Media

Nickisha Victor

TikTok as the New Google

A front-facing headshot of a woman with a warm complexion, dark brown eyes, and long, wavy dark hair falling over her shoulders. She is smiling gently with a slight hint of teeth, looking directly at the camera, and wearing a light gray knitted top. The background is a soft blur of muted, earthy tones.

I’m Nickisha Victor, in the final semester of my Professional Communications degree! I currently work as a Communications and Engagement Lead at a medtech company, where I create strategies and lead initiatives that make complex health ideas easier to understand and potentially engage with. I’ve built strong experience in social media, storytelling, and digital strategy, and I enjoy connecting with diverse audiences in meaningful ways. I’m passionate about growth, creativity, and using communication to make an impact. As I move forward, I’m excited to keep learning and contribute to teams that value clarity, purpose, and real connection.

This research examines how TikTok and other social media platforms are increasingly being used as primary search engines, particularly by younger generations. Using survey data from over 800 participants, the study identifies generational differences in search behavior, with Gen Z and Millennials more likely to rely on TikTok for information such as tutorials, reviews, and recommendations.

The findings show that while TikTok is widely used for discovery, traditional search engines like Google remain more trusted. This highlights a shift in how users engage with information, prioritizing visual, relatable content while still valuing credibility. Overall, the research suggests that communication strategies must adapt to changing search behaviors and evolving digital platforms.

Lightning Talk

Browse More Media Research

More Projects

A close-up portrait of a young woman with tanned skin, long dark brown curly hair, and striking blue eyes, looking directly at the camera with a subtle smile. She has glossy pink lips and wears a black ribbed top with a delicate gold chain necklace and small pendant against a soft, light gray background.

Sofia Scardillo

From Curiosity to Convenience: How AI and Instant Media Are Reshaping Curiosity, Critical Thinking, and Identity
A close-up portrait of a Black woman with warm dark skin, smiling broadly at the camera with her teeth showing and wearing deep red lipstick. She has long box braids styled with a mix of black and vibrant blue hair, and wears small gold hoop earrings and a thin gold necklace. Her sleeveless top features a blue and teal animal print pattern. The background is a plain light gray.

Sonnet Hines

The Disappearance of Third Spaces
A light-skinned young man with a warm, friendly smile looks directly at the camera in a close-up portrait. He has medium-length dark brown hair, amber eyes, and a neat dark goatee. He is wearing a dark blue collared shirt under a ribbed dark blue knit zip-up sweater with a gold zipper and subtle lighter grey striped details. The background is a smooth, light grey.

Carter Thomas

Behind the Gear: Occupational Factors Affecting Miscarriage Rates in Female Firefighters
Scroll to Top