A significant shift in user behaviour has led to TikTok, the entertainment platform, emerging as a key contender in the realm of search, challenging Google's long-standing dominance. With its exponential growth and algorithm-centric content delivery system, explore how users discover and consume information online.Melbourne, Victoria, Australia - July 30, 2024 — 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, surpassing Google's average session duration. As a leading Melbourne digital marketing agency, Zib Digital recognises the need for a nuanced understanding of TikTok's search algorithm and user preferences to craft effective marketing strategies. 

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