More people are turning to social media, not least vertical video behemoth TikTok, for search queries far beyond entertainment. Beth Simpson of Connective3 tells us how to reach those searchers.
For years Google has held over 90% of the search engine market share. TikTok, meanwhile, labels itself as an entertainment platform, rather than a search engine. However, the latest research shows a shift in consumer behavior, with 40% of 18-24-year-olds now turning to TikTok rather than Google for searches.
This shift should prompt brands to think about their own SEO strategies on the channel to ensure visibility across all aspects of the app, across all ends of the funnel.
The future of social SEO
In recent months we have seen a shift in consumer behavior, driven by gen Z wanting a more visual representation of what they are searching for. TikTok can fulfil these desires by providing short-form, quick, to-the-point videos as search results.
TikTok also allows people to produce user-generated content providing reviews, tips and advice on products and services. This appears to be the future of social SEO, with 79% of users admitting that UGC impacts their purchase decisions. Users are turning to TikTok for a more authentic experience, sharing content with like-minded individuals. TikTok operates by word of mouth, which we know 92% of consumers trust above other forms of advertising.
Understanding the algorithm
What distinguishes TikTok from other social channels is its algorithm....
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