The Rise of TikTok Search

TikTok is reshaping what “search” looks like. 64% of Gen Z and 49% of millennials have used TikTok as a search engine. One in ten Gen Z users prefers it over Google for certain queries.

TikTok is changing to help people search better. Now, the app shows little bits of info from Wikipedia about people, places, and events. It also gives ideas for what to search next.

These small updates make TikTok feel less like just a video app and more like a place to find real answers.

The Big Steps That Changed TikTok Search

TikTok did not become a search app in one day. It added many new tools that made searching stronger.

• Aug–Oct 2023: Search Ads: TikTok enables brands to put ads inside search results. Later, it was renamed Automatic Search Placement. This showed TikTok wanted to make money from searches.

• Sep 2023: Google Test: In some places, TikTok added a small box that said “Open on Google.” This showed TikTok wanted to help users make searches.

• Mar 2024: Creator Search Insights: TikTok’s Creative Center is a tool to see what people were searching for most.

• Sep 2024 → 2025: Search Ad Campaigns: TikTok made an ad tool where brands could choose special keywords, set bids, and control their budget, just like Google Ads.

• Longer captions (2,200 characters): TikTok lets users write much longer captions. This made videos easier to find in search, almost like web pages, much like catching the latest TikTok trends.

What People Are Searching for on TikTok

People use Google to check facts. But they use TikTok to see and feel the answer. Most searches on TikTok are about real life and things people do every day.

• Finding Places Nearby

Young people search for things like “best ramen near me” or “cafés in Paris.” They like seeing short videos of food and places instead of just reading reviews. Watching someone enjoy the food feels more real than just looking at star ratings.

• How-to and Lifestyle Tips

Beauty tricks, quick recipes, home hacks, workout ideas, and travel tips are super popular. Instead of reading a long blog, people want a short video showing them exactly how it’s done.

• Products and Reviews

TikTok connects to its Shop, so people search things like “is this product good?” or “best cheap tripod.” They like seeing real reviews from other people before they buy.

Why This Change Matters for Creators and Businesses

TikTok is no longer just about chasing the newest dance or funny trend. Creators can now make videos that answer questions people search all the time, like “how to style curly hair” or “best cafés in Lahore.”

These videos can keep showing up for weeks or even months after posting.

Shops, restaurants, beauty brands, travel companies, and more are finding new customers through TikTok Search.

When someone types “best vegan brunch near me,” they’re not just looking for fun; they’re ready to buy or visit.

The Playbook for Marketers Winning on TikTok Search

So, how can you show up when Gen Z types something into TikTok? It’s about making smart choices when you create and share your videos.

1. Make Videos Easy to Find

Use the same words people type. Say them in your video, write them on the screen, and put them in the first line of your caption. This can help you get more views on TikTok.

Example: if people search “best skincare for acne,” start your video by saying those exact words.

2. Use TikTok’s Tools

In 2024, TikTok made Creator Search Insights. This tool shows what people are searching for most. Use it to get ideas for videos people already want to see.

3. Try Ads to Get More Reach

TikTok’s Automatic Search Placement lets you show ads to people searching. Later, you can use Search Ads Campaigns to pick the right words, set a budget, and control how your ads show up.

4. Make Videos Clear and Real

TikTok rewards videos that give clear answers. Show the steps, maps, prices, or proof right on the screen.

You can also add extra notes in the caption, pin a comment, or make a reply video.

5. Check the Correct Numbers

Don’t just count likes. Watch for:

• How often does your video show in search

• How long do people watch after search clicks

• Saves and favorites (means they found it useful)

• Comments like “I found this in search”

• Extra views on Google (TikTok videos now also pop up in Google search!)

TikTok vs. Google: When to Use Each

TikTok Search is not here to replace Google. They work best in different ways, and smart creators know when to use each one.

When TikTok is better:

• Tutorials & demos. Want to learn how to cut bangs or use a tripod? A short video shows it fast.

• Local vibe checks. Searching for “best coffee in Barcelona” feels better with real videos of cafés than just words on a website.

• “Best of” lists. Skin care tips, travel hacks, or shopping lists are easier to follow in video form.

• Quick comparisons. A 30-second clip showing two products side by side is much faster than reading a chart.

When Google is better:

• Important facts. For health, history, or serious topics, Google is more detailed and trusted.

• Big shopping details.For full product lists, specs, and comparisons, Google wins.

• Rules & info. Store hours, return policies, or government info are best on Google.

• Deep research. TikTok is great for quick answers, but not for long reading or full research.

What’s Next for TikTok Search

TikTok Search is growing fast and keeps changing. This means new chances to win.

• AI-powered results will layer summaries on top of creator content.

• Local discovery tools like Nearby and Places could turn TikTok into a city guide.

• More creator insights will make TikTok SEO as measurable as Google SEO.

TikTok is rewriting what search looks like for the next generation. Treat every video as both entertainment and a searchable asset.