TikTok’s new search insights put brands on notice
Social search moves beyond discovery, reshaping how brands meet intent-driven demand
TikTok’s Creator Search Insights shows just how far the platform has come from short-form entertainment to a full-fledged search destination. The tool highlights trending queries, content gaps, and user interests, giving creators and brands a direct line into real-time demand signals. For marketers, it marks TikTok’s deeper bet on search as a core experience.
Key takeaways
- Search as discovery engine: two-thirds of U.S. consumers use social platforms for search, and TikTok is now competing directly with Google as a go-to destination.
- Creator search insights features: the tool surfaces trending queries, underserved topics, search trends over time, audience-specific searches, and one-click content prompts.
- Gen Z’s shift: nearly 60% of Gen Z use TikTok as their primary search engine, roughly double the general population, putting it ahead of even AI tools like ChatGPT.
- Daily search frequency: 73% of TikTok users search at least once per day, and 25% start searching within 30 seconds of opening the app.
- Limitations remain: the tool doesn’t show absolute volumes, competitive visibility, or how a creator’s content ranks, leaving gaps that third-party TikTok SEO tools aim to fill.
- Brand implications: TikTok search now spans the full funnel, from discovery to purchase, meaning marketers must integrate insights across platforms and adapt strategies to fragmented search behaviors.
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