<\/p>\n<p>Pero m\u00e1s del\u00a090% del mercado de b\u00fasquedas es dominado por Google, por lo que su dominio del mismo no se perder\u00e1 f\u00e1cilmente. La portavoz de Google\u00a0Mallory De Leon\u00a0dijo que las investigaciones de la empresa \u00abno encontraron que se est\u00e9 utilizando TikTok en vez de Google, sino que su uso es complementario\u00bb.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/digital-general\/social-media-marketing\/generacion-z-acude-tiktok-realizar-busquedas<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los miembros de la generaci\u00f3n Z cambian el modelo de b\u00fasquedas en internet. TikTok se podr\u00eda convertir en el pr\u00f3ximo gran motor de b\u00fasquedas. TikTok, la aplicaci\u00f3n de v\u00eddeos china ha cautivado a la\u00a0Generaci\u00f3n Z\u00a0en los \u00faltimos a\u00f1os y ha revolucionado la industria de las redes sociales. Los v\u00eddeos en vertical y con m\u00fasica viral [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-8482","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok se convierte en el buscador predilecto de la Gen Z | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/tiktok-se-convierte-en-el-buscador-predilecto-de-la-gen-z\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok se convierte en el buscador predilecto de la Gen Z | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Los miembros de la generaci\u00f3n Z cambian el modelo de b\u00fasquedas en internet. 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