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

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Close-up portrait of a young woman with fair skin, long dark brown hair parted slightly off-center, and a gentle, closed-lip smile. She has warm brown eyes, natural full eyebrows, and is wearing a light gray marled knit sweater against a soft, blurred gray background.

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A close-up headshot of a young woman with dark, wavy hair parted in the middle, smiling gently. She has fair skin, prominent eyelashes, defined eyebrows, and reddish-brown lipstick. She is wearing a black blazer and a delicate gold chain with a small cross pendant around her neck. The background is a soft, neutral grey.

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A front-facing headshot of a young man with dark brown, shoulder-length hair and light stubble. He has fair skin, green eyes, a gold hoop nose ring, and silver hoop earrings. He smiles gently, showing some teeth, and wears a grey, white, and red plaid flannel shirt over a dark grey t-shirt. The background is a softly blurred modern office or building interior with windows.

Jonah Milo

Let's watch the game: sports broadcasts and social interaction
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