TikTok: the new search engine
As we all know, a couple of years ago, Google was the undisputed king when it came to searches. But suddenly, something began to change. New generations? New social networks? Or both? The truth is that today we are not only looking for information, we are also looking for experiences, real recommendations, visual solutions, and short answers. And that is why TikTok has become the new search engine.
It’s a fact: we are facing a season where immediacy is what counts. The need for immediate searches with visible results is more pressing. Reading a tutorial on how to set up a cell phone is no longer fashionable; just by going to the TikTok search engine, you have all the information: you hear it, you see it, and you do it in 30 seconds.
That’s right! TikTok is no longer just a social network for entertainment; it has also become a discovery platform where users explore everything from recipes to makeup tips, travel destinations, product reviews, academic explanations, restaurant recommendations, and even digital marketing strategies.
Tips: If your brand wants to start creating content on TikTok, keep in mind that, apart from being entertaining, it must solve a problem. This helps many people identify with, save, like, or share your videos. We call this engagement.
Why is TikTok overtaking Google among young people?
TikTok has had a big advantage in that it has understood what users want to see and how they want to see it:
- Short video content: gets to the point and is easy to digest.
- Real experiences: people talking about what they tried, what worked, and what didn’t.
Immediate visual results: no need to visit multiple pages. - Smart algorithm that learns from behavior and delivers personalized content instantly.
According to a Google study, nearly 40% of young people between the ages of 18 and 24 prefer to search on TikTok or Instagram rather than Google Maps or traditional search engines. This has gone from being a trend to a reality.
What are people looking for on TikTok?
In the new search engine, you can find everything you can imagine… but in a different way. There is a peculiar way to search on TikTok, and that is by literally typing what you need to know or find out.
- “Where to eat sushi in Medellín?”
- “Office outfit ideas”
- “How to organize my schedule”
- “Gym routine for flat abs”
- “What is cortisol and how to lower it?”
Tips: Normally, all searches are in the form of a question, and don’t forget to put yourself in the user’s shoes.
TikTok doesn’t just answer questions, it shows them. This is very important! Turn everything into visual, authentic, and easy-to-consume experiences. Users don’t want to read a list of tips; they want to see how someone applies them in their daily life. It’s something like: TikTok becomes the bridge between search and experience.
Why should your brand be on TikTok no matter what?
Because if your customers are searching, you need to be found. Tik Tok is a huge opportunity for brands that understand that selling is no longer just about showing a product: it’s about telling a story, answering questions, entertaining, teaching, and connecting.
Brands that understand this and create content that responds to real searches have the power to become leaders in their niche.
For example, a brand can position itself on TikTok:
- A plastic surgery clinic can answer “what is the postoperative period like after liposuction?”
- A clothing store can show “how to create concert outfits with boots.”
- A restaurant can appear when someone searches for “restaurants for birthday celebrations in Medellín.”
And best of all, content on TikTok also ranks on Google. That means you’re working for double the visibility.
What makes TikTok unique as a search engine?
- Ultra-personalized algorithm: it quickly learns the user’s tastes.
- Internal SEO: the use of keywords and hashtags is key to appearing in searches.
- Community-created content: this gives more credibility than a brand talking to itself.
- Constant discovery engine: even if the user isn’t looking for you, you can still appear.
TikTok has become the new visual, emotional, and experiential search engine. Brands that understand this and adapt their content will have a huge advantage. If you don’t know how to create content for this social network, Ideal Team can help you.
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