Do you think of TikTok as a search engine? Publishers in the TikTok realm may have noticed a shift in user behavior recently. An Adobe survey found that 2 in 5 Americans use the platform more as a search engine than for social entertainment. This switch allows TikTok to compete with platforms like YouTube and Pinterest, both of which have been massively successful in discoverability. 

The evolution of TikTok from an entertainment space to a discovery platform is monumental for publishers regarding the future of their content. While you may have to adjust your content strategy, the possibility of reaching newer audiences through SEO practices you may already be implementing is worth it. 

Let’s examine some key motivators fueling these new TikTok behaviors and how publishers can leverage them.

Why people are using TikTok as a search engine

The sudden switch in TikTok search behaviors has earned the platform the nickname the “new Google” among younger users. Data shows that 1 in 10 Gen Z users reported searching the platform for information rather than Google first. But why?

There are a few reasons why TikTok users are suddenly seeking more discovery than entertainment: 

• Personalized feeds. Tailored content has become the sought-after form of media consumption across all social platforms, especially with the younger generations. Adobe found that 40% of users gravitate towards TikTok because the algorithm heavily personalizes their feeds. This includes both the information they were looking for and the information they didn’t know they wanted. 
• Narrative-driven videos. Storytelling is a powerful tool for captivating audiences. Even baby boomers (1 out of 4) prefer narrative-driven videos. TikTok provides a ton of storytelling and allows users to consume information in this format more frequently than a Google search. 
• Short-form video. Video content has become popular for a reason. It’s easy to digest, consume, remember, and entertain. TikTok is all short-form video, so it’s no surprise that it has become a preferred form of discoverability content.
• Authenticity. Let’s face it–online reviews are not always reliable. Younger users are looking for a behind-the-scenes, one-on-one review of the places and things they are interested in. They want real-time, first-hand experience, which is precisely what TikTokers provide. 

Popular discovery content 

Users utilizing TikTok as a search engine are not just looking for any and all types of content. The four most popular forms of videos on TikTok are tutorials, reviews, personal stories, and trends/memes. Publishers looking to revamp their marketing strategy can implement one or all of these content types, adjusting to their audience and niche. 

Tutorials

Tutorials are by far the most sought-after content on TikTok across multiple industries. These are step-by-step videos that show users exactly what to do to get the desired result. These bits are most popular with content surrounding recipes, DIY, fashion, fitness, beauty, and product recommendations. 

Reviews

Influencers constantly review products and services on TikTok, highlighting each brand’s best and worst attributes. Video reviews are superior for younger users who did not grow up searching and consuming reviews on Yelp and Google. Rather than seeing a map-based perspective with images and words from a person they can’t begin to know, TikTok feels more personal and authentic. 

Personal stories

News publishers still flourish in this area. TikTok is looking for personal stories related to the niches and topics it loves. The more your content feels like a story, the better engagement it will receive. Storytelling techniques pair super well with news stories and content aimed at spreading brand awareness. 

Trending memes or challenges

We included this one as a statistic only. Trends and memes are fun and can show some short-term growth. However, these types of posts (when they don’t fit) can also prevent your content from getting to the people you want it to. Remember–never chase social media trends if they don’t fit your brand mission and niche

TikTok discovery tools

Leveraging TikTok as a search engine starts with knowing what tools users have available. How are users searching for things on TikTok? How is the platform meeting these needs? 

Let’s explore a few of the features we think will be most important for publishers on TikTok: 

• Search bar. Users can easily search for whatever they want by typing in keywords here. As they type, keywords and phrases will pop up. Once users click on one, they will see trending videos, users, sounds, lives, places, and hashtags associated with their search. 
• Discovery page. Without searching, the discovery page will show personalized and tailored content to each user based on previously watched content, searches, and interests. These are not the most popular videos— they are made up of curated or sponsored content that fits your interests. Mobile app users may not have access, but you can still see the Discovery page on the desktop version.
• Swipe to discover. If users find a video they like and swipe left, they are led right to the creator’s page. This is an opportunity to explore more of your content if it sparks a similar interest. Your social media team’s consistency with brand voice and style will be vital to keep these users.
• Explore. Users who prefer the desktop version of TikTok also have the Explore page option on the left-hand menu. Explore will show you popular content in various categories, including comedy, sports, shows, food, and more. 
• Hashtag search. You can search for content through a hashtag, which is how the algorithm subcategories your content for distribution. This search option will bring up content based on relevance and trending and highlight similar hashtags you may be considering. 

TikTok SEO 

SEO is crucial to achieving discoverability on TikTok. The algorithm is trained to pick up on keywords, phrases, hashtags, and engagement when deciding how to categorize content. TikTok SEO works similarly to traditional SEO in that it highlights content that fits a user’s pattern of online behaviors and search history. 

If your content is relevant, uses the right hashtags, and leverages the power of keywords in titles, captions, and copy, the algorithm will know how to push it out. We discuss TikTok SEO tips and best practices here to help you better understand how the TikTok algorithm works.

Lastly, value. You have to add value to your brand and content before you can succeed in any online space. You can SEO your content head to toe, but it will not reach new audiences if it lacks value. This article explains why publishers should create valuable content for their audiences and includes some tips for making it happen. 

How we can help 

Producing the right content for TikTok is hard enough, but keeping it consistent and posting successfully can take up a lot of your day. That’s where True Anthem shines. Request a demo to see how we use automation and advanced analytics to help you reach your online goals.