TikTok may be a new social media platform, but it’s certainly not an underperformer. TikTok has been getting a steady amount of users. In January 2023, the platform reported having 2.3 million users in Singapore alone. And as more features become available on the platform, TikTok has become much more than an entertainment hub. It has slowly emerged as a search engine, thanks to TikTok Search.
This article talks about using TikTok as a search engine and the practices that business owners can make to ensure their posts rank on TikTok.
Is TikTok Becoming a Search Engine?
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A recent study revealed that TikTok has become the fourth most popular search engine that people have used. Without a doubt, Google still dominates the top spot followed by YouTube and Bing. It’s surprising to find TikTok on this list considering it’s a social networking platform with short-form video content. But people have been using it to look for something in particular.
The trend of using TikTok as a search engine grew after Gen Zers used TikTok or Instagram to look for something. The study revealed that these people no longer go on Google to search– they use TikTok or Instagram. With this, is TikTok Search worth exploring as an option for marketing? Is TikTok taking over Google as a search engine?
Google vs TikTok Search
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Perhaps, not just yet. Even though some have used TikTok for search, it is still a small number compared to the millions who use Google as a search engine. In fact, over two in five people have used TikTok as a search engine.
TikTok users turn to the platform to look for new recipes, new music, DIY tips, fashion advice, workout routines, and many more. However, regarding more information, Google is still the king.
| 特徴 | グーグル | ティックトック |
| Primary Function | Information retrieval and web search | Content discovery and entertainment |
| Search Result Format | Text-based results with links and snippets | Visual results featuring short videos |
| ユーザーの意図 | Active search for specific information | Passive discovery through engaging content |
| Algorithm Focus | Relevance, authority, and trustworthiness | Engagement metrics (likes, shares, comments) and personalization based on user behaviour |
| Content Types | Articles, images, videos, maps | Short videos, user-generated content |
| Demographic Appeal | Broad audience across all age groups | Primarily appeals to Gen Z and younger millennials |
| SEO Strategies | Keywords, backlinks, content authority | Hashtags, video engagement, trending sounds |
| Trustworthiness of Content | E-A-T (Expertise, Authoritativeness, Trustworthiness) model | Social proof based on popularity and engagement metrics |
| Real-time Trends | Slower to adapt to trends | Rapidly adapts to and promotes real-time trends |
| Market Share in Search | Dominates with over 90% market share | Rapidly growing as an alternative search engine among younger users |
| Integration with Other Platforms | Integrates various media types | Limited integration; primarily within TikTok ecosystem but increasingly appears in Google search results |
| User Experience | Text-heavy with snippets for quick answers | Visually engaging with immersive video content |
And it makes a lot of sense. Those who use TikTok as a search engine prefer its short and informative video format; the kind of material that Gen Zers prefer.
As a business owner, you may not see the potential in using TikTok Search for your business yet, especially if you have a different target audience. But if you are marketing directly to Gen Zers, TikTok should be part of your marketing.
Understanding TikTok Search
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There are two components to using TikTok as a search engine: Active Search and Content Discovery. The former is when a TikToker uses the search bar to look for content related to a certain topic.
On the other hand, content discovery refers to videos that appear on FYP (for you page). This means that users aren’t necessarily actively looking for a topic but are getting served videos that the algorithm believes will align with what the user likes.
If you want your strategy on TikTok to be successful, you need to optimise your videos for both methods. To do that, you need to create quality content and practise TikTok SEO (search engine optimisation).
Best Practices to Optimise Your Content for TikTok SEO
More people are starting to use TikTok instead of Google to look for something; even Google knows this. Google shared internal research saying that 40% of young people in the US (between 18 and 24 years old) go straight to TikTok instead of Search or Google Maps.
If this fits into your target audience, it’s important to know how you can get your videos to rank. Here are some of the best practices of TikTok SEO:
Know What Your Audience is Looking for
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As with every SEO strategy, you must know what your audience is looking for. Through this, you can start planning and creating a content strategy that fits their search intent.
Here are some useful tips on learning what your audience is looking for:
- Look at the popular TikTok hashtags within your niche
- Keep track of other users within your niche and check the questions people left in their comments
- Create a branded hashtag for your business
TikTok’s search function can help you learn the hashtags that are trending in your particular niche. You’ll also see the number of views each hashtag is getting.
Use Relevant Keywords in Your Content
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Just like Google, keywords and hashtags play a vital role in a TikTok Search strategy too. This is how users subscribe or “favourite” to hashtags they are interested in. But as a content creator, this is how you can tell TikTok’s algorithm what your content is about. As a result, your video gets optimised for search and discoverability on TikTok.
Some tips for using keywords on TikTok:
- Add search keywords to captions and on-screen text
- Use three to six keyword hashtags
- Mix both high-volume and low-volume keywords
- Use broad and niche hashtags
You can also use TikTok’s free hashtag research tool, which you can find in its Creative Center. This tool will give you an insight into the hashtag you intend to use for your content.
Be Consistent With Your Posts
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You don’t need to post a video on TikTok every day, but it helps to stick to a regular posting schedule. TikTok suggests that you should post one to four times per day. This strategy, however, will increase your chances of landing on the FYP of as many users as possible.
But for business owners, this may feel like too much work. Here are a few tips on how you can increase the number of TikToks you post per day:
- Use Duet and Stitch
- Collaborate with existing TikTok videos using the Duet feature to create side-by-side content.
- Use the Stitch feature to play your video after another, building on successful ideas rather than creating new ones.
- Collaborate with Other Brands and Creators
- Partner with popular creators to introduce your brand to their audience.
- Focus on micro-influencers with engaged followings that align with your brand.
- Repurpose Old Content
- Adapt existing content from Instagram Reels or YouTube for TikTok.
- Modify and repost shorter clips or trailers to drive traffic to longer videos.
- Use TikTok Ads
- Consider investing in TikTok ads to reach a targeted audience, potentially reducing the frequency of posts.
- Explore TikTok’s public ad library for inspiration on effective advertising strategies.
- Hop on the Trend Train
- Engage with current trends, viral dances, and hashtag challenges prevalent on TikTok.
- Utilise TikTok’s trend tracker to discover trending hashtags, songs, and videos to inspire your content calendar.
Join Sub-Communities on TikTok
Image credit: TikTok
Engagement is part of SEO. After you post a video on TikTok, you can use the right hashtags that target the specific sub-communities on TikTok. 70% of users say they feel part of a community on TikTok.
Some of the existing sub-communities on TikTok include the following:
- #BookTok: Reading community
- #CarTok: Car enthusiasts
- #CottageCore: Romanticised domestic aesthetic/sustainability
- #WitchTok: New age philosophy, astrology, crystals, energy healing, and the occult
- #Rollerskating: Roller Skating enthusiasts
- MoneyTok: Personal finance
Optimise Your Profile
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Your TikTok profile should also be part of your TikTok SEO. Since you are representing a brand, your TikTok profile should reflect it.
Here are some tips on how you can optimise your TikTok profile:
- Profile Photo: Upload a clear photo of your logo in 200×200 pixel size.
- Add a Link: Add a link to your website or landing page so you can direct people where you want them to go after visiting your TikTok account.
- Complete Your Bio: Make sure to include information that will help your customers. You can also use keywords so you can appear on a TikTok Search.
- Add Links to Other Social Accounts: Give TikTok users a chance to check out your other channels.
- Be Consistent: Use the same handle on all your social media accounts so you can gain the trust of your customers.
- Pin a Video On Your Feed: TikTok allows you to pin up to three videos to your feed. These videos can be introductory messages so new followers know what your page is about.
Share on Other Platforms
Sharing your TikTok videos on other social media platforms won’t directly help with your SEO strategy. But this can send out social signals and help your content appear on a search results page.
Some of the advantages you get when sharing content on other platforms are:
- Enhance your brand’s presence in search engine rankings
- Attract more visitors to your website
- Strengthen brand recognition and credibility.
If you run a blog, you can also embed your TikTok videos into your posts. Make sure to include a TikTok video that’s relevant to the topic of your blog. This will help extend your video’s reach and drive people to your TikTok account.
Write a Relevant Caption
Your captions matter as much as your video. They can be used to increase your visibility as long as you include the right keywords that people are searching for. Additionally, you should make sure that your video is engaging and insightful. TikTok shared that it’s best to keep your videos around 21 to 34 seconds long.
Best tips to write a caption on TikTok:
- Conduct Keyword Research: Use TikTok’s search bar to identify popular keywords by typing in your base keyword and observing the suggested search queries. This helps you discover what users are actively searching for.
- Incorporate Keywords Strategically: Include your primary keywords in three key areas–on-screen text, captions, and hashtags.
- Keep Captions Concise: Given TikTok’s fast-paced nature, aim for short and impactful captions that quickly grab attention. A punchy one-liner or clever hook can be very effective.
- Inject Personality: Infuse your captions with humour, wit, or emotion to make them stand out. A unique voice can help create a connection with your audience.
- Ask Questions: Engage viewers by posing questions in your captions, encouraging them to comment and interact with your content.
- Create Intrigue: Craft captions that pique curiosity or leave a cliffhanger to keep viewers watching until the end of your video.
- Highlight Key Points: If your video includes tutorials or important information, use text overlays in your captions to emphasise essential takeaways.
- Use Trending Hashtags: Research and incorporate trending hashtags relevant to your niche. This can significantly improve the visibility of your content within TikTok’s algorithm.
- Consider Timing: Place in-video captions at strategic moments, such as aligning them with key actions or punchlines in your video for maximum impact.
- Experiment with Length and Style: Test different caption lengths and styles to see what resonates best with your audience. Adjust based on engagement metrics to refine your approach over time.
By implementing these tips, you can enhance your TikTok SEO efforts through effective caption writing, increasing both visibility and engagement on the platform.
Collaborate with Other Influencers
Image credit: TikTok
Partnering with influencers can significantly boost your TikTok engagement. Collaborations don’t need to be limited to your niche; even popular accounts outside your field can help increase your reach and visibility. Successful collaborations can introduce your content to a broader audience, enhancing your profile’s popularity in TikTok’s search engine.
How to find influencers on TikTok:
- Utilise the TikTok Creator Marketplace: This platform connects brands with influencers, allowing you to search for creators based on niche, audience demographics, and engagement rates. You can filter results to find influencers who align with your brand values and target audience.
- Explore Hashtags and Trends: Search for relevant hashtags related to your industry or niche. This will help you identify influencers who are already creating content in that space. Pay attention to trending challenges and content types; creators participating in these trends are often more visible and engaged with their audiences.
- Check Engagement Rates: Look for influencers with high engagement rates rather than just large follower counts. A smaller, highly engaged audience can be more beneficial than a larger, less interactive one. Tools like social media analytics platforms can help you assess engagement metrics across different profiles.
- Follow TikTok’s For You Page (FYP): Spend time on the FYP to discover new creators. The algorithm tailors this page based on your interests, showcasing influencers who resonate with similar content. Engage with videos that catch your attention; this interaction will further refine the algorithm’s suggestions.
- Use Social Listening Tools: Implement tools that monitor conversations about your brand or industry on TikTok. This will help you identify influencers who are already discussing topics relevant to your business. These insights can lead you to potential collaborators who have a genuine interest in what you offer.
- Engage with Potential Influencers: Before reaching out for collaboration, engage with their content by liking, commenting, and sharing. This establishes a rapport and shows genuine interest in their work. Building a relationship can make it easier to approach them for collaboration opportunities.
- Attend TikTok Events and Webinars: Participate in industry events or webinars focused on TikTok marketing. These gatherings often feature prominent creators and provide networking opportunities. Engaging in these spaces allows for direct connections with influencers and insights into effective collaboration strategies.
By implementing these strategies, you can effectively identify and connect with influencers on TikTok, enhancing your brand’s visibility and engagement on the platform.
Google Vs TikTok Search: Should You Add This to Your Strategy?
Although TikTok SEO shares some similarities with traditional SEO—most notably content ranking is influenced by its usefulness—the two require different approaches. It’s vital to recognise these distinctions and to implement specific strategies tailored for TikTok optimisation.
With experts predicting a 9.3% increase in global TikTok users in 2024, it’s clear that search activity on the platform will also rise. While it may not be the right time to include TikTok Search in your strategy, you can get a head start on the trend. After all, that’s likely what the future is like for brands on TikTok.
よくある質問
What is TikTok search optimisation, and why is it important for brands?
TikTok search optimisation involves refining your content to improve its chances of being found through TikTok’s search function. For brands, this is vital because TikTok is increasingly being used as a search engine, particularly by Gen Z users. Optimising your content for TikTok search enhances visibility, allowing your brand to reach a broader audience organically while positioning you as an industry leader.
How do hashtags influence TikTok search rankings?
Hashtags are crucial to TikTok’s search algorithm. Using relevant and trending hashtags makes it more likely for your content to be found by users searching for similar topics. A combination of popular, niche, and branded hashtags helps to boost your ranking in both general and targeted searches, ensuring that your content is seen by the right audience.
Can optimising captions improve TikTok search results?
Yes, optimised captions are essential for TikTok search SEO. Captions help TikTok’s algorithm understand the context of your content. By naturally incorporating relevant keywords in your captions, you improve the likelihood that your videos will appear in search results for those specific terms.
What role does user engagement play in TikTok search visibility?
User engagement, such as likes, shares, comments, and watch time, significantly influences your visibility on TikTok. The platform’s algorithm favours content with high engagement, meaning the more interactions your videos receive, the more likely they are to appear in both search results and on the “For You” page, further amplifying your reach.
How often should brands post to optimise TikTok search performance?
Consistency is crucial for optimising TikTok search performance. Posting high-quality, relevant content on a regular basis increases your chances of being discovered through search. However, it’s important to balance quality with frequency—ensuring that each video is engaging and optimised with the right keywords and hashtags. Posting daily or several times a week is a common strategy to maintain visibility.
