We live in a world where people are chronically online. People are constantly uploading their thoughts, feelings, and lives on social media. “Where to find the best Ramen in Melbourne!”, “How to nail that interview!”, “Top 10 countries to visit on your OE!” are all common topics on platforms like TikTok.
So it should come as no surprise that young people are using it to find information they need.
TikTok is a culmination of real life, lived experiences. As such, it makes total sense that people would use it as a search engine. Why go to Google to find a recipe when you can search TikTok to watch exactly how someone makes it. Why go to YouTube when you can watch someone break it down to a short, easy to follow video?
The easy convenience of TikTok is what draws in so many people. 41% of Americans said they have used TikTok as a search engine at least once. As many as 2 in 5 people use TikTok as a search engine in their everyday life.
This shift seems mostly noticeable in the younger generations. A staggering 64% of Gen Z using TikTok as a search engine consistently with Millennials are not far behind at 49%.
What comes as the most surprising is how many people actually prefer using TikTok as a search engine. 1 in 10 Gen Zers said they were more likely to use TikTok over a search engine than Google.
You will get arguably better results if you search “best date ideas” on TikTok rather than Google. Adobe’s study found consumers mostly searched for new recipes, new music, and DIY tips and tricks. Even when you do use Google to search it for ideas, it recommends TikTok videos anyway!
So what are TikTok’s key search features?
- Discover page: This showcases personalised content based on their interests and browsing history. It includes a mix of trending videos, recommendations, and personalised content categories.
- Hashtag search: Users can search hashtags to find curated content specific to their interests.
- Keyword search: In addition to hashtags, users can search keywords tailored to their interests. TikTok analyses video captions, profiles, and other information to find the most relevant results.
- Sound search: If a song is trending, TikTok allows users to find videos created with those audio clips.
- User search: Users can search for their favourite content creators or discover new accounts.
- Trending search: Highlights trending hashtags, sounds, and challenges for easy browsing.
- In-app search bar: This is a feature on the interface that allows users to search from any screen.
- Advanced filters: Allow users to refine search results based on video type, duration, and upload date. Users have even been able to find previously viewed videos that have been “lost to the algorithm”.
But why are consumers using TikTok for information rather than turning to Google? What is TikTok offering that Google doesn’t?
Overwhelmingly, the answer seems to be the simplicity of it. The short videos on TikTok are easy to follow, short, and digestible. 62% of people choose TikTok purely for the video tutorials. The content tends to be more personalised, and there’s always an aspect of storytelling that helps keep people’s attention.
The main limitation with using TikTok as a search engine is that it only reflects back pre existing content. It lacks the ability to be able to draw from multiple sources for information. But despite this, there are so many people making content that there are almost always multiple sources. Maybe not entirely true or factual sources, but sources nonetheless.
So, how can businesses and marketers leverage this?
Businesses are already starting to recognise the potential of TikTok as a marketing tool. More than 54% of business owners are already using TikTok for promotional content, posting nine times a month on average. 1 in 4 small business owners are going so far as to use TikTok influencers to boost sales and promotions.
Tapping into trends and popular social movements is another way to boost popularity. When a song or meme goes viral, the sooner a business jumps onto the hype, the quicker they can boost visibility on TikTok searches.
It’s crucial to understand social media algorithms and create comprehensive SEO strategies. To really make the most out of TikTok searches, find what it is that your business can do for consumers.
There is an avenue for everyone. Whether that’s diving into storytelling videos, tutorials, or influencer marketing. Find your niche and hone in on your target audience to get the most from social media SEO!