The search and discovery space in the digital world is rapidly undergoing changes, and this is especially true for younger consumers in the US. A world that was powered by text-based search engines such as Google is now being powered by visual and social media platforms – and TikTok digital marketing is at the forefront of this search and discovery revolution. Younger consumers are increasingly turning to TikTok not only for entertainment but also for information, discovery, recommendations, and problem-solving in a way that is natural, authentic, and highly visual. This has massive implications for how brands engage with online discovery and engagement.
The hybrid approach that TikTok takes – as a social media platform and a search and discovery engine – brings together content recommendations and search in a way that allows users to “search” for answers and receive video answers in return to a list of links. This is not only limited to entertainment and brand discovery but also applies to general search queries that were until now the exclusive domain of search engines. Younger consumers are increasingly preferring the immediacy and visuality of TikTok over the traditional search engine format, and this is completely revolutionizing the way that digital marketing strategies for TikTok are created and executed.
For brands, especially those that are more focused on long-term growth and discovery in the US market, it is essential to understand the implications of TikTok becoming a major search channel for younger audiences. This can be analyzed from content creation and optimization to overall TikTok marketing strategy and investment in search-driven content formats. In this blog, we will explore why younger audiences are turning to TikTok as a search channel, what this means for brands, how brands can optimize for TikTok search, and the implications of this trend for US marketing strategies.
Why Younger Audiences Turn to TikTok as a Search Channel
Visual Answers
One of the most significant reasons why younger audiences are turning to TikTok as a search channel is the visual and video-based nature of the answers. Unlike traditional search engines that require users to scroll through pages of text links and descriptions, TikTok offers answers in a manner that is immediate and engaging: short, bite-sized videos chock-full of demos, reviews, explanations, and recommendations.
Younger audiences are looking for answers that are quick and tangible, such as tutorials for a beauty routine, a recipe for a meal, or a personal product review. The answer format of TikTok meets this demand in a more efficient and effective manner than traditional search engines because it not only entertains but also educates users at the same time. Rather than reading through paragraphs to determine the value and truth of the information, users get to watch real people talking about real solutions, which meets the experiential and social needs of the platform.
This shift in user behavior can be detected by the usage statistics, which indicate that most young users are increasingly using TikTok as a search engine. Based on a study carried out in 2024, most Gen Z users in the United States are using TikTok as an online search engine, and the engagement levels are much higher compared to other generations.
Another factor that has led to this shift in user behavior is the rapidity with which information is presented. The TikTok algorithm is very quick in presenting information based on the interest signals of the users, which means that users can access interesting information much quicker than they could access useful links using a text-based search engine. This is an experience that young users will enjoy.
The integration of recommended feeds and search results on TikTok enables users to navigate topics from search to discovery. A search for “best earbuds under $50,” for example, will provide users with a variety of short videos that feature products, compare them, and provide purchases into perspective. This discovery will engage users on a much deeper level than a list of search results, as it combines education with entertainment and real-world experiences.
What This Means for Brands
Need for Searchable Content
With young consumers moving the discovery process of the initial exploration process from traditional search engines to TikTok, brands will also need to move their digital marketing campaigns on TikTok. The search engine optimization of content on TikTok, using keywords, on-screen text, or audio narration, will be as important as traditional SEO strategies on Google.
This means that the content needs to be produced in a way that answers certain questions, provides answers to what people are searching for, and is in line with the actual way in which people are searching for information. Rather than producing content that is designed to encourage engagement and virality, brands are now presented with the challenge of producing “search-friendly” videos that answer actual user intent. Search-friendly content has long-term longevity, which means that a video uploaded months ago can still appear in search results and attract viewers long after the video has been originally released. Users will return to the TikTok search when they have a repeated question, creating a discovery cycle that can attract new viewers to brand content over time.
Rather than traditional push advertising or trending content that peaks and then dies down, search-optimised content on TikTok continues to live and thrive on the platform. By searching for terms and phrases, algorithms are able to highlight older videos that are still relevant to the terms of the search. This means that there is a greater chance of being discovered in the long term and engaging with users in a more sustained way – particularly important for US brands who are investing in TikTok marketing strategy and are focused on developing a long-term approach rather than a short-term viral hit.
The ability to create content that continues to rank in search results means that brands are able to continue to be seen at critical points in the consumer journey. Whether it is researching products, comparing them, looking for lifestyle tips, or searching for educational information, TikTok has become a natural point of call for younger users to find the answers that they are looking for – and brands who are search-optimised are rewarded with continued visibility and traffic.
How Brands Can Optimize for TikTok Search
The shift in search behavior means that brands need to think about their content strategy on TikTok in a way that is more in line with search behavior. All the traditional rules of SEO apply – relevance, simplicity, keywords, and understanding the intent of the user, but with a twist that takes into account the dynamic nature of video search on TikTok.
Keywords
The use of keyword strategies in the same way as traditional SEO means that the video will be more likely to appear. On TikTok, search is driven by captions, on-screen text, voice-overs, and even trending terms on the platform. Brands need to ensure that they are using relevant and searchable terms in captions and voice-overs that are written in a way that is more in line with how younger searchers are likely to search. For example, instead of using generic terms, captions and scripts need to include specific terms that the user is likely to search for, such as “how to wear vintage jeans,” or “battery life comparison for earbuds.”
This will ensure that the search algorithm on TikTok has a greater chance of identifying that the video is relevant to the search terms, and therefore has a greater chance of appearing in search results. The use of keyword optimization in this manner is more than simply using captions; on-screen text, closed captions, and dialogue can all assist TikTok in understanding what the video is about and whether it is relevant to the searches that users are carrying out.
On-Screen Text
On-screen text has two purposes: it assists with keyword optimization and accessibility. As the TikTok algorithm is text-based in its search algorithm, the use of relevant search keywords on-screen may potentially increase the video’s searchability for users who are carrying out searches. For example, a video about eco-friendly cleaning products may use on-screen text that corresponds with search keywords such as “best sustainable cleaners” or “eco cleaning tips.”
The use of on-screen text in a strategic manner assists in communicating to the algorithm that the video is directly related to a user’s search query. It also assists in communicating value to the viewer within the first seconds of viewing, increasing the potential for further engagement. As search-first behavior becomes more prevalent among younger viewers, text-based optimization is an essential component of a successful TikTok marketing strategy that focuses on search and discovery in addition to creative storytelling.
Benefits for US Brands
Organic Traffic
Perhaps the most significant advantage that brands can capitalize on in the transition of TikTok from discovery to search is the creation of organic traffic. Search-optimized videos rank high in search rankings over time, pulling in viewers long after the video was originally uploaded. This creates a snowball effect, where a video ranking high in search rankings for a popular search term may pull in repeat views, engagement, and conversions without having to advertise again.
Unlike more traditional digital marketing platforms, where visibility can easily fade away once the budget has been depleted, search-optimized videos on TikTok have the potential to remain in the search rankings for an indefinite period of time. This allows for a greater level of brand visibility during the discovery process, where younger viewers are actively searching for information about a brand’s products.
Organic traffic also helps to build trust for a brand. Because the content is being shown in search rankings alongside user-generated content and search rankings, it is seen as less branded and more of a discovery experience. This further leads to increased engagement and time spent on content, and even helps to build more brand loyalty in the younger generations who are looking for authenticity and real-world relevance.
Case Study: American Eagle’s Search‑Driven TikTok Campaign
A publicly available example of TikTok’s role in discovery comes from American Eagle, which ran a Search Ads Campaign aligned with TikTok’s shifting search behaviour. This initiative aimed to capture high‑intent users actively searching for specific products and information on the platform. By integrating TikTok’s search features into its campaign strategy, American Eagle was able to drive significant improvements in key performance metrics.
According to TikTok for Business reports, American Eagle’s search ads doubled Return on Ad Spend (ROAS) compared with non‑search campaigns and improved cost per acquisition (CPA) by 46% while increasing conversion rates tenfold. The campaign tapped into search‑oriented behaviour among younger users actively seeking product information, enabling a more cost‑efficient path to conversions and engagement. This case underscores how adapting to TikTok’s discovery environment and integrating search‑driven elements into marketing strategy can deliver measurable business impact.
Conclusion
TikTok is rapidly becoming a discovery engine for younger US consumers, reshaping how digital marketing TikTok strategies are designed and executed. Younger audiences increasingly use TikTok for search because it delivers visual answers, faster discovery, and content that feels authentic and relevant. For brands, this shift demands a new approach to content optimisation that emphasises search‑friendly keywords, on‑screen text, and long‑term visibility rather than focusing solely on short‑term trends or viral moments.
The migration of search behaviour from traditional engines like Google to platforms like TikTok reflects deeper changes in consumer expectations and content consumption habits. Brands that recognise and adapt to this evolution are better positioned to capture organic discovery, drive engagement, and build meaningful connections with younger audiences.
TikTok’s emergence as a primary discovery engine presents a significant opportunity for marketers willing to refine their approach. To explore how your brand can optimise for TikTok search and elevate your discovery strategy, visit The Short Media and learn how expert TikTok marketing can drive measurable outcomes in this new era of digital behaviour.
FAQs
1. Why are younger audiences using TikTok as a search engine over Google?
Younger users prefer TikTok because it delivers visual, authentic, and video‑based answers that feel more engaging and relevant than traditional text results. Many Gen Z consumers find quick insights, real‑life demonstrations, and user‑generated content more useful for discovery than conventional search listings.
2. How does TikTok search behaviour impact TikTok digital marketing strategies?
TikTok search behaviour means brands must optimise content not only for entertainment but also for discoverability. This includes strategically using keywords, captions, and on‑screen text so videos surface for search queries related to products, solutions, and educational topics.
3. What are key ways brands can optimise for search on TikTok?
Brands can optimise by including relevant keywords in captions, speaking search terms in the video, using clear on‑screen text, and aligning content with frequently searched phrases. This helps videos surface organically when users search for related topics.
4. Does TikTok search lead to more organic traffic than traditional SEO?
TikTok search can drive organic traffic that continues to surface over time, reaching younger users during moments of intent. While traditional SEO remains important, TikTok search offers a distinctive channel for discovery, especially among Gen Z and Millennials.
5. How did American Eagle benefit from a TikTok search‑focused campaign?
American Eagle’s search‑driven TikTok campaign doubled ROAS, improved cost per acquisition by 46%, and increased conversion rates significantly by targeting high‑intent search queries, demonstrating the effectiveness of integrating TikTok search into digital marketing strategy.