The growing use of social media platforms as search engines has been going on for a while – but a recent study by Adobe suggests a particularly significant shift in the past two years.
Almost 50% of US consumers now use TikTok as a search engine, a nearly 20% increase since 2023. And the younger the user, the more likely they are to use TikTok as a search engine.
What are users searching for? New recipes, DIY tips, beauty advice, new music, product recommendations, workout routines, new restaurants, fashion advice, movie recommendations, new products and services.
Also interesting is TikTok’s recent introduction of Local Feeds, making it easier for users to discover small businesses and local shops based on their location. This also means that artists partnering with local businesses on events can more easily reach those users.
How to leverage TikTok’s search engine?
Integrate highly-searched formats. Consider posts in the vein of how Charli XCX talks about movies, Hilary Duff shares her favourite bagel in NYC, or Saw Tooth Wave flipping eggs to his song instead of lip syncing.
Assess artist analytics. Within TikTok Studio, you can even see what your artist’s audience has searched for specifically. Use this as inspo for your artist’s content and adding relevant keywords.
