TikTok, the app that shot to stardom during the 2020 pandemic and hasn’t slowed down since. As one of the fastest-growing platforms on the market, it’s no surprise that its creators have leveraged this success and made the app more meaningful than a place to post dancing videos. Now, TikTok is trusted by millions, to the extent of the app being used as a sole news source, an e-commerce shopping experience, and now as a search engine. Yes, Google is now facing a prime contender for the most-used search engine. It’s estimated that 80% of Gen-Z note TikTok as a reliable source of information. Creators from all fields have created communities online, so if you’re looking for nutritional expert advice or tips on how to fix your car, you can guarantee your search results will showcase a step-by-step tutorial on how to resolve the issue.
1. The Rise of TikTok as a Search Engine
Once seen purely as an entertainment app, TikTok has naturally evolved into something much bigger. With over 1 billion monthly users and counting, it’s no surprise that people are turning to TikTok not just to be entertained but to be informed. Whether it’s skincare routines, restaurant reviews, or travel guides, TikTok has quietly become the first stop for curious minds. And it’s not by accident. The way users interact with the app through constantly swiping, engaging, and searching has created the perfect environment for a search engine to emerge. One that feels intuitive, fresh, and wildly tailored to your interests.
2. How Creators and Brands Can Optimise for TikTok Search
Optimisations are not limited to your website anymore. So, if you want your video content to be seen, you need to view TikTok’s algorithm as a search engine. This does not mean plastering masses of content onto your video, but rather being clever with your keyword inclusions, voice-overs, and onscreen text inclusion. Another sneaky hack businesses are using is reducing a large copy of text with keyword mentions to the smallest size (undetectable). TikTok will still be able to ‘crawl’ these keyword mentions and recognise its purpose. TikTok also has a voice-to-text generator, allowing users to both listen to and read what they’re saying (and so will TikTok). It also means understanding what your audience is searching for and creating content that directly addresses those needs. Utilise TikTok’s Creator Search insights to see what the top searches are currently for your industry.
Keep your videos clear, engaging, and informative, as this not only helps with visibility but also with credibility. The more your content resonates, the more likely it is to show up in search.
3. Potential Challenges & What to Watch Out For
Of course, with any digital trend comes a few caveats. One of the biggest concerns around TikTok search is misinformation. For businesses, this can be particularly challenging if the conversations turn against an industry, product or service that you offer. Rest assured that there are hundreds of communities on TikTok; however, you just need to be certain that your videos speak to the right one. The pace of change on the platform is rapid. What’s trending one week may be irrelevant the next, so staying on top of search trends and adapting quickly is key. There’s also a risk of trying too hard to go viral and losing authenticity, something TikTok users can spot a mile away.
4. Future of Search: What TikTok Means for Google and Beyond
The shift in search behaviour is undeniable. Younger generations are more likely to type “best restaurants in London” into TikTok than into Google to gauge an introductory experience through their screens. It’s a major signal that the way we discover information is evolving. Short-form video is now the norm, and we are beginning to see the likes of Google showing TikTok videos for certain search results. This collaboration from Google is surprising; however, it shows their ability to move with the times and cater to the preferences of the modern search engine user. The future of search is social, visual, and algorithmically personal.
5. Working Potential
TikTok’s rise as a search engine creates diverse job opportunities, especially for TikTok SEO specialists and niche content creators who can optimise video for discoverability. This also benefits service providers like immigration lawyers seeking to reach clients through localised searches. New roles emerge in community management and trend forecasting, requiring skills in visual content and algorithm understanding for career growth.
Conclusion
TikTok is no longer just a place for trends, memes, and dance challenges—it’s a full-fledged search engine powered by the people who use it daily. If you’re a business, creator, or marketer, the time to pay attention is now. Optimising your presence on TikTok could be the difference between staying relevant and falling behind. So start treating TikTok like the powerful discovery tool it is. Whether you’re an immigration lawyer looking to attract potential clients or an e-commerce brand, there is space for you to grow on this lucrative platform.