What Are Suggested Searches?
Suggested searches are phrases and terms that appear in the search bar on TikTok as users begin to type. They are designed to autocomplete search queries by providing recommendations of popular, trending, and relevant search terms.
As a user starts typing a search term in the bar at the top of the TikTok app, a dropdown menu appears with suggested searches based on the letters entered so far. TikTok’s algorithm looks at current trends and common searches to predict terms users may be looking for (Source: https://www.tiktok.com/discover/tiktok-suggested-searches?lang=en).
The main purpose of suggested searches is to guide users to viral, timely, and popular content. By surfacing searches others are using, TikTok aims to connect people with the top videos and trends on the platform in real-time.
How TikTok Generates Suggested Searches
TikTok’s recommendation system generates suggested searches and content based on complex algorithms that analyze user activity data. As explained in TikTok’s support article, “The For You feed’s recommendation system selects videos from a large collection of eligible content and ranks them based on the system’s prediction on how likely you are to find a video enjoyable to watch” (source).
The suggested searches change frequently based on the latest trends and viral content. As new videos and sounds gain popularity on the platform, TikTok’s algorithms quickly pick up on these patterns and begin suggesting relevant searches to guide users to trending content (source).
In addition to trends, the suggested searches are also highly tailored to each individual user. TikTok analyzes the hashtags, sounds, effects, captions and other content that a user engages with in order to understand their interests and preferences. Over time, the suggested searches become more personalized as the algorithm continues learning what types of content each user is most likely to enjoy (source).
Types of Suggested Searches
TikTok’s suggested searches feature surfaces different types of trending content. Some of the main categories include:
Trending hashtags and sounds – TikTok analyzes trending hashtags and viral sounds across the platform and recommends searches related to these trends. Using hashtag and sound suggestions can help users discover popular memes, dances, songs, and more on TikTok.
Popular creators – The app suggests searches for top creators with large followings. Following suggestions for verified accounts and influencers can help users find more videos from these influential figures.
Viral video challenges – When hashtag challenges go viral on TikTok, the app promotes keyword searches around these trends. This surfaces videos related to the latest TikTok challenges.
Location-based suggestions – TikTok provides suggested searches tailored to a user’s location, highlighting top trends and creators in their area. These location-based recommendations help users engage with more locally relevant content.
Uses and Benefits
One of the primary uses and benefits of suggested searches on TikTok is that it helps users discover new content that they may be interested in. As users type into the search bar, TikTok’s algorithm looks at their previous activity and preferences to recommend relevant search terms. This allows users to easily find new videos, creators, sounds, hashtags, and topics to engage with (https://www.thundertech.com/blog-news/june-2022/tiktok-the-new-search-engine). According to TikTok, over 40% of users utilize the platform’s search features to find new content and products (https://insense.pro/blog/tiktok-search-engine).
Suggested searches are designed to keep users engaged on the platform by recommending content tailored specifically to their interests. Rather than having to come up with search terms on their own, the suggested searches prompt users with relevant ideas, making it easy to go down “rabbit holes” and consume more videos. This can lead to users spending more time on TikTok browsing through suggested content.
Additionally, suggested searches allow trends and viral content to spread rapidly on TikTok. As certain sounds, challenges, hashtags, etc. gain popularity, they will start appearing as suggested searches for a wider audience. This algorithmic promotion through suggested searches enables viral trends to reach large numbers of users very quickly (https://techcrunch.com/2022/08/09/tiktoks-latest-test-feature-aims-to-improve-search-capabilities/).
Criticisms
TikTok’s suggested searches feature has faced criticism around filter bubbles, privacy concerns, and potential for manipulation.
Some argue the algorithm can reinforce filter bubbles and echo chambers by only showing people content it thinks they will engage with, based on their previous activity. This can limit the diversity of ideas and viewpoints users encounter (source).
There are also privacy concerns due to the massive amount of data TikTok likely collects to fuel its algorithms and tailor suggested content (source). Some experts warn this data could be used to manipulate users.
Critics argue the opacity around how suggested searches work makes it impossible to fully understand the impact. There are concerns the algorithms could promote harmful or dangerous content without realizing it.
Impact on Content Creation
Suggested searches can have a significant impact on the type of content creators make on TikTok. The feature incentivizes participating in popular trends and challenges, as creators know this gives them the best chance of going viral and having their videos be seen by a wide audience. By making certain hashtags and keywords more discoverable, suggested searches allow new or smaller creators to tap into trends and reach audiences they may not have been able to before.
As this source points out, suggested searches make it easy for creators to identify what types of content are gaining traction and create videos optimized for discovery. This can lead to more derivative, trend-focused content as creators try to emulate what’s already popular. However, it also gives creators ideas they may not have thought of otherwise and allows them to put their own spin on viral content.
Overall, suggested searches have reshaped TikTok culture and changed incentives around content creation. Participating in the “For You” ecosystem via trends and challenges discovered through suggested searches now plays a major role in how creators try to gain views and followers.
Impact on Brands and Marketing
Suggested searches on TikTok can have a significant impact on brands and their marketing strategies. One of the main ways brands engage with suggested searches is by running paid ad campaigns to get their brand, products, or hashtag to appear as a suggested search for relevant keywords.
For example, a beauty brand can run a campaign targeting users interested in makeup tutorials and use an influencer hashtag in their campaign. This can get the brand’s hashtag to show up in the suggested searches for users looking for new makeup looks. Appearing in suggested searches gives brands visibility and discovery by new potential customers.
Monitoring suggested searches is also useful for brands looking to understand youth trends and culture. Studies have shown that what pops up in TikTok’s suggested searches reflects rising interests and trends. Paying attention to these can help brands identify opportunities to create content about trending topics and engage their community.
Overall, strategically leveraging suggested searches allows brands to organically appear before new audiences and stay on top of emerging trends – key marketing objectives on a platform like TikTok.
Parental Controls
TikTok offers some parental control options to limit suggestions for minor users under the age of 18. Parents can enable “Restricted Mode” which limits the appearance of inappropriate content in feeds and search results (TikTok support). There is also an option to disable suggested searches for teens ages 13-15 in the digital wellbeing controls.
However, many experts note limitations around the effectiveness of these controls. Suggested searches may still contain references to dangerous challenges, inappropriate content, or other concerning topics despite having restrictions enabled (NY Times). Parents are advised to have open conversations with teens about what they see on the app and closely monitor their activity and interactions.
Alternatives for Users
If users want to avoid TikTok’s suggested searches, there are a couple options:
First, users can turn off suggested searches entirely in their settings. According to TikTok’s help content, going to Settings > Privacy > Suggested searches and toggling it off will remove suggested searches from appearing (source). This will completely disable the feature.
Second, users can rely more on their For You Page (FYP) for video recommendations instead of using the search bar. The FYP provides personalized recommendations based on users’ interactions, so the content should better match their interests (source). The FYP acts as a more customized alternative compared to broad suggested search terms.
While suggested searches aim to help users discover new content, those unhappy with the recommendations have options to take more control over their TikTok experience.
The Future of Suggested Searches
TikTok’s suggested searches feature is still relatively new, so it will likely continue evolving in the future based on user feedback and utilization data. Some potential changes and developments include:
Improving diversity of suggestions – TikTok may look to diversify the searches suggested to each user, reducing echo chambers and exposing people to a wider range of content and perspectives. This could help mitigate some concerns around radicalization.
Stronger integration with ecommerce and advertising – As TikTok expands its ecommerce capabilities, suggested searches may become more optimized to drive product discovery and sales. Brands may also be able to promote searches and videos through ads.
User customization – TikTok could allow users to filter certain search suggestions or train the algorithm on their preferences over time. Giving users more control over what searches are suggested to them could improve the experience.
Parental controls – Enhanced parental control settings related to search suggestions may help ensure minors are not exposed to inappropriate or harmful content via TikTok’s recommendations.
Overall, TikTok will likely refine suggested searches to balance user personalization with safety, community guidelines, and business objectives. The feature has significant potential for improving content discovery if developed thoughtfully over time based on user feedback.
