It’s no secret that TikTok has had a meteoric rise in popularity over the past few years and has become one of the most downloaded apps worldwide. Initially known just for short-form video entertainment, TikTok has recently been gaining attention for its potential as a search tool. This is a significant change in user behavior, as many people, specifically Gen-Z, are turning to the app instead of Google when looking for information. Because of this shift, as marketers we have to consider how this will change the ways brands need to show up for consumers
The TikTok Algorithm
Most social media apps have a search function, so why have so many users turned to searching on TikTok so much more than on legacy social apps? One of the main reasons is undeniable, it’s the way TikTok’s algorithm works. If you have ever just scrolled through TikTok, it feels like the app’s algorithm already knows what you want, which definitely doesn’t hurt when it comes to search.
Unlike Google, which typically prioritizes popular websites and articles, TikTok’s algorithm is designed to show users content that is most likely to engage them, which in a search interaction is incredibly valuable. This means that when users search for a particular topic, they are more likely to see videos that are entertaining or informative specifically for them, rather than just the most popular results. This approach has proven to be effective, with many users reporting that they have found TikTok to be a more engaging and effective search tool than Google.
Varied Perspectives
The TikTok community is constantly pumping out content from different perspectives. Searching on this platform takes advantage of the collective knowledge, users may find that they are presented with a range of videos, each offering a different perspective or insight. This can be particularly useful when trying to learn about complex or abstract topics, as it allows users to gain a more nuanced understanding of the subject matter.
Community Interaction
Users can interact with the content they find. Unlike Google, where users are typically limited to reading articles or watching videos, TikTok allows users to engage with the content they find in a variety of ways. This interactive aspect of TikTok can be particularly useful when searching for information, as it allows users to engage with the content they find in a more meaningful way. For example, they may be able to ask questions or request further information from the creator of a video, or they may be able to find other users who have a similar interest in the topic and engage with them directly.
Search Functionality
The app’s search function is simple and intuitive, making it easy for users to find the content they are looking for. Users can enter keywords into the search bar to find videos related to a particular topic. The search results are shown in a vertical feed, with the most engaging videos displayed first. Additionally, TikTok’s use of hashtags and trending topics makes it easy for users to discover new content related to their interests, even if they weren’t specifically searching for it.
TikTok for Search Can Work for You
It’s clear that TikTok is rapidly becoming a popular search tool for many users. As TikTok continues to grow in popularity, it will be interesting to see how it evolves as a search tool and whether it can compete with more established platforms like Google in the years to come. Making sure your brand has a search footprint is vital on or off TikTok. Are you interested in exploring how Well-Oiled Marketing can help you harness your target audience’s search behavior to drive key business results? Reach out today!
