Do you ever open Google to look something up and end up on TikTok instead? Same. And it’s not just us. It’s everyone under 35 (and honestly, a lot of us over 35).
TikTok is no longer where you go to watch dance trends or get book recs from a stranger named @chaoticbookgirlie. It’s where people are actively searching for answers, inspo, and reviews. A.K.A.”where the buyer journey starts”
And if you’re not thinking about TikTok as a search engine? You’re missing a huge piece of how today’s consumers discover brands.
Let’s Talk About the Move to TikTok
We used to live in a world where search = Google. Clean. Simple. Intent-driven.
Now? Search is messy. It’s visual. It’s driven by vibes and value. And TikTok sits at the center of that evolution.
Think about it:
- TikTok has over 1.58 billion monthly active users, making it the fifth most popular social media platform globally
- The largest demographic on TikTok comprises users aged 18 to 35, accounting for 14.1% of the user base
- 61% of TikTok users discover new brands and products on the platform
- 92% of TikTok users take action following the content they see on the platform
Search is become contextual. Being guided by storytelling and human connection.
What this Means for Marketers
If your team is still optimizing blog content while ignoring short-form video? You’re only doing half the job.
TikTok SEO is a real thing. And while it’s not about keyword stuffing in captions (please don’t), it is about:
- Speaking to search intent in human language
- Including keywords in your voiceover, text overlays, and hashtags
- Creating content that answers questions quickly and visually
For example: If someone searches "best running shoes for flat feet" on TikTok, your video should:
- Show the shoes (in action)
- Say the phrase in the first few seconds
- Include that phrase as on-screen text + caption + hashtag
Search and Social are the Same Now
The line between organic search and organic social is officially blurred. People don’t care where the answer comes from. They just want it fast, from someone they trust, in a format they like.
So the big question is: Are your search and social teams talking to each other?
Because they should be.
Here’s how we’re thinking about it in real life at Seer:
- Using traditional keyword research to inform TikTok content calendars
- Mining TikTok comments for new keyword opportunities
- Auditing client verticals for TikTok search volume + trending questions
- Partnering with creators to show up natively in those results
Bottom line: If you want to show up where your audience is searching, you can’t treat TikTok like just another social platform.
You have to treat it like a search engine. Because it already is.
Looking for a POV or a hands-on TikTok strategy that actually works? Let’s talk. We’d love to jam on what this could look like for your brand.
