If the Internet is a draft, let us gather today to congratulate TikTok for winning the new traffic king!
Recently, the network security service company Cloudflare released an annual review, pointing out that TikTok has replaced Google, ranking first in the world's most popular domain names and topping the Internet traffic list in 2021.
TikTok is conquering the world, and this matter is more and more not to be underestimated.
Punch Google, kick Facebook, TikTok becomes the new traffic king
In the past, the most visited website in the world was mentioned, and Rongguang belonged to Google.
Google occupies more than 90% of the global search engine market, processing more than 3.5 billion searches every day . In addition to search, the google.com domain name also carries functional services such as maps, mail, translation, and file collaboration. An inappropriate analogy: If the global Internet is a big city, Google can be regarded as a central station.
However, in 2021, it was squeezed to second place by TikTok, which is addictively liked by young people.
Cloudflare data shows that among the most popular domain names in the world in 2021, the top three are TikTok, Google and Facebook. It is closely followed by Microsoft, Apple and Amazon. The streaming platform Netflix ranks 7th, while YouTube, Twitter and WhatsApp dominate 8-10.
From the perspective of data trends, Google will still rank first in 2020, while TikTok was only ranked seventh. As of February 2021, TikTok began to occasionally peak, and after August it often topped the list.
This result is expected. After all, at present, TikTok has more than 1 billion monthly active users worldwide. In July of this year, Sensor Tower data showed that TikTok became the first non-Facebook app with 3 billion downloads worldwide.
It should be mentioned that Cloudflare's ranking uses data related to global Internet traffic patterns-not only website visits, but also APP usage. In addition, the domain name and subdomain data are combined and calculated. For example, Apple.com ranked No. 5 not only the data that everyone in the room snapped up on Apple's official website, but also the traffic of the App Store and Apple TV+.
On the one hand is a short video platform that uses algorithms to make you addicted and pursues the duration of user use, on the other is the integration of information and information, the world’s largest search engine, this kind of "cross-server comparison" seems meaningless, more like TikTok conquering the world. A corroboration.
However, there are also views that the change in ranking reflects a change in the way people find and consume information.
Searching for videos with questions is becoming a new trend?
The information consumption habits of the entire Internet are drastically shifting from graphics to video. This can be seen from the bleak reading volume of the WeChat official account and the transformation of the short video platform into a new generation of "time killers."
The trend of searching for videos with problems may come earlier than we thought.
YouTube is called "the world's second largest search engine", and this statement appeared as early as 2008. At that time, the data company ComScore released a report on the US search engine market , with Google ranking first (63.5% market share) and Yahoo second (20.4%). The report unexpectedly found that YouTube actually handles more searches than Yahoo.
According to a Google survey in 2018 , 85% of Gen Z are using YouTube. Among the teenagers interviewed, 80% said that YouTube can help them understand some unfamiliar things, and 68% said that learning through YouTube has improved a certain skill.
Compared with pictures and texts, video has a natural advantage in information transmission. Recall, when you want to figure out "how fast is 5G", "how to choose the new iPhone" and other head-scratching questions, open station B and watch a popular science video. Isn't it better to understand than to study textual materials by yourself?
▲ Who doesn't like to watch such good things as Aifaner video!
Marketing agency Yadi pointed out that the search behavior of generation Z young people has changed today. The attention of this group is similar to that of a goldfish, only 8 seconds. They use mobile devices to search, and more than 70% prefer to watch videos within 60 seconds. For convenience (or laziness), they sometimes only click on the first 4 items of search results.
This also means that if traditional search engines do not carry video results, and the top content cannot meet the search needs, it is easy for young people to lose patience and turn to other platforms.
The entire network's love for video carriers is forcing search engines to change. Now, whether it is Baidu, Toutiao Search, Google or WeChat Sou Yisou, etc., a relatively high and conspicuous position is reserved for the video on the result page.
▲ From left to right: Baidu, Toutiao Search, Google, WeChat Search
However, the problem of islanding caused by various APPs still makes search engines quite big.
Is it possible for the search island to be broken?
There is YouTube on the Google search results page, but it is difficult for you to find short videos on TikTok and Instagram. Baidu has its own good-looking videos, but not Douyin Kuaishou. As for the content of the video account, it only lives in WeChat search.
The nature of search is openness, and building a high wall means that everyone can only play their own way.
Just like the stratification of young people's hobbies in the niche circle, although Google is still the number one in the world, and Baidu is the number one in China, other search engines are building their own small world. Douyin searches 550 million monthly lives, Kuaishou searches 300 million times a day, and WeChat searches 500 million monthly lives… Searching within the ecology is booming, meaning that the fertilizer does not flow to outsiders.
▲ Picture from Unsplash
Is it possible for the search island to be broken?
In December last year, Google tested the launch of a "short video" section on the search results page , trying to include TikTok and Instagram content. In September of this year, news came out that Google was negotiating with Facebook and ByteDance , hoping to reach an open cooperation on short video content, but for the time being, it still appears to be unfinished.
Faced with this old problem, after the release of Baidu's Q3 earnings report this year, when executives answered similar questions from analysts , they could only shrug their shoulders and say, "Developing in this direction (opening up)."
▲ Google test search "short video"
Today, young people open the search on the video platform, in addition to "how to cook Internet celebrity food" and "how to draw exquisite eyeliner" life and entertainment needs, but also increase more serious curiosity and thirst for knowledge. The video platform is also happy to package itself as a "learning website". For example, there are various knowledge-type up hosts at station B, TikTok has #LearnonTikTok activities , and Douyin has recently launched a learning channel.
▲ "Learning" appears in the top menu bar
The challenge left to traditional search engines does not stop there. Searching Weibo by watching sudden and gossip, searching for travel guides, searching for Xiaohongshu, listening to in-depth interviews and searching for podcasts… In the environment of APP islandization, this generation of 8G surfing young people has learned to go directly to multiple platforms. Precise search.
Going back to the fact that TikTok’s global traffic surpassed Google’s, short video platforms and search engines seem to be "ineffective cross-service comparisons." Will steal advertising revenue from Google’s pockets.
However, holding the video in your hand does not mean that you can be a good search engine.
In August, The Verge conducted a trust survey of technology companies in the United States , and found that 90% of respondents had positive reviews of Google, while TikTok only 54%. In addition, 31% of respondents believe that TikTok has a negative impact on society, while this problem is only 6% of Google.
Google, which claims to be "no evil," gets a much more neutral and positive evaluation than TikTok, which "algorithms affect the mental health of teenagers." Will the negative TikTok brand impression have an impact like Baidu, making users question the credibility of search results? A good search engine should refrain from providing enough effective information, or let the algorithm guess that you like searching and you want to keep looking at it?
If you have problems searching for videos and social platforms, you just don’t search for traditional search engines. This is the spectacle brought about by "the Internet is not interconnected", and it is also the thinking and homework left to search engines.
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