Move over, Google. if you’re seeking less specific, more entertaining results—a search process more akin to social discovery—then TikTok is making a strong play.
Before bed, I browse lazily on TikTok for things that I suspect, with no real evidence, might make life better. Things like running, or hair serums, or SSRIs. I’m aware at this point that I’m participating in a massive mind-meld experiment, and have been for a decade or more: I am searching for these topics on a social media app because my psyche was rinsed with them, somewhere along the way, on a social media app. Now my searches are putting it all through another rinse cycle.
My friend is vegan, so I search for “vegan San Francisco restaurants.” I’m surprised by the robustness of the results, but in this instance it’s more annoying to watch a videoclip about a restaurant than it is to skim some reviews. Some are ads. I also don’t entirely trust some of the reviewers-slash-wannabe-influencers.
We decide on pizza, but fancy pizza, at a restaurant with a name that sounds like a venture capital firm. During dinner, I use TikTok to search for “caciocavallo” and learn that it’s a type of cheese, though I don’t bother to watch a video to learn more about its properties. My friend orders a pesce-vegan pie, while I order one with caciocavallo and mushroom, and it’s delicious. I realize my TikTok search journey is morphing into aToday I try to stay off TikTok.
about Google search. Google has been adding more visual features—and an infinite scroll effect—to search, an obvious ploy to pull in more users from Generation TikTok. One might argue that Google should first tweak its search results so that the top several entries aren’t ads, but I digress.TikTok’s search prowess hits its limits for me today. I search for a breaking news event and am shown breaking news reports repurposed as TikTok videos with some text over them, but I’m left wanting more.
I turn to Google. Haecceity is “thisness,” or according to FreeDictionary.com, the essence that makes something the kind of thing it is and makes it different from any other.
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