If you have ever typed “best skincare for oily skin” into TikTok’s search bar instead of Google, you are not alone. The way people search for information is changing quickly, and TikTok, with over over 1.5 billion monthly active users and over 2 billion users globally, is becoming more than just a platform for dancing teens and funny videos. It is now a place where users actively search for advice, recommendations, and reviews—making it a rising star in the world of search engines.

For brands and marketers, this shift opens up a huge opportunity to reach audiences in fresh, creative ways. From optimising captions to choosing the right hashtags and crafting the perfect videos, there is plenty you can do to make sure your business is discoverable on TikTok.

Let’s dive into what is happening, why it matters, and how to make the most of it.

TikTok Is Not Just for Entertainment Anymore

Until recently, the idea of using TikTok to find information might have sounded strange. Google has long been the place people turn to for answers. But for younger generations, that is no longer the case. TikTok is where they go to learn about skincare products, restaurant reviews, travel tips, career advice, and more.

A report from the Brussels Times revealed that TikTok has overtaken Google as the most popular search tool among Gen Z users. Adobe Express found that more than half of Gen Z users treat TikTok like a search engine, particularly for lifestyle topics. And they are not just browsing – they are actively searching, discovering, and making purchase decisions based on what they find. For example, around 40 % of young people search for lunch spots on TikTok or Instagram rather than Google Search or Maps! 

Although TikTok is a global phenomenon, that doesn’t make it irrelevant to Aussie businesses. In fact, TikTok has over 8.5 million monthly active users in Australia, with 41 % of users saying they’ve visited a TikTok-recommended restaurant or shop, 61 % of Australians under 25 saying they use it for travel inspiration, and 38% of users saying they buy something monthly off the app!

This shift signals a major change in how people consume and trust content online.

Why TikTok Search Works So, So Well

What makes TikTok so appealing as a search engine? It all comes down to the way the platform delivers information. Here are a few key reasons why social search is taking off.

• Visual answers
  People do not want to read a wall of text. They want to see a product in action, watch a short demonstration, or get a quick review from someone who has used it. TikTok delivers answers in an easy-to-digest, visual format that gets to the point fast.
• Authenticity
  TikTok is built on real people sharing real opinions. Whether it is a creator showing their skincare routine or someone sharing their favourite brunch spot, the content feels honest and relatable. It is more personal than a five-star review on a retail website.
• Community-first discovery
  When people search on TikTok, they are not just looking for facts. They are looking for experiences, recommendations, and shared knowledge from a like-minded community. This social-first approach makes the platform feel more trustworthy.
• Faster decision-making
  A quick video tutorial or review can save users time and give them the confidence to try something new. It is no wonder people are skipping Google and heading straight to TikTok for fast, practical answers.

What This Means for Businesses

If you are a business owner or marketer, you may be wondering how to take advantage of TikTok as a search tool. The good news is that there are clear ways to position your brand for discovery without needing to go viral or dance on camera.

TikTok search is powered by a combination of text, speech, and engagement. That means your video’s captions, hashtags, spoken content, and audience interaction all play a role in how visible your brand becomes.

Here’s How to Optimise for Social Search

Want your brand to show up when people search on TikTok? Here’s how to make your content easy to find, engaging to watch, and built for discovery.

Speak Your Audience’s Language

Start by thinking about what your audience would actually type into a search bar. TikTok users are not searching for “hydrating moisturiser for combination skin SPF 30.” They are looking for “moisturiser for dry patches” or “sunscreen that doesn’t make me break out.”

Use TikTok’s search bar to explore real user queries. Look at the autocomplete suggestions and see which questions or topics come up often. This is your keyword research, TikTok style.

Optimise Captions for Discoverability

Your caption is not just a description—it is your hook. Make it clear, simple, and include the keywords your audience is likely to search for. Think conversational rather than promotional.

Instead of “New product alert,” try “This changed my skin in 7 days.” Speak directly to the problem or benefit that your audience is looking for. Keep it authentic and use your brand’s voice.

Choose Hashtags with Purpose

Hashtags are still an important way to boost visibility, but it is no longer about using the most popular ones. Focus on niche hashtags that reflect real interests and search behaviour.

For example, #oilyskincaretips or #melbournerestaurants is more likely to attract interested viewers than a generic #skincare or #foodie. Mix broader tags with more specific ones to expand your reach while staying relevant.

Say the Right Words in Your Videos

TikTok is not just reading your text. The platform is increasingly indexing spoken words as part of search, so what you say in the video matters. This means your voiceovers and on-screen speech should include natural keywords and phrases.

If your video is about gluten-free snacks, say it clearly. If it is about plant-based recipes, mention it early on. This helps TikTok understand the context and show your video to the right audience.

Answer Real Questions

Create content that solves problems, answers questions, or shares tips your audience will be searching for. Think of your TikTok videos like mini how-to guides or visual blog posts.

Whether it is “how to style wide-leg pants” or “what to pack for a weekend trip,” aim to provide useful answers that people will continue searching for over time. These evergreen videos can keep driving traffic long after they are published.

Encourage Comments and Engagement

TikTok’s algorithm loves engagement and user-generated content. Comments, shares, and likes are strong signals that your content is helpful or entertaining. The more interaction you get, the more your video will be recommended in search results.

Ask viewers to comment with their thoughts or questions. Try prompts like “Have you tried this?” or “What works for you?” to get the conversation started and build community around your content.

Refresh and Reuse Content

There is no need to start from scratch every time. Repurpose blog content, FAQs, or customer reviews into short-form TikTok videos. Turn a blog post into a three-part video series. Share tips from your team or behind-the-scenes footage to add depth to your content strategy.

Consistency helps build authority, and the more useful content you publish on a topic, the more likely TikTok is to serve it in search.

Collaborate with Creators

Partnering with TikTok creators is a smart way to tap into new audiences and lend credibility to your brand. Micro-influencers with loyal followings often have a strong understanding of what their audience is looking for.

Choose creators who genuinely align with your brand values and encourage them to create content that answers common questions, shows how your product works, or offers personal insights.

Should You Forget About Google?

Not at all – it’s more about balancing Google ads and social ads. Google ads still dominates many types of searches, especially for in-depth research or B2B topics. But if your business serves a lifestyle-focused, younger, or highly visual audience, TikTok search is where you need to be.

Rather than choosing one platform over the other, think of them as complementary. Use your website and traditional SEO to drive traffic and build authority, and use TikTok to connect with real people in real-time.

This shift is not just about technology. It is about how people trust information, how they want to interact with brands, and how they make buying decisions.

TikTok Search Is Here to Stay

Whether you are a skincare brand, a local café, a fashion label, or a travel company, TikTok is where many of your future customers are already searching. They are asking questions, comparing options, and watching real people share their experiences.

If your brand is not showing up in those searches, you are missing out on more than just views. You are missing out on the chance to build trust, spark interest, and drive action.

Need Help Getting Found on TikTok?

At Digital Freak, we help small businesses create smart digital marketing strategies that go where your audience is. Whether it is optimising your TikTok content, building a hashtag plan, or turning your best advice into bite-sized videos, we can help you get discovered in the places that matter.

Let’s put your products and services where your customers are already looking – Book a free strategy call today and let’s get started!

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Written by

Megha Jain - Social Media & Ads Specialist

Prolific digital marketer with a passion for designing & beating the former "best yet". I write stories, create marketing campaigns, perform SEO and manage social media inside out. Passionate about leveraging cutting-edge techniques, I thrive in the ever-evolving world of digital marketing. Let's connect and innovate together!