Is TikTok becoming the new generations’ Google?
With its unique algorithm and massive user base, TikTok has become an essential platform for brands looking to engage with younger audiences. However, many brands still underestimate the power of TikTok’s search function and its potential for Search Engine Marketing (SEM).
In this post, we will explore how TikTok’s search engine works, why incorporating SEM strategies into TikTok content is crucial for brands, and an example of a brand successfully leveraging these strategies.
While TikTok is often associated with the For You Page (FYP)—the endless feed of recommended videos curated by TikTok’s algorithm—the platform’s search function is quickly becoming a powerful discovery tool for users and marketers alike.
TikTok’s search function operates similarly to traditional search engines like Google, where users can type in keywords or phrases to find specific content. When users enter a query, TikTok’s algorithm pulls up relevant videos, creators, sounds, and hashtags related to the search. The algorithm considers factors like:
Similar to Google SEO, keywords are vital on TikTok. When users search for something like “summer skincare routine” or “best hiking spots,” the videos that use these keywords in their captions, descriptions, and even audio will rank higher in search results.
For brands, this represents a massive opportunity. By strategically using relevant keywords in TikTok posts, brands can significantly increase the discoverability of their content—not just through the FYP, but also through organic search within the platform.
Traditionally, SEM (Search Engine Marketing) refers to paid efforts to appear higher on search engine results pages, but TikTok allows brands to utilize both organic and paid SEM strategies. Here’s why every brand on TikTok should focus on integrating SEM:
TikTok isn’t just for entertainment anymore—it’s increasingly being used as a search engine, particularly by Gen Z. Recent studies have shown that Gen Z often turns to TikTok or Instagram to search for products, tips, or reviews rather than Google. For example, searching for “best skincare products for acne” or “easy home workout routine” on TikTok yields a range of useful, bite-sized video content.
As more users start treating TikTok as a search engine, brands need to optimize their content for search queries. Incorporating SEM strategies like keyword research, targeted hashtags, and strategic use of trending sounds helps ensure that your content surfaces when potential customers are looking for your product or service.
By optimizing your TikTok content for search, you can greatly increase your brand’s discoverability. While the FYP can be unpredictable and reliant on TikTok’s ever-evolving algorithm, search allows you to target users with intent. These are users actively searching for solutions, product recommendations, or how-to content, making them more valuable leads.
For example, a fitness brand that creates videos with the right keywords—like “beginner home workouts” or “quick 10-minute abs”—can appear in searches related to those terms. This enables brands to capture highly relevant traffic and potentially convert them into customers.
Searchable content has a longer lifespan on TikTok. While videos on the FYP can go viral and then quickly fade away, content that’s optimized for search continues to show up in results long after it’s posted. Brands that consistently incorporate SEM practices into their TikTok posts benefit from sustained visibility and engagement over time, turning viral spikes into a more reliable stream of views and interactions.
TikTok’s search function enables brands to dominate niche markets through targeted content. By focusing on long-tail keywords (usually three to five words long) and less competitive search terms, smaller brands or those in specialized industries can carve out a space for themselves. For instance, a local skincare brand can rank for niche keywords like “organic acne solutions” or “best cruelty-free skincare routine” and compete with bigger names that may not be targeting these specific terms.
Now that we’ve established why TikTok SEM is crucial, let’s look at some practical steps to integrate it into your TikTok marketing strategy:
One brand that excels at incorporating SEM into its TikTok strategy is Fenty Beauty. Fenty regularly optimizes its posts by using targeted hashtags and trending sounds, but it also takes advantage of TikTok’s search function by including highly relevant keywords in captions and descriptions.
For example, when Fenty Beauty launched their skin tint product, they made TikTok videos showcasing the product’s features and incorporated keywords like “light coverage foundation,” “natural glow,” and “everyday makeup look” in the captions. By doing this, they ensured their content was searchable for users looking for these specific attributes in makeup products.
In addition to organic content, Fenty Beauty also runs paid SEM campaigns, targeting beauty-related keywords and promoting their hashtag challenges, increasing their overall visibility on the platform.
TikTok is evolving into a powerful search engine, and brands that want to stay ahead must adapt by incorporating SEM strategies into their TikTok marketing efforts. By optimizing content for relevant keywords, hashtags, and sounds, brands can improve their discoverability, capture more targeted traffic, and ensure long-term visibility on the platform.
By following the lead of successful brands like Fenty Beauty, companies can effectively leverage TikTok’s search function and transform it into a valuable tool for growth and engagement. If you’re ready to jump headfirst into TikTok, contact our team at Random today!
