As TikTok becomes the default search tool for younger audiences, brands must rethink digital strategies to engage audiences in the era of short-form video search. Here’s how
TikTok is no longer just a place to scroll; it is becoming the starting point for how people discover, decide and buy. The platform now hosts billions of searches every day, rising 40% year-over-year as consumers arrive with questions, intent and clear expectations. For younger audiences, especially, video-first search is not a trend anymore. It’s their default.
According to Top Marketing Agency TikTok is overtaking traditional search behaviours and is changing what Gen Z in particular is looking for – so how brands can adapt to a world where search, discovery and influence all happen in the same feed?
TikTok versus traditional search
According to a 2024 Adobe study, more than 40% of Americans use TikTok as a search engine and nearly one in 10 Gen Zers are more likely to rely on TikTok than Google as a search engine.
As a result, more than half of business owners (54%) use TikTok to promote their business, posting an average of nine times per month. Meanwhile, around one in four small business owners use TikTok influencers for product sales or promotions.
Some of the top things people search on TikTok, says Adobe’s data, are cooking ideas and food inspiration (36%), songs, playlists and trending tracks (35%), and do-it-yourself projects and tutorials (34%).
Meanwhile a 2025 WARC report finds that 86% of Gen Z internet users search on TikTok weekly, nearly matching traditional search engines. Among these users who search on TikTok, 38% start on traditional platforms before moving to TikTok, while 34% begin on TikTok before switching to traditional search engines.
Gen Z respondents to the WARC study prefer social and video platforms over traditional search in almost every category. For example, they prefer looking up beauty and fashion advice 26% more on TikTok than on traditional search platforms.
Campaigns that include TikTok Search Ads are driving measurable results, with activations in the US and Canada achieving twice the purchase lift compared to mid-funnel campaigns without search. For enterprise advertisers, the lift climbed to 2.2x, while enterprise retail campaigns saw a 1.9x purchase lift and stronger incremental ROAS.
TikTok is no longer just a scrolling app. It has become a powerful search platform, especially for Gen Z. Millions of users rely on it to discover recipes, music, DIY projects and fashion advice, often preferring it over traditional search engines. Brands using TikTok Search Ads see significantly higher purchase lift, making it a must-use tool for reaching engaged, intent-driven audiences.
How to show up where Gen Z Is searching
“TikTok is redefining how people find information and discover products. For Gen Z especially, video-first search is no longer a trend, it is the default,” says Digital Marketing Expert Jeff Sherman from Top Marketing Agency. “From recipes and music to fashion and DIY advice, users are coming to TikTok with intent, and brands that show up in those moments can capture attention in a way that feels natural and relevant.”
For marketers, this means rethinking search strategies, believes Sherman. “Campaigns that integrate TikTok Search Ads are proving to drive measurable results, with activations in the US and Canada achieving twice the purchase lift compared to mid-funnel campaigns without search. Enterprise advertisers and retail brands are seeing even higher lifts and stronger incremental ROAS, demonstrating that visibility in TikTok search directly translates into tangible business outcomes.”
The key for brands is to meet audiences where they are while providing value and inspiration. That could mean short-form videos that answer questions, working with relatable brand ambassadors, or optimizing content for AI-powered search and recommendations.
“By doing so, companies not only capture attention but also build long-term trust and engagement with consumers in the places they are increasingly turning to first,” Sherman concludes.
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How to make TikTok work for your brand
- Be discoverable in TikTok search: Create content that aligns with keywords and trends your audience is looking for, making it easier to appear in TikTok search results.
- Leverage short-form video storytelling:Quick, engaging videos that answer questions, show products in action, or provide tutorials perform best for discovery and conversions.
- Partner with relatable brand ambassadors: Influencers and personable representatives help build trust and authenticity, connecting directly with younger audiences.
- Optimise for AI-driven recommendations: Structure your content and metadata so TikTok’s AI can surface your products when users are searching or exploring.
- Combine organic and paid strategies:Pair Search Ads campaigns with content that resonates with your audience to capture both immediate interest and long-term engagement.
- Encourage user-generated content: UGC increases discoverability and social proof, giving shoppers real-life examples of your products in use.
- Monitor trends and iterate quickly:TikTok’s search landscape evolves rapidly, so track what works, adjust content accordingly, and stay ahead of trending queries.
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