On top of figuring out how to help their content align with Google’s ever-evolving preferences to increase their organic search results, brands now have another algorithm to worry about: TikTok is supplanting Google as the top search engine among the Gen-Z demographic.
With this new player on the digital scene, a strong TikTok marketing strategy could be a game changer for companies looking to reach Gen-Zers on their home turf. Below, members of Forbes Agency Council share effective ideas brands can use to leverage TikTok for search marketing to reach a whole new, and highly engaged, audience.
1. Utilize AI To Match With TikTok Creators
Gen-Z is looking for quick, easy ways to digest content from creators they authentically connect with. Brands should utilize artificial intelligence to match with TikTok creators based on aesthetics and audience engagement to understand the audience clusters and psychographics that translate brand value organically in short-form content. In return, brands can seamlessly integrate into trending videos across TikTok. - Ricky Ray Butler, BEN
2. Include Location And Keywords In Text Descriptions
As they do with YouTube, too many creators focus on the content of the video more than the text description. But increasingly, TikTok’s and Instagram’s algorithms are using the text in the description as clues for how to rank content. Use that to your advantage with descriptions that include location and other keywords. - Jim Tobin, Carusele
3. Leverage...
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