Media

Nickisha Victor

TikTok as the New Google

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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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Yiling Shi

Authenticity in Communication: How Fashion Influencers Use Textual and Visual Strategies to Build Trust on Instagram
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Sofia Scardillo

From Curiosity to Convenience: How AI and Instant Media Are Reshaping Curiosity, Critical Thinking, and Identity
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Nabiha Khan

Representation of Pakistani Culture in Canadian Media
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