Is TikTok the new Google? And is your business ready for the shift?
Not that long ago, if you had a question – any question – you’d ask Google… “Best pizza near me?” Google it. “How to get red wine out of my carpet before my landlord sees?” Google it. “What happened to the cast of Friends after season 10?” You get the idea…
But now, there’s a new search engine in town, and it doesn’t serve up blue links and Wikipedia summaries. It gives you snappy, engaging, straight-to-the-point video answers from real people. Welcome to the era of TikTok as a search engine.
Why are people using TikTok for search?
Let’s be real… Google is great, but it can be overwhelming. Endless pages of results, SEO-stuffed blogs that take 400 words to get to the point, and ads everywhere. TikTok on the other hand, gives you quick, visual and engaging answers served up in a way that feels personal and authentic.
Want to find a great brunch spot? TikTok will show you a local foodie’s video review, complete with mouthwatering footage of pancakes dripping in syrup. Need fashion inspo? You’ll get an outfit haul with real-life styling tips. Trying to master a new skill? A 30 second tutorial will break it down faster than any step-by-step article.
And here’s the kicker – Gen Z is leading the charge. According to a Google exec, nearly 40% of young people prefer TikTok over Google when searching for things like restaurants, travel tips and product reviews. That’s a massive shift in how people find information.
What does this mean for businesses and marketers?
If TikTok really is the new go-to search engine, then brands needs to start thinking about TikTok SEO. It’s not just about going viral anymore, it’s about being discoverable. Here’s how you can make sure your content is showing up when people search:
1. Use the right keywords (but make them TikTok-friendly)
TikTok’s search algorithm works a lot like Google’s, but instead of keyword-stuffed articles, it prioritises videos with relevant captions, hashtags and even voiceovers. If you’re a skincare brand for example, make sure your video includes relevant terms like “best moisturisers for dry skin” or “how to build a skincare routine” in both the text and the spoken content.
2. Make your content searchable
People are actively looking for recommendations, tips and how-to content. So instead of just posting aesthetic videos, think educational, insightful and solution-driven. Answer common questions, do product comparisons and share expert tips in a way that’s easy to digest.
3. Engage and build trust
One reason TikTok is booming is because people trust user-generated content more than polished marketing campaigns. They want real reviews, real experiences and real people. The more authentic your brand’s content is, the better it’ll perform in search.
The future of search is social
TikTok isn’t just a dance app anymore – it’s a powerful search engine that’s changing the way people discover information. While Google is certainly not going anywhere, brands that adapt to TikTok’s search culture will have a major advantage.
So, next time you need a dinner recipe, a book recommendation or a travel guide, try searching on TikTok. (Just don’t blame us when you fall into a 2-hour content rabbit hole!)
Is your brand ready to be discovered on TikTok? Let’s chat about how we can help you create content that ranks, engages and converts.
