At my dayjob we do women’s health, actual clinics with real doctors. Many of our users come from Instagram and TikTok ads. Because yes people will in fact choose their doctor based on a good Instagram/TikTok presence. In fact any time I mention the brand to female friends who live in our target markets they go ”Oh yeah! I’ve seen your ads on Instagram”. It’s never search, or a billboard, or a blog, or youtube, or even me telling them about it. They recognize us from Instagram and Tok.
It’s a wild world out there my friend. Makes me wanna yell at clouds every day.
Because an entire generation of new American adults does not use web browsers, like much at all.
Want a burger? You probably open Chrome, go to Google or Kagi and type “Burger $myCity”
People under 25 use TikTok and Instagram and just look for “burger” and are blasted by 300 10s videos of real people munching and smiling. Like a perfect commercial and entirely crowdsourced.
That’s the new internet. The kids only know ‘content’. They don’t know what the fuck an HTML file is.
Do people really just perpetually not know where to get something they want in the place they live?
No but a) people travel and b) the young post-college demographic is usually new to the area. By virtue of being young and freshly out of college. They really don’t know the city yet!
Personally when I travel my search for burgers goes straight to Apple Maps.
You have to take the serious consideration that winning customers from tiktok is going to be a wildly different persona than from google.
Churn and burn practices are for folks who've not seen the 5th year of their used to be sustainable market crash when arbitrary platform dynamics change and they don't realize they've been working with the wrong type of client that whole time.
I work in Healthcare as well. It's just a giant farm so folks will take anyone who is alive and insured. I could see TokTik do well there.