How is TikTok search changing our search habits?
15 April 2023 — Pobl Tech
TikTok has quickly become one of the most popular social media platforms in the world, with over 1 billion active users. But one of the things that makes TikTok unique is the TikTok search feature. It’s not like the search features on other social media platforms or even Google.
Instead of searching purely for keywords, users on TikTok can search for videos that are related to their interests. They will be shown a suggested a range of content based on their search – not necessarily exactly what they searched for.
For example, if you are interested in cooking, TikTok will then show you a list of videos that are related to cooking.
It sounds pretty straightforward and as things are right now. But, this slight change has got Facebook and Google scrambling to evolve their search tools.
Why is TikTok search relevant?
As far back as July 2022, Prabhakar Raghavan, the SVP of search at Google said:
“Almost 40% of young people (18-24), when they are looking for a place for lunch, they don’t go to Google Maps or Search, they go to TikTok or Instagram.”
They are using content to learn and using it to make decisions. Many of us might not be seeing it right now, but a lot of people are doing things differently online.
For example, imagine you’re a restaurant. If someone was to ask TikTok for the ‘best places to eat near me’ – would your content appear in their results?
According to the data, 40% of 18-24 year olds will be doing just that.
How does it work?
Although it sounds straightforward, there is quite a bit happening underneath the surface. But there are two key elements that’s making the TikTok search experience different and more appealing.
1. Allowing us to find information in a more visual way
TikTok’s search feature is redefining the way we search. In the past, we would search for information by typing in keywords. However, with TikTok, we can now search for information by looking at videos.
This is a significant change because it allows us to find information in a more visual way. We can see what the information is about before we click on it. This can help us to save time and find the information that we are looking for more quickly.
2. Learning about our interests
TikTok’s search feature is also making it easier for us to discover new things. When we search for something on TikTok, we are not just shown videos that are related to our search query. We are also shown videos that are related to the videos that we have liked in the past.
It’s essentially learning about us. The more we consume, the more data it collects on what our attention has been spent on. This means that we are constantly being exposed to new content. We are not just seeing the same old things over and over again.
This is not a bad thing by any means. If it knows what we want, it can help us to stay up-to-date on the latest trends and to learn new things as and when they surface. Not when we happen to search for them.
Why do people use it?
Given the rise of TikTok search, why is it more appealing than your average Google search?
1. It is more visual.
As mentioned above, TikTok’s search feature allows us to find information in a more visual way. This can be helpful for people who learn best by seeing things.
2. It is more personalised.
TikTok’s search feature takes into account the videos that we have liked in the past. This means that we are more likely to see videos that we are interested in.
3. It is more discoverable.
TikTok’s search feature exposes us to new content that we may not have found otherwise. This can help us to stay up-to-date on the latest trends and to learn new things.
How should we be using TikTok search?
If you haven’t already mastered TikTok, here are some tips for using TikTok’s search feature effectively:
1. Use relevant keywords.
When you are searching for something on TikTok, use relevant keywords. This will help you to find the videos that you are looking for more quickly.
2. Use hashtags.
Hashtags are a great way to find videos that are related to your interests. When you search for a hashtag, TikTok will show you a list of videos that are tagged with that hashtag.
3. Explore the ‘For You’ page.
The For You page is a great way to discover new videos. TikTok will show you videos that it thinks you will be interested in.
4. Follow people who you are interested in.
When you follow people, you will see their videos in your For You page. This is a great way to stay up-to-date on the latest videos from the people you are interested in. Be warned, who you follow matters – don’t randomly follow accounts or your experience and feed may be very different to what you actually want to see.
Need more information?
TikTok’s search feature is a powerful tool that is redefining the way we search. It is making it easier for us to find information and to discover new things. This is a significant change that is having a positive impact on the way we use the internet.
As we mentioned, Google and Meta are scrambling to reform their platforms to accommodate this shift in user behaviour. It won’t be long until this content led search will be used wider afield.
Remember, if you don’t have any content on TikTok you might be missing out on traffic.
If you need more information or would like to learn how to implement a TikTok strategy, get in touch.
