Whether you love it or hate it, TikTok has changed the social media game forever.
The app generated 100m users in its first year and now gets more than 1bn video views per day. So is it a surprise that it’s becoming a search engine in itself?
TikTok is increasingly being recognised as a significant player as a search engine, particularly among younger audiences. Whether it’s recipes, random purchases or tips for a day out with the kids, like the rest of the internet, there’s potential to build your own algorithm to suit your needs and interests.
TikTok’s shift is influencing SEO practices as businesses and marketers have had to adapt to the unique ways content is discovered and consumed on the platform…and fast!
If you’re an ecommerce brand not on the platform for example, you’re missing out big time, as 55% of TikTok users have purchased something from a brand they’ve seen on the app. Canvas Beauty recently set a TikTok US record on with a 6-hour live stream that achieved $1m in sales!
Trust us, you don’t want to miss out on a piece of this juicy pie!
The rise of TikTok as a search engine
As already mentioned, TikTok’s algorithm is designed to deliver highly personalised content to its users, making it a powerful tool for content discovery. Users often search for specific content, trends, or topics directly on TikTok, treating it as a search engine.
According to a recent survey, 74% of Gen Z internet users use TikTok for search and 51% favour it over Google, primarily due to its short-form video format.
So, how does it work? And more importantly, how can you make it work for you?
Getting the most out of keyword optimisation on TikTok
Just like traditional SEO, keywords play a crucial role in TikTok’s search functionality. Users input keywords to find content, and creators need to use these keywords in captions, hashtags, and even in-video text to make their content discoverable.
TikTok’s ‘Explore’ tab is an excellent resource for discovering trends and keeping up with the latest viral content.
Ensure you’re entering these into your captions, in-video text and hashtags to get in those search results!
Algorithm-driven content discovery
TikTok’s “For You Page” (FYP) operates similarly to a search engine results page (SERP), presenting users with content tailored to their interests based on prior interactions, search history, and engagement metrics.
Getting onto people’s FYP can be done in a multitude of ways, but a few simple tips include:
- Consistently posting at the right time
- Using trending hashtags
- Posting great content
- Keeping your captions interesting
- Using trending sounds and music
Why is TikTok emerging as a search engine so quickly?
Changes to user behaviour
Younger demographics, particularly Gen Z, who are the first generation to enter adulthood that don’t remember life before the internet are a lot more efficient online than any other generation. They are increasingly using TikTok as a primary source of information and entertainment as this group tends to prefer visual and interactive content over traditional text-based content.
Algorithm efficiency
TikTok’s sophisticated recommendation algorithm effectively surfaces relevant content, making it a compelling alternative to traditional search engines for discovering trends, products, and services.
Integration of social proof
Social proof is a psychological phenomenon where people validate their actions by copying the behaviour of others. Content on TikTok often features reviews, tutorials, and user-generated content that provides social proof these purchasers now crave, therefore influencing purchasing decisions and brand perception.
Wrapping it up
If you want to utilise TikTok’s rise to the top as a search engine, you need to do your keyword research, and then use them wisely! Conduct keyword research specific to TikTok to identify trending topics and popular hashtags relevant to your industry.
Your content strategy needs to be visually appealing and could include tutorials, BTS looks, product demos or user-generated content. The latter is so popular on TikTok, that 39% of TikTok users report discovering new brands or products from videos shared by other people – 47% of them made a purchase from one piece of UGC.
If you’ve built a solid audience online already, promote your TikTok content across other social platforms and integrate it into your overall marketing strategy. This helps to build a cohesive brand presence and increases the likelihood of your content being discovered.
By understanding and adapting to these changes, you can enhance your brand’s visibility and engagement on TikTok, tapping into a growing user base that increasingly uses the platform as a primary source of information and entertainment.
Contact us to find out more about harnessing the potential of TikTok and other social media platforms.
