Why Use TikTok as a Search Engine & What Businesses Can Do

Over 2 in 5 Americans use TikTok as a search engine, according to a 2024 Adobe survey. Here’s what businesses can do to boost their content’s visibility and take advantage of TikTok’s potential.

TikTok is not just dominating the short-form video scene; it is also increasingly evolving into a preferred choice for a search engine, according to a recent US-focused study conducted by Adobe.

In this study, Adobe surveyed 808 consumers to unveil the growing trend of TikTok’s usage as a search engine. Insights were also gathered from 251 business owners to determine how they adjust their social media marketing approaches to align with TikTok users’ search behavior.

Let us take a closer look at the emerging TikTok search trends and assess the effective strategies businesses can use to maximize TikTok’s potential, from being a source of entertainment to a helpful search tool.

Why Do People Use TikTok as a Search Engine?

TikTok is redefining how users search for information they need or topics they want to learn more about, including new recipes, music, and DIY tips. In fact, 41% of consumers, most of whom are younger generations, have used TikTok as a search engine.

49% of the said population are millennials, or those born between 1981 and 1996. Meanwhile, 64% are Gen Zers, or those born after 1996, with 1 in 10 Gen Zers more inclined to use and rely on TikTok than Google.

The question now is: What makes TikTok search more appealing?

According to the surveyed American consumers, the short and informative videos, personalized content, and unique storytelling format are the main factors. Of the respondents who use TikTok as a search engine, 62% enjoy watching TikTok video tutorial content the most, followed by product or service reviews (39%) and personal stories (38%).

How Do Businesses Use TikTok?

Businesses have made necessary adjustments in their marketing strategies to broaden their customer reach, especially when their target markets are millennials and Gen Zers.

Of the 251 surveyed business owners, 54% have incorporated TikTok into their strategies, with the goal of posting nine times per month on average. In fact, they allocate 15% of their marketing budget for creating TikTok content, prioritizing creative tangential content related to their products, product or service reviews, personal anecdotes, and trending memes or challenges.

Research also showed that business owners have ventured into affiliate and influencer marketing, with 1 in 4 small businesses working with TikTok influencers for product sales and promotions. Moreover, more than half of the respondents plan to invest more in TikTok affiliate marketing in 2025 to generate more leads and maximize their sales.

What TikTok SEO Strategies Should You Use?

Fully adapting to TikTok marketing comes with specific challenges. Besides aiming to consistently create high-quality TikTok videos that appeal to your target audience and stay true to your brand messaging, boosting engagement rates is also a significant setback for businesses.

After all, marketing on TikTok does not end on uploading a short-form video. Instead, there are specific TikTok SEO strategies that you should follow, too. Here are some strategies to tap the power of TikTok search.

Use Relevant Keywords in Captions

Identify the appropriate keywords your target audience searches for and add them to your captions. Ensure that your captions are inserted naturally and do not look forced.

Include Text in Videos

After identifying relevant keywords, add them to the subtitles or overlays in your videos. This step is essential because TikTok’s algorithm can detect text in videos and consider them when generating search results. Moreover, having text in videos helps viewers understand your message even when watching without sound.

Align Content With Your Business

Making sure your content matches your business or profile theme pushes TikTok’s algorithm to bring your videos to your target audiences. Moreover, it solidifies your branding and messaging, allowing you to attract more potential patrons on TikTok.

Post and Engage Consistently

Engaging with your audience and posting new videos regularly tells TikTok’s algorithm that your account is active. This practice is highly recommended as it serves your audience and can make your content more visible.

Add Strategic Hashtags

Like in other social media platforms, incorporating hashtags is necessary as they help your videos reach your target audience. However, be sure to add a variety of general, trending, and niche hashtags to cater to both your intended and the general audience.

Incorporating these TikTok SEO practices into your strategy will make your content discoverable and more appealing, enhance your overall TikTok presence in the long run, and overcome crucial SEO challenges.

Want to Take Advantage of TikTok’s Search Capabilities?

Lumenvo can help you maximize your potential with TikTok. From creating your account to curating content and optimizing it for TikTok search, our marketing and design teams are ready to take on the task. Let us know how we can work together!