Did you know that TikTok is no longer just about viral dances and trending memes? It’s now reshaping the way people search for information online, presenting exciting opportunities for marketers to expand their SEO strategies.
At Gekkoshot, a digital marketing agency in Belfast, we’ve been keeping a close eye on how TikTok, the once-controversial video platform, is evolving into something much bigger – a legitimate search engine. For younger generations especially, TikTok is increasingly becoming the first port of call when they want to search online
According to a recent study, TikTok now ranks as the fourth most-popular search engine for digital natives, just behind Google, YouTube, and Bing. Nearly one in 10 Gen Zers are more likely to use TikTok over Google for search purposes. This shift highlights TikTok’s growing influence in shaping how people discover information and interact with content.
While TikTok’s influence is undeniable, can it truly compete with Google’s dominance in search? And should marketers seriously consider it as part of their SEO strategies?
Let’s dive into the details:
- How did TikTok become a search engine?
- What are TikTok’s key search features?
- What is TikTok’s future as a search engine?
- How are marketers responding to TikTok’s search evolution?
- Why looking beyond Google and TikTok matters for SEO?
How Did TikTok Become a Search Engine?
TikTok’s success as a search tool comes from its broad appeal and ability to adapt. While Gen Z makes up around 40% of its users, it’s not just for younger people—one in five users are aged between 40 and 49.
TikTok’s flexibility in keeping up with digital trends has also helped it evolve. For example, a UK marketing campaign showed how TikTok could be used for more than just entertainment. Featuring influencers like Hardest Geezer (running the length of Africa) and MadeWithMud (a pottery enthusiast), the campaign highlighted TikTok’s value for finding information and discovering content. The campaign was promoted everywhere—from TV and social media to radio, podcasts, and outdoor ads—showing that TikTok is much more than a platform for viral dance videos.
TikTok’s Key Search Features
Here’s a closer look at some of TikTok’s innovative search features:
- Discover Page:Personalised recommendations based on interests and browsing history.
- Hashtag Search: Enables users to find content tied to specific hashtags like #aesthetic or #howto.
- Keyword Search:TikTok’s algorithm analyses captions, profiles, and metadata to deliver relevant results—key for crafting SEO-friendly content.
- Sound Search: Lets users find content by searching for specific audio clips or songs.
- User Search: Easily discover new creators or revisit favorite accounts.
- Trending Searches: Highlights trending hashtags, sounds, and challenges for exploration.
- In-App Search Bar: Provides a streamlined way to search for trends and topics directly within the app.
- Advanced Filters: Refines search results by criteria such as video type, duration, or upload date.
What Does the Future Hold for TikTok as a Search Engine?
TikTok’s rapid rollout of advanced search features has made it a powerful platform for visual SEO.
Did you know that video-based search results have a 41% higher clickthrough rate than text-based ones? This makes visual search—where users find content, information, or products through videos or images—a key part of modern SEO strategies. It’s no wonder many younger users see TikTok as an essential search engine.
The Hype Around TikTok as a Search Engine
There’s no denying that TikTok is excelling as a visual search platform, but can it truly rival Google in the future?
Google’s Senior VP Prabhakar Raghavan sparked discussion when he revealed that nearly 40% of Gen Zers prefer TikTok or Instagram over Google for search. While this statistic has fueled speculation, it’s important to note that TikTok and Instagram are grouped together in this figure.
The question remains: Can TikTok’s growth as a search engine keep pace with its larger, more established competitors like Google? Only time will tell.
How Are Marketers Responding to TikTok’s Search Evolution?
Opinions on TikTok’s role as a search engine are mixed. Many marketers view it as a valuable tool for content discovery, while others argue its limitations—such as platform-only results—make it less versatile than traditional search engines.
At Gekkoshot, our social media specialists have been closely analysing how TikTok is evolving beyond entertainment into a search-driven platform. Our team, with years of experience in digital marketing and SEO, has helped businesses optimise their content strategies across multiple platforms, including TikTok.
For marketers, TikTok offers a unique opportunity to engage audiences with visually compelling and value-driven content. But it’s important to think of TikTok as part of a broader search strategy rather than a replacement for Google.
Beyond Google and TikTok: A Balanced Search Strategy
Instead of framing the search landscape as a “Google vs. TikTok” debate, smart marketers focus on diversification. Understanding the algorithms of Google, YouTube, and TikTok allows businesses to create a multi-channel SEO strategy that maximises reach and engagement.
Keeping an Eye on TikTok’s Future
Recent developments, such as the U.S. government’s concerns over TikTok’s security and potential bans, make it a platform worth monitoring closely. While its future in some markets may be uncertain, TikTok’s adaptability continues to solidify its place in the digital space
At Gekkoshot, we’re committed to helping our clients navigate their SEO campaign to improve their online presence. Whether you’re optimising for TikTok, Google, or emerging platforms, we’re here to help you stay ahead of the curve.
Want to optimise your search strategy for TikTok and beyond? Let’s talk
