By Kalley HuangNeed to find a restaurant or figure out how to do something? Young people are turning to TikTok to search for answers. Google has noticed.
source: Shira Inbar
When Ja’Kobi Moore decided to apply this year to a private high school in her hometown of New Orleans, she learned that she needed at least one letter of recommendation from a teacher. She had never asked for one, so she sought help.
“Teacher letter of recommendation,” she typed into TikTok’s search bar.
Ms. Moore, 15, scrolled TikTok’s app until she found two videos: one explaining how to ask teachers for a recommendation letter and the other showing a template for one. Both had been made by teachers and were easier to understand than a Google search result or YouTube video, said Ms. Moore, who is planning to talk to her teachers this month.
TikTok is known for its viral dance videos and pop music. But for Generation Z, the video app is increasingly a search engine, too.
Ja’Kobi Moore, a 10th grader in New Orleans, used TikTok to search for how to ask teachers for a letter of recommendation.Credit...Annie Flanagan for The New York Times
Ms. Moore searches for Korean lessons, art tutorials and math problems on the video app, she said.Credit...Annie Flanagan for The New York Times
More and more young people are using TikTok’s powerful algorithm — which personalizes the videos shown to them based on their interactions with content — to find information uncannily catered to their tastes. That tailoring is coupled with a sense that real people on the app are synthesizing and delivering information, rather than faceless websites.
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