When you start typing a search query in the TikTok search bar, you’ll notice search suggestions popping up below. These search suggestions are designed to help guide users to relevant content quickly. But how exactly does TikTok generate these search suggestions? Here’s an overview of how the TikTok search suggestion algorithm works.
Analyzing User Search Behavior
The main input for generating TikTok search suggestions is analyzing what users are searching for on the platform. TikTok closely monitors search queries entered by users in the app and desktop site. This gives them insight into the most common search terms and phrases used on TikTok.
Beyond just tracking raw search volume, TikTok also analyzes things like:
- Trending searches – Queries seeing rapid growth
- Top searches – Most popular queries overall
- Long-tail searches – More specific multi-word queries
- Regional searches – Popular queries by country/language
By categorizing searches like this, TikTok can identify both high-volume searches as well as up-and-coming queries to suggest.
Leveraging Hashtags and Captions
In addition to search queries, TikTok also analyzes the hashtags and captions used in TikTok videos. Hashtags in particular are very influential for generating search suggestions.
If TikTok notices a hashtag gaining traction, they’ll start suggesting searches related to that hashtag topic. For example, if #TikTokDance starts trending, you may see “tiktok dance” pop up as a search recommendation even if users haven’t searched for that exact phrase yet.
Captions on popular TikToks also provide clues for relevant searches. If a top video has a caption like “Trying the new TikTok burger recipe!”, TikTok might suggest searching for “tiktok burger recipe” to direct users to that video and others like it.
Factoring In Current Events and Trends
TikTok also takes into account real-world events, trends, and holidays when generating search suggestions. This helps surface timely, relevant search recommendations.
For example, around major holidays you’ll notice related search terms appear. On Thanksgiving, terms like “thanksgiving recipes” and “friendsgiving ideas” frequently show up. During big pop culture events like the Super Bowl, searches around those topics spike.
Staying on top of the news cycle and anticipating trending topics allows TikTok to recommend searches that align with users’ interests and curiosity in the moment.
Personalization Based on Interests
For users who are logged into TikTok, their search suggestions also factor in some level of personalization based on the types of content they view and engage with in their main feeds.
TikTok determines users’ interests based on the videos they like, share, and follow. Then search suggestions can be tailored to align with those inferred interests.
For example, if you primarily view cooking and food-related content, TikTok might show cooking-themed searches higher up in your suggestions compared to other users.
Analyzing Autocomplete Suggestions
In addition to analyzing actual searches, TikTok also tracks which autocomplete suggestions users click on when searching.
If one partial search term leads to users frequently clicking a certain suggestion, TikTok will start prioritizing that suggestion for anyone searching that term. This provides positive reinforcement for suggestion relevance.
For example, if “tiktok dance” autocompletes to “tiktok dance challenge” and users often click that, it will start appearing higher regardless of search volume for that specific phrase.
Suppressing Irrelevant, Dangerous, or Abusive Search Suggestions
While TikTok wants to provide relevant, useful search recommendations, they also filter out certain types of inappropriate or dangerous suggestions.
TikTok’s policies forbid suggesting searches that are irrelevant, violate their community guidelines, or could lead to harmful real-world consequences.
Some examples of search terms they aim to suppress include:
- Explicit/pornographic searches
- Harassment targeting individuals
- Dangerous challenges or hoaxes
- Misinformation or conspiracy theories
- Spam/bot-related keywords
By curating search suggestions in this way, TikTok aims to provide a more positive, safe search experience.
The Role of TikTok’s Search Engineers
While TikTok’s search algorithm plays a key role, human insight is also important for improving search relevance.
TikTok employs search engineers and data scientists who work to refine search performance. Some of their responsibilities include:
- Analyzing search data to identify areas for improvement
- Adding new keywords/phrases to suggest based on rising trends
- Reviewing algorithmic suggestions to remove inappropriate terms
- Constantly optimizing relevance of search ranking
By combining automated algorithms with human oversight, TikTok can adapt search to stay current as trends change.
The Importance of Mobile Optimization
One unique aspect of TikTok compared to other search engines is its mobile-first nature. Most TikTok usage happens on smartphones.
As a result, TikTok prioritizes search suggestions that make sense for mobile keyboards and smaller screens. Some examples include:
- Focusing on shorter, popular keywords vs. long phrases
- Favoring single words/terms as opposed to full sentences
- Suggesting hashtag searches since they are commonly used on mobile
Optimizing for the constraints of mobile devices improves the convenience of searching on TikTok while on-the-go.
The Role of Sponsored Search Results
In addition to organic search suggestions, TikTok now also includes sponsored search results mixed into the suggestions.
Brands and advertisers can pay to promote search terms relevant to their business. This will insert their brand name, product, or service into the search recommendation list.
Sponsored recommendations are marked with a small “Sponsor” tag so they can be differentiated from TikTok’s native search suggestions.
The launch of paid search ads opens up a new way for brands to get discoverability on TikTok via strategic search optimization.
Why Accurate Search is Important for TikTok
Providing relevant, useful search suggestions is a priority for TikTok for a few key reasons:
- Helps users discover new accounts and trends they love
- Drives engagement and time spent in the app
- Surfaces high-quality content from creators
- Sets TikTok apart from competitors
Improving search is also important as TikTok expands beyond just entertainment. Searches around topics like education, cooking, and fitness need to yield good results to support those use cases.
Overall, a seamless search experience is critical for keeping TikTok users happy and engaged with the platform.
The Future of TikTok Search
As TikTok continues rapid growth, we can expect ongoing innovation in its search capabilities.
Some potential developments include:
- More personalized search based on user interests
- Faster processing of trending searches
- Expanded language support
- Queries that combine text and images/video
- Voice search
TikTok has already evolved search in its short lifespan. And as the amount of content and users continues multiplying, search will only become more important for connecting people with videos they love.
