We all remember the days in 2020 when being stuck at home meant watching youngsters go viral over TikTok dances. TikTok became huge and, since then, has evolved into something of a search engine itself. Yes, using TikTok as a search engine has become the norm, especially for the Gen-Z population (are there any other millennials out there feeling decrepit, or is it just me?). š¤Æ
There has been a seismic shift in the world of online search, and TikTok is the culprit. What was once seen as a place where users danced to Jason Deruloās āSavage Loveā, TikTok is now becoming a search engine, especially for the younger generations that thrive on visual-first content. So, if you want to keep up with the Joneses, your business needs to adopt a strategy to stay relevant.
So, why are users, especially Gen-Z users, turning to TikTok as a search engine over conglomerates like Google? Letās find out š
Visual-first content is a lot easier to digest for many people nowadays, and itās easy to find reviews on literally anything with TikTok. A quick 60-second video tutorial on how to change a tyre is a lot more accessible than reading a blog, for example.
TikTok knows its users extremely well, and the algorithm is a force of nature, to say the least. šŖļøIt is able to deliver highly-personalised content and offers the perfect video that is able to answer your questions, and at times, this can happen even before you search for something in the search bar.
What this means is that TikTok can be more of a discovery experience compared to traditional search on Google. The process then becomes effortless and fun.
UGC content is becoming more and more important in digital marketing, especially when there tends to be a scepticism surrounding traditional marketing. TikTok users trust the recommendations of influencers, whether those with a larger following or micro-influencers, and content creators, because it provides the type of social proof that users need to purchase.
Using TikTok as a search engine means that you can blend education with entertainment, adding relatable content fuelled with trends and humour.
As much as TikTok started off as a viral dance platform, the types of searches on the platform are now becoming increasingly diverse, and users are commonly using the platform to find information such as:
As more and more users are falling back on the platform, it is probably safe to say that TikTok is becoming the biggest search engine for everyday users.
Just as you need to be focusing on optimising your keywords for Googleās algorithm, you should be looking into optimising your content for TikTok as a search engine, too! Hereās how š¤
Although keywords are important for TikTok videos reaching the right audience, the algorithm looks at more than just this. The powers that be at TikTok also consider captions, hashtags and on-screen text, as well as user engagement. So, it takes into account likes, shares, and comments. š£
Make sure that you incorporate keywords and phrases into your video captions and on-screen text. So, if we stick with the fitness watch example, you may use phrases like ābest fitness watch by milesā. āļøDonāt only rely on hashtags.
It may seem obvious, but the most successful content on TikTok is the type that provides real value for users. So, instead of showing off your new Apple Watch, provide users with a tutorial on how to get the most out of it. Give them information on how to solve problems. Always prioritise authenticity.Ā š±
Although we mentioned that you shouldnāt rely on hashtags, they are still vital to being able to optimise your TikTok content. That, as well as a trending audio, will offer your content to a wider audience because the algorithm will pick up on your content being timely and relevant. šÆ
Ask questions and encourage your audience to engage with your content because this will prove to the algorithm gods that your content is worthy enough to be sent out into the TikTok ebyss.šæMake sure that you respond to comments, too, so that the engagement becomes a two-way street.
The rise of TikTok as a search engine shows that we are in a new era of digital discovery, proving how important it is to look beyond search engine giants like Google and invest time in TikTok, too. Creating genuine and authentic content will allow your business to meet your audience where they are and position your brand for success. š
Get in touch with our team of experts at Assisted for more information on using TikTok as a search engine today! We know how to help your business grow in an authentic and meaningful way.