Using TikTok as a search engine

It’s official. TikTok is no longer just an app for sharing dances or lip-syncing to music. Every day, more and more people are choosing TikTok over Google to search online – according to Google’s own data. And nearly half of these searchers are Gen Z.

TikTok is now diving into its own form of SEO – one where users are able to optimise their videos to appear in searches. There are search results pages and even recommended searches based on the videos you watch and comments you read.


Unlocking the SEO potential of TikTok

As the most downloaded app in 2021 – with more than one billion monthly active users – TikTok is now the fifth most used social platform globally. To put this growth into context, when ByteDance merged into TikTok in 2018, the platform only had 100 million users. That’s a staggering 900% increase in users in just three years …

It’s widely considered that TikTok has the coronavirus lockdowns to thank for its huge rise in popularity. During the height of the global pandemic, more users took to the platform than ever before. 

Using TikTok as an advertising platform

If you want to reach Aussies, look no further than TikTok. Ads on this platform have the potential to reach mind-boggling numbers. Think 7.38 million users (18+). That’s roughly 3% of all Australians. And with 47% of TikTok’s users aged between 10-29, if you’re looking to reach this market – TikTok is the place to be. 

Struggling to get engagement?

With an average of 29% engagement rate on organic videos, TikTok is the place to be. Get in touch with our social media experts today to find out how you can optimise your TikTok for search and use it to complement your existing SEO strategy.

Bianca Lourens

Senior Marketing Account Manager