More and more people are turning to social media, especially vertical video giant TikTok, for search queries that go well beyond entertainment. Connective3’s Beth Simpson shows you how to reach these searchers.
For years, Google has held over 90% of the search engine market share. TikTok, on the other hand, has established itself as an entertainment platform rather than a search engine. However, the latest research shows a shift in consumer behavior, with 40% of 18-24 year olds now searching on his TikTok instead of Google.
This change should encourage brands to consider their own SEO strategies on the channel, ensuring visibility across all aspects of their apps and all ends of the funnel.
The future of social SEO
In recent months, we have seen a shift in consumer behavior. This is due to Gen Z wanting a more visual representation of what they are looking for. TikTok can satisfy these desires by offering short-form, quick, to-the-point videos as search results.
TikTok also allows you to create user-generated content that provides reviews, tips, and advice about products and services. With 79% of his users admitting that UGC influences their purchasing decisions, this seems to be the future of social SEO. Users turn to her TikTok for a more authentic experience, sharing content with like-minded individuals. TikTok runs on word of mouth, with 92% of consumers trusting word of mouth more than other forms of advertising.
understand the algorithm
What makes TikTok different from other social channels is its algorithm. This algorithm quickly learns what type of content users want to consume and displays content accordingly. If these settings change over time, the algorithm will adapt.
But what factors influence the algorithm? The biggest influence is user engagement. Accounts you follow, likes, comments, shares, saves, etc. The algorithm also processes video captions, hashtags, and audio keywords to identify the content of the video and evaluate content that users may be interested in.
Participating in searches
TikTok is doing great with new customers for all kinds of brands. Your marketing strategy on TikTok should be a combination of both paid advertising and his SEO. This allows you to leverage new audiences throughout your funnel.
With search ads beginning to roll out across channels, you have another opportunity to reach your target audience with high purchasing intent. However, this is based on intent from search queries rather than user behavior (compared to standard social advertising).
An Effective SEO Strategy on TikTok: 4 Steps
This is still a very new feature for TikTok and gives brands a chance to test, learn and make mistakes, but the CPMs are still low. It’s about understanding and understanding their intentions.
Then research and understand the keywords your audience is searching for and take advantage of this. Consider search volume and relevance.
Third, incorporate keywords into your videos. In September 2022, TikTok increased the post description from his 300 characters to his 2,200 characters to help brands make their videos more discoverable and reach a wider audience. Don’t forget to incorporate hashtags.
Finally, as with all marketing strategies, learn from your mistakes and keep testing. The TikTok search tool is constantly evolving and implementing new features. Don’t be afraid to try new things and see what works for your brand.
TikTok is still a relatively new testing space, but now is the time for brands to fail and develop strategies that work while staying low. It also presents a huge opportunity for brands to get ahead of their competitors who have yet to establish a presence on the channel and get in front of new audiences. is as important as