TikTok: The Rise of a New Search Engine

In recent years, TikTok has emerged as more than just a social media platform for viral dances and bite-sized entertainment. It’s increasingly becoming a go-to search engine for millions of users, especially Gen Z. This shift represents a significant evolution in how people discover and consume information online. Let’s explore how TikTok is evolving into a hybrid social media platform and search engine and why this trend matters.

How is TikTok becoming a search engine?

Changing User Behavior

For Gen Z and Millennials, traditional search engines like Google are no longer the default choice. Instead of typing out queries in a browser, users are heading straight to TikTok to find answers. Why? Because TikTok’s algorithm delivers visually engaging, context-rich, and concise content that feels more personal and authentic than text-heavy search results.

Whether someone is searching for:

• Travel recommendations ("Best cafes in Paris")
• How-to guides ("How to style curly hair")
• Product reviews ("Is [product] worth it?")
• Life hacks ("Simple storage solutions for small apartments")

TikTok videos are increasingly the preferred resource.

The Search Advantage

1. Visual-First Content
   TikTok's short-form video format allows creators to present information in dynamic and digestible ways. A quick video tutorial or review is often more effective than a written article, particularly for visual learners.
2. Community-Driven Insights
   TikTok is home to vibrant, niche communities that share personal experiences and unfiltered opinions. This makes it a treasure trove for discovering trends and exploring diverse perspectives on any topic.
3. Entertainment Meets Information
   Unlike traditional search engines, TikTok blends education with entertainment, making the learning process enjoyable. A creator might teach financial literacy with humor or explain skincare routines while using trending sounds.
4. Algorithm Power
   TikTok’s highly sophisticated algorithm tailors content based on user preferences. This means search results feel personalised, often uncovering content users didn’t realise they needed.

TikTok as a Dual-Function Platform

TikTok thrives on the intersection of social interaction and search functionality. This duality is what sets it apart.

Social Media Features

• Engagement: TikTok users engage with content through likes, comments, and shares, fostering dynamic discussions.
• Trend Culture: Hashtags like #BookTok, #SkinCareTikTok, and #TravelTok allow communities to connect around shared interests.
• Virality: TikTok’s emphasis on trends ensures that ideas, products, and services gain rapid exposure.

Search Engine Features

• Search Intent Matching: Users can directly search for topics and receive video results tailored to their queries.
• Keyword Optimisation: Content creators are now optimising captions, hashtags, and even spoken words in videos to rank higher in TikTok’s search results.
• Evergreen Content: Informational videos on popular topics can remain relevant and discoverable long after being posted.

Why Businesses and Marketers Should Pay Attention

TikTok SEO is the Future

Just as businesses optimised their websites for Google, they must now consider TikTok SEO. Strategic use of keywords in captions, hashtags, and on-screen text can help brands rank higher in search results, reaching a wider audience.

Product Discovery

According to a 2024 study by Adobe, nearly 1 in 10 of Gen Z users prefer TikTok over Google as a search engine, with 39% of consumers using the platform for product or service discovery. This means businesses must leverage TikTok to showcase their products, services, and expertise.

Influencer Marketing

Creators on TikTok often serve as trusted voices. Partnering with influencers ensures that brands not only reach target demographics but also build credibility within relevant niches.

Potential Challenges

While TikTok’s evolution into a search engine presents exciting opportunities, it’s not without challenges:

1. Credibility Concerns
   Not all information on TikTok is accurate or verified. Misinformation can spread quickly, and users must learn to critically evaluate sources.
2. Short Attention Spans
   The platform's fast-paced format can make it challenging to convey in-depth information.
3. Algorithmic Bias
   TikTok’s algorithm, while powerful, can prioritise entertainment over utility, making it harder for purely informational content to gain traction.

The Future of TikTok as a Search Engine

TikTok’s rise as a search engine underscores a broader trend: the growing importance of visual, engaging, and community-driven content in how we search and learn. As it continues to evolve, TikTok is likely to integrate even more advanced search tools, solidifying its position as both a social media platform and a search engine.

For businesses, creators, and everyday users, understanding TikTok’s dual functionality is key to staying ahead on socials.

If you're not sure about how to get your brand presence out there on TikTok or your current strategy just isn't working, read our blog here that covers all things TikTok.