TikTok University is real: whether they’re learning how to deep clean a washing machine or taking down tips on how to interview for jobs, more and more people are now using TikTok for its wealth of useful knowledge.
In fact, during a technology conference in July, Google senior vice president Prabhakar Raghavan said that “something like 40 percent of young people, when they’re looking for a place to lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.” However, this shift isn’t necessarily something to worry about; by optimizing your content on TikTok, you can help your business easily navigate this transition.
Why TikTok Search?
Known for its viral dance videos and memes, what exactly makes TikTok the preferred search engine for so many Gen Z-ers?
Turns out, the powerful algorithm that personalizes TikTok’s user experience plays a large part: not only is the content customized for each individual, but the predictive nature of TikTok pushes informative content that users didn’t know they needed in the first place. For example, while scrolling through the app, a user might discover tips on negotiating a job offer or finding the best Italian restaurant in the city. This feature has allowed many users to associate the app with crowdsourced recommendations and knowledge from people who seemingly know what they’re talking about. This word-of-mouth method is often trusted more than faceless websites and listings.
The content is also delivered in quick, bite-sized, interactive videos; designed to be entertaining, TikTok turns research into a quicker and more engaging process.
How to Use TikTok Search
To take advantage of TikTok search, there are two things to pay attention to keywords and hashtags.
TikTok wants to connect the right content to the right people. Utilizing the optimal caption or hashtags makes the process easier and more accurate. In your caption, insert keywords that users might be searching for. Doing a little research can also help you discover what hashtags are popular and relevant for your niche. This can help your content reach the maximum amount of suitable users possible.
Ultimately, keeping an eye on social media shifts and trends is important. While you don’t want to base your entire marketing strategy on these ebbs and flows, it certainly doesn’t hurt to cater to the developing interests of your target demographic.