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The TikTok Search Revolution: How Gen Z is Transforming Online Discovery
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In recent years, TikTok has exploded in popularity, evolving from a platform known for its dance challenges and lip-sync videos into a powerful tool to search for information, trends, and businesses. This shift hasn’t gone unnoticed, especially among marketers aiming to capture Gen Z’s and millennials’ attention.
According to our 2024 Consumer Behavior Index (CBI), 62% of individuals aged 18-24 use TikTok primarily to look for local businesses. Additionally, an Adobe report revealed that over two in five Americans utilize TikTok as a search engine, with one in 10 Gen Zers relying on it more than Google.
The data speaks for itself! Younger generations are turning to TikTok for search, and understanding how to leverage it effectively can significantly benefit businesses.
TikTok’s Popularity as a Search Engine
TikTok’s rise as a search engine can be attributed to its visually engaging format and algorithm-driven content recommendations. Unlike traditional search engines that rely on keyword and intent matching, TikTok provides a more intuitive and personalized search experience.
Users enter a query, and the app presents videos that align with their interests and previous interactions. This particularly appeals to younger generations, who favor brief, visual, and entertaining content over lengthy text.
The platform’s user-generated content also adds a layer of authenticity that resonates with Gen Z. They trust peer reviews and real-life experiences over polished advertisements. Consequently, TikTok has become a go-to resource for discovering local businesses, product reviews, and educational content. For marketers, this digital shift signifies the importance of creating and maintaining a local presence on the platform.
6 Ways To Optimize TikTok for Search
Now that you understand the importance of TikTok as a search platform, let’s dive into six tactics your brand can follow to get the most out of your TikTok strategy.
1. Cement Your TikTok Presence
Before optimizing for search, businesses must establish a presence on TikTok. Creating a business account is the first step. This allows access to analytics and other tools that can help monitor performance.
With a TikTok business account, your brand gets access to:
- TikTok’s Web Business Suite, which includes analytics and a workspace
- An email address connected to your TikTok profile
- Exclusive access to pre-cleared songs through the Commercial Music Library
- The in-app Business Creative Hub
You can learn more about all the features here.
Once you’ve created an account, it’s time to start your TikTok strategy. Regular posting and engaging with others are essential to grow a following and increase visibility. Let’s get into it!
2. Leverage User-Generated Content
User-generated content (UGC) is highly influential on TikTok. Encouraging customers or creators to create and share videos featuring your brand’s products or services can boost visibility and authenticity.
Running challenges or contests with specific hashtags can generate a flood of UGC, which you can leverage in social campaigns.
For instance, if your business is in the restaurant industry and it’s National Chocolate Chip Cookie Day, you can run a campaign where customers come and post a video at your restaurant and get a free cookie in return. You can also share campaigns you’re running with the hopes of being featured in UGC videos, like the one below.
TikTokers can also create UGC organically; so it’s important to keep an eye on what your brand is getting tagged in on TikTok. It’s also important to look for content with relevant hashtags to ensure you’re finding content about your brand. Marketers should also engage with this content by liking, commenting, and sharing to show appreciation and build stronger connections with their audience.
3. Utilize Hashtags Wisely
Hashtags play a significant role in TikTok’s search functionality. They help categorize content and make it discoverable by users searching for specific topics. Businesses should use relevant and trending hashtags to increase their chances of appearing in search results.
Creating a unique branded hashtag can also encourage UGCand foster community engagement. Again, this consistency can help your brand discover content about itself relatively quickly.
4. Optimize Video Descriptions
While TikTok is primarily a visual platform, video descriptions are crucial for search optimization. Descriptions should include relevant keywords that potential customers might use when searching for related content.
This enhances the chances of videos showing up in search results. Businesses should craft concise, informative, and engaging descriptions that offer sufficient context to capture viewers’ attention.
For example, a video titled “5 Quick Tips for Better Sleep” could include a description like, “Discover simple strategies to improve your sleep quality tonight!” You’ll see a similar example in the image below.
Lastly, if you’re a local business, mention a location or tag your business’s location so it appears in local searches.
5. Collaborate with Influencers
Influencer marketing is highly effective on TikTok due to the platform’s emphasis on personality-driven content. Partnering with influencers who align with the brand can significantly increase reach and credibility.
To get started, consider who the thought leaders are in your industry or space. If you’re in the makeup industry, who are some of your area’s most popular “Get Ready With Me” influencers?
You can then partner with the influencers in one of two ways.
- Influencers can create sponsored content showcasing the brand to their followers, who will likely trust their recommendations. These are often solidified through contracts.
- Your brand can send free products to relevant influencers in the hopes that they will review them in a video.
While the first option is more of a sure way to get your brand in front of others, it’s also typically more expensive. If done correctly, both options can drive traffic to the brand’s TikTok profile and increase search visibility.
6. Engage with Your Audience
According to TikTok, active engagement is critical to building a loyal following. The following can enhance your brand’s visibility and help grow its audiences:
- Responding to comments
- Participating in trends
- Interacting with other users’ content
This engagement boosts your brand in the algorithm and fosters a sense of community. Businesses should interact with their audience daily to maintain a dynamic and responsive presence.
As a brand, it’s important to designate someone responsible for monitoring your TikTok account and engaging with any feedback or comments your brand receives on the platform.
How Genius Social Can Help
Managing a TikTok presence can be time-consuming, but tools like SOCi’s Genius Social simplify the process. By leveraging AI-powered data signals, Genius Social automates local content calendars and engagement responses, ensuring consistent posting and timely interactions with followers.
As discussed, these are critical for maintaining a strong TikTok presence. SOCi Gneius allows businesses to focus on creating high-quality content while the tool manages the logistics.
As TikTok transforms into a search engine, it showcases its versatility and growing influence. This shift allows marketers to connect with Gen Z and millennial consumers in new and engaging ways.
Businesses can enhance visibility, strengthen audience connections, and drive growth by optimizing their presence on TikTok and utilizing Genius Social.
Request a personalized demo today to learn more about how Genius Social can help your brand scale its social strategy on TikTok and across other major social platforms.
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