Google makes creator play for Gen Z TikTok lovers via Emotive [Video]

Google has launched its first native TikTok campaign in Australia, aiming to engage TikTok’s Gen Z users with its search app. Produced by the Sydney independent Emotive, the campaign theme centres on independence, portraying the Google app as a tool to unlock new experiences for Gen Z.

The work follows recent research by Adobe Express, indicating that 10% of Gen Z individuals in the US are inclined to use TikTok over Google for their search needs.

Similarly, in Australia, TikTok is gaining traction as the preferred search platform for Gen Z, attracting approximately 4.6 million users seeking educational, entertaining, and concise content.

See also: TikTok killed the Google search bar: Is the video platform taking over as the search engine of choice?

Google and Emotive brought in 10 popular Australian Gen Z content creators for the native TikTok campaign, who used the Google search app to conquer a …