Is TikTok the Search Engine of the future?
In a time where social media dominates the marketing landscape and continues to provide new and innovative ways of consuming content, TikTok has transcended its initial identity as a platform solely for creative expression into one where users are now utilising it as a comprehensive search tool in order to find out information about travel and holidays, how to cooking guides , sports updates, beauty and many more.
This blog aims to explore the evolving role TikTok is playing in the social media search space, illustrating how users are increasingly relying on it not just for entertainment but also as an unconventional yet effective search engine which continues to outperform even the likes of traditional Google searches in some cases.
Research shows that 40% of consumers now use TikTok to search for things they need or are interested in learning about.
The Emergence of TikTok as a Search Platform
Beyond Dance Challenges and Trends
While TikTok initially gained popularity through its dance challenges and creative content which gripped and captivated a younger audience, its user base has now expanded its usage across all age groups to explore and find information beyond the realm of entertainment, moving into categories such as sports, news, travel, beauty and many more.
Shifting Behaviour
Users are now beginning to utilise TikTok for practical purposes alongside entertainment, seeking advice, tips, and recommendations across different topics and sectors. The social media platform has now rapidly become a go-to source for a diverse range of information, reflecting a significant shift in user behaviour away from traditional search engines and methods.
There are 34 million videos posted each day on TikTok
The TikTok Search Experience
Hashtag Navigation
TikTok’s search experience revolves around hashtags which allow users to navigate and explore content. Users can easily search for specific content by utilising relevant hashtags, turning the platform into a dynamic and searchable database which is continually growing with new content being added by the second.
- #makeup (585B)
- #fashion (376.1B)
- #style (142.8B)
- #explore (1.4T)
- #travel (245.4B)
- #traveltiktok (57.8B)
- #funny (4.2T views)
Diverse Content Exploration
Unlike traditional search engines such as Google or Bing that rely heavily on text-based results (unless using image search), TikTok offers a visually appealing and diverse range of different content that enhances the exploration experience. Users can discover everything from educational content, how to videos, tutorials and many more, in a more engaging format which brands can capitalise on with popular searches and engaging visual content to rival the likes of YouTube and other video based social media sites.
TikTok vs. Traditional Search Engines
Visual and Engaging Content
The visually engaging nature of TikTok’s content sets it apart from traditional search engine results from organisations such as Google or Bing. Users are drawn into the immersive and entertaining format which TikTok provides, creating a unique way to consume and engage with information, unlike traditional text based search results. This visual type of content also allows users to view real world videos, scenarios and images from content creators instead of reading about them or visiting a website through search.
Analysing the intent behind top keyword searches on TikTok, Rise at Seven found that almost three-quarters (73%) were informational, while 21% were commercially motivated. Of the latter, TikTok’s search volumes were found to be 10 times bigger than Google’s.
(www.campaignasia.com)
Trend Discovery
TikTok’s algorithm plays a pivotal role in trend discovery when it comes to users finding content based on their preferences and search history. Users can also easily find the latest and most popular topics, making it a real-time search engine for staying updated with the latest trends and discussions. For example in big sporting events such as Boxing or Football, people wanting to know the latest updates often use TikTok to view real time footage, interviews and results rather than searching for the result online.
Practical Uses of TikTok as a Search Engine
DIY and Life Hacks
TikTok has evolved into a mountain of do-it-yourself tutorials and life hacks videos, much like other popular video based social media sites such as YouTube. Users are now beginning to turn to the platform for practical and hands-on information, utilising it as a search resource for learning and gaining practical information fast. This has gained prominence not only over Google search but also YouTube by allowing users all of these types of search features and content formats in one place.
Product Recommendations
TikTok has become a powerful tool for product discovery through a range of product reviews, unboxing videos and product comparisons. With users beginning to utilise TikTok when seeking recommendations and reviews on products and services, brands must encourage real users to share their experiences with various products and services to gain key search visibility and increase sales.
The Impact on Digital Marketing
Influencer Marketing on TikTok
Organisations and brands are now connecting with TikTok influencers to enhance their reach with the platform’s search-oriented audience through sponsors posts, product reviews and other forms of user generated content. The visually appealing and authentic content which is created by influencers resonates with users and their own brand following, making it an effective channel for marketing. Some TikTok influencers have huge followings and tapping into these audiences can provide immense positive exposure for brands if done right.
Top 10 Most Followed TikTok Influencers
| Rank | Username | Followers (Million) | Likes (Billion) |
|---|---|---|---|
| 1 | @khaby.lame | 161.5 | 2.4 |
| 2 | @charlidamelio | 152 | 11.5 |
| 3 | @bellapoarch | 93.8 | 2.3 |
| 4 | @mrbeast | 93.4 | 0.95 |
| 5 | @addisonre | 88.6 | 5.8 |
| 6 | @zachking | 81 | 1.1 |
| 7 | @kimberly.loaiza | 80.8 | 5.1 |
| 8 | @tiktok | 78.9 | 0.31 |
| 9 | @cznburak | 74.6 | 1.5 |
| 10 | @therock | 74.2 | 0.53 |
TikTok SEO Strategies
Content creators and brands can enhance their search discoverability significantly by understanding and leveraging TikTok’s search algorithm and search features. Optimising all types of content with the relevant hashtags and associated keywords used throughout can significantly improve search visibility on the platform and get your content found.
The Future of TikTok as a Search Engine
Exploring potential developments in the TikTok search space, such as enhanced search capabilities or collaborations with external databases, could shed light on the trajectory of TikTok as a search engine in the future and help brands to capitalise on this shift.
Some new features include:
- New Feature Tool
- Expanded Translation Options
- Search Ads Toggle
- Search Snippets
Frequently Asked Questions
TikTok’s potential as a search engine lies heavily around its rapidly growing user base, extensive content and media library, and powerful and intuitive algorithm. Users now turn to TikTok not only for entertainment purposes but also to search for information, making it a potential platform for discovering trends, products, and services.
Unlike traditional search engines such as Google, TikTok offers a more visually engaging and personalised experience for its users which is why it has gained popularity as a search engines in recent years. Its algorithm is intuitive and curates content based on user preferences and behaviour, allowing for quick discovery of relevant information through short-form videos.
While TikTok is unlikely to entirely replace traditional search engines like Google, it can complement the search ecosystem through offering an alternative type of search experience and may even prompt the likes of Google to adapt their search capabilities to compete better in the market. TikTok excels in search through providing bite-sized, visually appealing content, making it an intelligent and useful tool for discovering trends and exploring niche interests.
TikTok provided a wide range of content across its platform, including entertainment, educational tutorials, product reviews, and more. Users can find content related to almost any topic, from cooking tips to fashion trends to current events. The amount of content available on TikTok only continues to grow by the day.
TikTok’s algorithm analyses different types of user behavior, such as likes, comments, and watch time, to personalise the content recommendations it provides. This ensures that users are presented with videos that align with their interests and content preferences, making the platform an effective tool for discovering new information.
As TikTok continues to innovate and expand its search capabilities and features, its place in the search engine ecosystem is still yet to be fully realised. TikTok continues to grow in popularity and outperform certain topics and categories against the likes of Google but is yet to cement its foothold across many other search terms and topics.
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