TikTok Search: Reaching TikTok's 16 Million Search-Driven Users

TikTok is no longer just about watching catchy short-form videos; it’s becoming a go-to platform for information search. 57% of TikTok users are now using the app's search function to find everything from tutorials and product reviews to trend inspiration. Interestingly, almost 10% of Gen Z users actually prefer TikTok for searches over traditional search engines like Google. With 16 million users in the UK alone, TikTok offers brands a growing, highly engaged audience.

To leverage this shift, TikTok recently introduced search ads, allowing advertisers to place content directly in search feeds based on specific keywords. As competition in TikTok search results grows, brands will need to develop keyword strategies to increase visibility and capture search-driven users. Let’s explore how brands can fine-tune their TikTok content to make sure it’s discoverable by the right audience.

What are the TikTok search ranking factors?

While great content is still king, improving the relevancy of your posts can play a big role in increasing discoverability on TikTok. Content with high engagement—likes, comments, shares—ranks higher, but not every post can go viral. That’s where having a smart keyword strategy comes in.

TikTok uses several factors to assess a video’s content and relevancy, such as:

• On-screen text

• Trending hashtags

• Sound clips

• Captions

  
  

By optimizing these elements with keywords, brands can better align their content with user searches.

Step 1: Where to conduct keyword research on TikTok?

Keyword research is key to getting your content in front of the right people on TikTok. Here are a few tools and techniques to help identify relevant keywords:

• TikTok Keyword Insight Tool: This tool provides related hashtags and keywords to help you better target your audience.

• Search Bar Suggestions: Type your main keywords into TikTok’s search bar, and look at the auto-suggestions to see what other terms users are looking for. Adding phrases like “How to [keyword],” “Top [keyword],” or “[keyword] vs” can help uncover additional popular searches.

• "Other Users Searched For": This feature in search results shows related queries that other users have searched, providing even more ideas.

• Traditional Keyword Tools: Tools like SEMrush and Google Keyword Planner can also provide valuable insights for building a strong keyword foundation.

Step 2: How to integrate Keywords into Your TikTok Content Strategy?

Once you’ve identified the priority keywords, it’s time to work them into your TikTok posts. Here are some best practices for TikTok SEO:

• Add Keywords Strategically:

  • Use keywords in captions, on-screen text, and hashtags (aim for 3-5 relevant hashtags per post).

  • Avoid keyword stuffing; naturally integrate them to enhance discoverability.

• Optimize Your Profile:

  • Include relevant keywords and hashtags in your bio to make it easier for users to find your profile when searching related topics.

• Consider TikTok Search Ad Campaigns:

  • Search ads are a new feature on TikTok that can help boost your visibility on the platform, especially for brands just starting to build an audience.

What is next for TikTok search?

While there’s no replacement for creating engaging, high-quality content on TikTok, having a strong search strategy can ensure your videos are discoverable as TikTok continues to grow as a search platform. By incorporating keywords, using hashtags thoughtfully, and optimizing your profile, your brand can maximize its reach and make a lasting impression on TikTok’s massive user base.