TikTok’s Rise as a Search Engine (and Why Search Ads Matter)

TikTok isn’t just an entertainment platform; it’s a search engine. A new report from World Advertising Research Center (WARC), in partnership with TikTok, shows a decisive shift in how people discover products, tips and education on the platform.

• 86% of Gen Z internet users search on TikTok weekly, almost matching traditional search engines.

• TikTok searches are up 40% daily year-on-year, with the community now conducting billions of searches.

• 3 in 4 TikTok shoppers say the app is their go-to for discovering new brands and products.

With TikTok Shop growing and seasonal discovery terms (think “Valentine’s gifts”, “Christmas gifts”, “stocking fillers”) on the rise, now’s the time to treat TikTok like you would Google, with a clear search strategy.

The new customer journey is… messy (and that’s OK)

People move fluidly between platforms while researching:

• 38% start on a traditional search engine, then turn to TikTok.

• 34% start on TikTok, then switch to a traditional engine for extra validation (reviews, long-form info).

Many will also consult AI tools, browse visual inspiration on TikTok, then finish with Google for price checks or reviews. Plan for multi-touch journeys, not single clicks.

TikTok SEO: how to get found (fast)

If you do one thing this week, run in-app keyword research:

1. Type your product/service terms in TikTok search and note the related searches that auto-populate.

2. Fold those exact phrases into:

• • Your captions (front-load the most important terms)

  • On-screen text and voiceovers (TikTok can parse both)

  • Your profile bio and name field (yes, they’re searchable)

  • Hashtags (use a tight set of relevant terms over generic #fyp spam)

Content formats TikTok rewards in search

• How-tos (“how to style black boots”, “how to choose a CRM”)

• Lists (“5 stocking fillers under £15”)

• Comparisons (“Airfryer vs oven chips test”)

• Local discovery (“best coffee in Brighton”)

• Explainers with clear hooks and readable text

Tip: Keep one video = one query. Make the promise obvious in the opening 2–3 seconds.

Why turn on TikTok Search Ads?

The WARC/TikTok report found that campaigns including dedicated Search Ads delivered:

• 2.0× higher purchase lift vs. initiatives without

• 2.2× purchase lift for enterprise advertisers

• 1.9× purchase lift for enterprise retail

Search Ads place your creative directly within results when users are warm and high-intent, perfect for consumer, retail, food and hospitality, and any brand with seasonal demand.

Set-up is simple

When creating a campaign in TikTok Ads Manager, tick the Search Ads option to extend eligible ad groups into search placements. Start with:

• Match your organic keywords (from your in-app research)

• Dedicated search creatives with query-led hooks (repeat the keyword on screen)

• Strong landing pages (fast, mobile-first, aligned to the promise in your video)

Q4 playbook: combine SEO + Search Ads

1. Build a seasonal keyword list – Group by intent (gifts, deals, “near me”, troubleshooting). Add UK spelling variants.

2. Ship quick-win organic videos – 15–30s, keyword in hook/caption/VO, end with a clear CTA (save, click, add to list).

3. Amplify winners with Search Ads – Turn on Search for ad groups containing your top-performing organic topics.

4. Measure what matters

– On-platform: views, watch time, saves, shares, search CTR

– Off-platform: UTM-tagged clicks, add-to-cart, revenue

Look for uplift when Search Ads are enabled vs. not.

5. Iterate weekly – Refresh hooks, swap thumbnails, tighten keywords, and keep landing pages lightning-fast.

Quick checklist (copy/paste)

☐ 20–40 relevant keywords captured from TikTok search

☐ Captions start with the target phrase (≤2 lines before “more”)

☐ Keyword in on-screen text + voiceover

☐ Profile name/bio updated with priority terms

☐ Search Ads enabled on relevant ad groups

☐ UTMs live; events firing; reporting dashboard ready

Final thought

Treat TikTok like a visual, social search engine. If you align your content to real queries and back it with Search Ads, you’ll be in the right place exactly when intent peaks, especially across Black Friday and Christmas.