In recent years, TikTok has evolved from a social platform focused on entertaining videos to a powerful discovery and research tool. According to Adobe, more than 2 in 5 Americans now use TikTok as a search engine, marking a notable shift in consumer behavior. Specifically, 64% of Gen Z and 49% of millennials prefer using TikTok over traditional search engines for finding information. Users are increasingly turning to TikTok not just for entertainment but also to find product reviews, tutorials, and recommendations that impact their decision-making and purchasing behaviors.
TikTok recently launched search ad campaigns, a paid feature allowing brands to target users based on specific keywords. This new offering capitalizes on TikTok’s visually engaging format to create a more interactive experience than traditional search engines. By incorporating these campaigns into your brand’s strategy, you can complement organic reach with paid content targeting high-intent users. For example, if someone searches for ‘best sneakers for running,’ your brand’s sponsored video can appear at the top of the results, providing a prime opportunity for conversion.
TikTok’s rise as a search engine is, in large part, due to Gen Z’s evolving preferences for content consumption. This generation has grown up in a fast-paced, mobile-first world, preferring quick, visually engaging content over lengthy articles or static search results. Short-form video content on TikTok is typically between 15-45 seconds, making it a convenient medium for quick searches and easy learning. Rather than reading long articles or scrolling through endless Google results, users can watch a video tutorial or product review in less than a minute and get the same information — but in a fraction of the time.
TikTok’s unique content style is driven by users sharing personal narratives that show how products or services seamlessly fit into their everyday lives. These relatable stories, told directly by users, allow brands to connect on a deeper level with their audience. TikTok’s storytelling fosters emotional engagement, making it a go-to platform for discovering products through real, lived experiences.
What makes TikTok stand out is the unfiltered nature of user-generated content (UGC). Instead of polished ads, users provide raw, honest insights and firsthand reviews. This authentic content style resonates strongly with younger audiences, who trust genuine, real-world perspectives more than traditional advertising. Whether it’s a beauty tutorial or a DIY project, TikTok’s UGC offers transparency that builds trust and drives engagement.
TikTok’s personalized, algorithm-driven search experience is another reason it’s outperforming traditional search engines. Unlike platforms like Google or Bing, which rely heavily on users inputting precise keywords, TikTok’s recommendation algorithm does most of the work. Based on previous engagement — such as liked videos, commented posts, and search history — TikTok serves content that matches the user’s preferences. This eliminates the need for users to write perfect search queries, allowing for a more intuitive and tailored search process.
To capitalize on TikTok’s growing role as a search engine, brands need to embrace influencer marketing as part of their strategy. Influencers play a pivotal role in amplifying a brand’s presence on TikTok because they already have the trust of large, engaged audiences.
Influencers are experts at creating content that feels genuine and relatable, which is exactly what Gen Z and millennials are searching for. This presents an ideal opportunity for brands to showcase their products in a natural and unforced way, tapping into the trust and authenticity that influencers have built with their followers.
@john_malecki Here’s 3 Reasons everyone should wear composite toe boots in the shop. @Timberland PRO #TimberlandPROpartner #ad
Similar to traditional search engines, SEO optimization is crucial for increasing visibility on TikTok. Brands need to understand TikTok’s search algorithm and leverage it strategically to improve their discoverability. The goal is to ensure that your content is easily discoverable when users type related keywords into the TikTok search bar.
@thecontainerstore Ready, set, dorm! 📚💙 Your future self will thank you if you’re prepared with these dorm room must-haves on move-in day! Video by: @HAZEL TUGBIYELE 🍉 #TheContainerStore #dormhaul #dormroom #dormessentials #classof2024🎓 #collegedorm #collegestudent #collegestudents #moveinday
Incorporating UGC from a diverse range of users is a strategic move that allows brands to create more relatable and engaging content on TikTok. By showcasing real experiences and perspectives, brands can ensure that their content resonates with various audience segments. When users see content that reflects their own lives and challenges, they are more likely to feel a connection to the brand, increasing the likelihood of engagement and conversion. TikTok’s algorithm tends to favor content that drives high engagement, so the more users interact with your UGC, the more likely it is to appear in search results.
WITHIN’s sister company, brkfst.io, can match your brand with brand-aligned creators from their network of over 5,000. Send them an email to learn more!
—
TikTok’s rise as a search engine represents a fundamental shift in consumer behavior, particularly among younger audiences like Gen Z and millennials. Traditional search engines like Google and Bing are no longer the sole source of information for these consumers, and brands that fail to adapt risk falling behind. By embracing TikTok’s search functionality, brands can ensure they remain visible, relevant, and engaging in an ever-evolving digital landscape.
Want to start optimizing your TikTok presence? Let WITHIN help you build a TikTok strategy that combines all the right elements to maximize your brand’s discoverability. Reach out today to get started.
Thank you. Check your email for details on your request.
