TikTok does not have a built-in search feature for videos like other social media platforms. There are a few reasons why TikTok currently does not allow users to search for specific videos:
TikTok’s Algorithmic Feed
One of the main reasons is that TikTok is designed around an algorithmic “For You” feed that recommends videos to each user based on their interactions and behavior on the app. TikTok wants users to discover new content and creators through their personalized feed rather than searching for specific videos. This creates a more passive lean-back experience compared to actively searching for videos you want to find.
Emphasis on In-App Discovery
Related to the algorithmic feed, TikTok emphasizes discovery within the app over searching for pre-determined content. Their priority is showing you videos and creators that you didn’t know you were interested in versus helping you find videos you already wanted to find. The lack of a search bar nudges users to rely on TikTok’s recommendations to surface interesting content.
Concerns Around Copyright and Moderateable Content
Enabling search could make it easier for users to find and spread copyrighted or inappropriate content before moderators have a chance to take them down. TikTok likely wants to limit access to this type of content. A search feature makes it harder for TikTok to moderate content compared to an algorithmic feed that surfaces vetted videos.
Desire for More Advertising Opportunities
A video search feature would compete with advertising spots in the algorithmic feed that brands can pay for. TikTok probably wants to maximize ad revenues, which could be hampered by an extensive search feature that decreases reliance on the main feed.
Technical and Development Reasons
Building a full-fledged search feature requires significant technical resources. The content library is constantly growing, so indexing videos for search is challenging. TikTok may not have prioritized search yet while they focus engineering efforts on other features.
Focus on Mobile Experience
TikTok is built around a mobile experience optimized for vertical full-screen video. Extensive typing to search for videos may be a clunkier mobile experience. The algorithmic feed requires less typing and cognitive effort on mobile.
Still a Young Platform
As a newer social media platform, TikTok is still rapidly evolving and rolling out new features. Search is likely on their roadmap but may not have been the highest priority yet versus other features that drive growth and engagement.
Workarounds to Find Videos
While TikTok doesn’t have its own native search feature yet, there are some workarounds users have come up with to find videos:
- Use relevant hashtags – browsing popular hashtags surfaces videos on certain topics.
- Follow creators who make videos you like – their content will show up in your Following feed.
- Check out trending sounds – videos using trending sounds often contain similar content.
- Use TikTok search on Google – this searches public TikTok links indexed by Google.
- Use third-party sites – some sites allow searching TikTok videos by keyword.
TikTok is Testing Search Features
There are signs that TikTok is looking into adding better search capabilities in the future:
- In late 2022, TikTok began testing a search bar on its website to look up videos, sounds, hashtags.
- The TikTok app has basic auto-complete search when typing in the message box.
- TikTok launched a Creator Marketplace that lets brands search for creators to collaborate with.
So while robust search is still limited today, TikTok appears to be laying the groundwork to better facilitate finding specific videos and content for those who want to actively search rather than just discover.
Impact on Users
The lack of a full search feature can be both beneficial and limiting for users:
- Benefits
- Encourages discovery of new, unexpected content
- Creates more opportunities for smaller creators to be discovered
- Promotes a lean-back, entertaining experience
- Limitations
- Harder to find specific videos you want
- More difficult to research topics in-depth
- Limits ability to curate content around interests
The Future of TikTok Search
There are a few possible paths for how TikTok could evolve its search capabilities:
- A full-fledged keyword search tool similar to YouTube or Instagram.
- Search filters to narrow down content by category, creator, hashtags, sounds, etc.
- A hybrid approach maintaining the algorithmic feed while adding some search features.
- Visual search that lets you search based on images and screenshots.
In summary, the lack of a robust search feature on TikTok is largely intentional to promote discovery and maintain the app’s core algorithmic experience. But as TikTok grows, striking a balance between active search and algorithmic recommendations will likely be key to keeping users engaged.
