Survey: 51% of Gen Z Women Prefer Searching on TikTok Over Google

If you’re not marketing on TikTok yet, buckle up.

A recent survey found that 51% of Gen Z women choose TikTok over Google as their preferred search engine. 

You read that right. More than half.

The survey, conducted by Her Campus Media, a Gen Z media and college marketing company, found that 51% of Gen Z women said that they choose TikTok over Google when they are looking for information online.

Why Does Gen Z Love TikTok So Much?

When asked this question, survey participants returned three main answers: the video format of the results, more relatable answers, and personalized responses to their questions.

Preferring Video Over Written Content

The first and perhaps most obvious reason for the shift is the video format that TikTok offers. 

Getting answers from a 90 second video is much faster and more efficient than reading – or most likely skimming – a full article like this one (sorry!).

It’s easier to consume.

As attention spans get shorter and shorter, videos can explain complex topics, such as mortgages, in a way that's easy to understand. TikTok videos often come with captions, effects, and music that make the information more digestible and entertaining. 

Relatable Answers from Real People

Gen Z appreciates authenticity. 

They are more likely to trust information coming from "real people" rather than corporations. 

On TikTok, users often share personal experiences, tips, and advice, which makes the platform feel like a community of friends helping each other out.

For mortgage lenders, being authentic and personable is crucial. Consider collaborating with TikTok influencers who resonate with this age group to provide real-life testimonials or advice on getting a mortgage.

Personalization is Paramount

The third reason Gen Z women prefer TikTok is the level of personalized content they receive. 

TikTok's algorithm quickly learns user preferences and serves up videos that are tailored to individual interests.

Beyond that, creators can make videos responding to questions in comments on other videos, creating a great way to custom-tailor content to what your audience wants.

Why This Matters for Mortgage Professionals

If there is one thing the mortgage industry is always looking for, it’s the best way to reach the next generation of homebuyers. And the survey data is pretty clear.

With social media platforms emphasizing short-form video and most of Gen Z spending time on TikTok (74% of them use the platform), it’s time to make the shift in marketing strategy to reach these potential buyers. 

So how do you do this? The answer is simple: 

Short-form video content designed to establish yourself as a trustworthy authority in the mortgage and home buying space.

Marketing on TikTok is a Must Now

Marketing on platforms like TikTok is no longer just an option—it's a necessity. 

As the next generation of homebuyers becomes increasingly dependent on video-based platforms for information, mortgage lenders need to adapt their strategies to meet this audience where they are.

So, start brainstorming those TikTok video ideas. The Gen Z homebuyers are online, and they're waiting to hear from you, in 60 seconds or less.

TikTok Marketing Ideas for Mortgage Lenders

So where does one start? 

Don’t worry, we’re not going to talk about TikTok for this entire blog post and then not give you some ideas to get you started. 

Here are some ideas that you can use to get started making mortgage content on TikTok with the thing you know best – the mortgage industry.

TikTok Video Ideas for Mortgage Professionals

1. Intro Video: Introduce yourself and briefly explain your experience and credentials in the mortgage industry.
2. Mortgage 101: Short lessons breaking down mortgage terms. E.g., "What's an ARM loan?", "Fixed-rate vs. Variable-rate: Pros and Cons."
3. FAQ Series: Answer common questions about mortgages, like "How much down payment do I need?", "What's PMI?", etc.
4. Client Testimonials: With their permission, share clips of satisfied clients sharing their positive experiences.
5. Local Market Updates: Share stats and insights about the current housing market in your area.
6. Home Loan Myths: Debunk common myths related to home loans.
7. Mortgage Mistakes: Highlight common mistakes people make during the mortgage process and how to avoid them.
8. Success Stories: Share unique or challenging scenarios where you've helped clients secure a mortgage.

And there’s plenty more ideas out there! Be sure to check out some of the great mortgage TikTok creators to find out what kind of content works and iterate from there.

Remember, TikTok is all about creativity, relatability, and authenticity. There are tons of great ideas for short form videos.

Want to get started but don’t necessarily know where to start? Video Catalyst from SocialCoach can create video scripts for you to film and edit them into read-to-post TikToks and Reels!