TikTok has quickly become one of the top platforms that people are turning to in order to find information, products, and services. The short-form video app allows users to easily search and discover content, making it an attractive alternative to traditional web search engines like Google.
TikTok’s Algorithm Shows You Relevant Content
One of the main reasons why people are using TikTok as a search engine is because of how its algorithm works. TikTok’s “For You” page is highly personalized and tailored to each user based on the types of videos they watch, engage with, and follow. This means the app’s algorithm gets better at serving you content you’re likely to be interested in the more you use it.
Unlike on many other social platforms, you don’t have to follow accounts on TikTok to see their content. The app’s recommendation system analyzes your viewing behavior and preferences to populate your For You feed with relevant videos – essentially doing the discovering and searching for you. So the more topics and content you view on TikTok, the better it gets at showing you videos related to your interests and search intents when you open the app.
TikTok is Oriented Towards Discovery
While many major social platforms focus on connecting you with people you already know, TikTok is designed first and foremost around discovering new content and accounts. The entire user experience is centered on helping you find and consume entertaining short videos across a massive range of topics and categories.
This makes TikTok uniquely optimized for search and discovery compared to networks like Facebook or Instagram. When you open TikTok, you’re immediately presented with a endless stream of new videos to watch and engage with based on what you like. So it’s easy to go down “rabbit holes” around your interests, discovering new content and accounts along the way – just like you would on a search engine.
Short Videos Get Straight to the Point
TikTok videos tend to be short, snappy, and to-the-point. Most videos are 15 seconds to 1 minute long. This condensed video format allows creators to share knowledge, tips, product reviews, and more in a very direct and digestible way.
So instead of having to read through long articles or watch 5-10 minute YouTube videos, TikTokers can learn about a topic or find what they’re looking for very efficiently. The quick videos let you gather lots of information and easily discover new things in just a few minutes of browsing.
You Can Easily Search for Specific Content
In addition to its recommendation-based For You feed, TikTok also offers powerful search capabilities. You can search for specific words, hashtags, sounds, users, and more both on the search page and via the search bar at the top of your For You feed.
So if you’re looking for videos about a certain topic, product reviews, or want to find creators who make content around something specific, you can easily search for it on TikTok and immediately find a wealth of short videos providing the information you’re looking for.
Influencers Are Mass Adopting TikTok
Influencers, creators, businesses, and brands across all categories and niches have flocked to TikTok over the past couple years as it’s grown to over 1 billion monthly active users. These accounts are using TikTok to directly engage their target audiences through short, fun, and useful videos.
This influx of influencers now using TikTok as their platform of choice has provided users with an extremely robust and diverse set of content. No matter what topic or category someone is interested in, there are likely many popular TikTok accounts creating videos around it. This makes discovering high-quality niche content as easy as using the search bar.
TikTok is Leading Entertainment and Culture Trends
Beyond just being an entertainment app, TikTok has developed into the platform consistently driving the viral trends that permeate culture. Dances, songs, memes, challenges, and more gain incredible momentum on TikTok that then spread through the mainstream.
So people wanting to stay on top of the latest crazes and pop culture moments are increasingly turning to search TikTok. Scouring the app lets users quickly find the origin and compile the trending content around emerging viral sensations before they blow up everywhere else.
You Can Shop for Products on TikTok
Ecommerce and shopping have become massive components of TikTok. Creators make dedicated video reviews and recommendations for products across every category imaginable. In addition, ads from major brands and online retailers appear between videos in people’s feeds.
Rather than searching Google or Amazon for what to buy, TikTok has evolved into a go-to product discovery engine for many users – especially younger audiences. They can watch TikTok reviews to easily research and find the best products to purchase.
It’s Faster Than Web Browsing
Despite all of Google’s refinements to provide more immediate answers to queries, searching the open web still requires you to click links, read through multiple pages and sites, and synthesize information from various sources.
In comparison, TikTok delivers bite-sized, easily digestible video content to you seamlessly within its interface. The naturally faster consumption and ability to quickly amass knowledge across topics makes TikTok feel like a simpler yet still effective search engine for many use cases.
TikTok Offers Unique User Generated Content
YouTube has long dominated as the leading video platform, but most of its popular content comes from established creators and media companies. In contrast, TikTok offers a uniquely massive hive of authentic, raw user generated video content.
Much of the appeal around searching TikTok stems from this perception of finding more real, unfiltered videos created by regular people sharing their genuine reactions, thoughts, and knowledge. The app provides a direct line of access to this type of one-of-a-kind user generated content.
The For You Page is Extremely Addictive
The TikTok experience is designed to keep you endlessly scrolling and watching more videos. The non-stop stream of short, entertaining, and relevant videos triggered by its recommendation algorithm leads to extremely high engagement and addiction.
People are driven to continue consuming more and more content on the app. And the most convenient way to trigger that reward of new engaging videos is to perform a search – adding more signals for the algorithm to customize your For You feed and keep you hooked.
TikTok Features Enable Discovery
In addition to its core design and video format, TikTok offers a range of discovery-focused features that aid search.
Hashtags help users follow specific topics and find related content. Stitching lets you append your own video to someone else’s and share it as a new piece of content. Duets enable you to create a two-person, react-style video by recording alongside someone else’s clip.
All these native tools make engaging with and propagating viral content and trends much more seamless. They provide interactive options to further optimize TikTok as a search and discovery platform beyond just watching videos.
TikTok Drives Real Business Value for Brands
It’s not just regular users turning to TikTok as an alternative search engine. Brands and businesses have realized the app’s immense potential for reaching and engaging with their target demographics.
The discovery-based nature of TikTok makes it the perfect platform for companies to have their products found and gain new audiences. Both large corporations and small businesses alike can leverage TikTok as a marketing channel to get their content seen by relevant viewers who may not come across it elsewhere online.
