While CMOs argue about whether they should even be on an app “for teenage girls doing dances,” a much bigger shift is happening.

Namely, Tiktok is evolving from a feed-based app to a search-driven platform. That changes how content gets discovered, how brands get found, and how you win.

I was recently in Cannes and saw this ad at the airport:

It’s subtle, but it signals a major shift in how TikTok is positioning itself. Not just as entertainment, but as the go-to destination for discovery and decision-making. They want to eat Google’s lunch, which is not so far fetched when 74% of Gen Z use tiktok for search, and a majority prefer it to Google.

But before diving in, we need to understand the stages of the app.

The Evolution of TikTok

V1: Entertainment and Virality
​TikTok V1 was an app that promoted fun, lighthearted content (this is the era where Charli D’Amelio, Addison Rae, and others became popular through playful, off-the-cuff “dance” videos).

V2: Interest-Based Content
​V2 was an evolution to more interest-based content. TikTok intentionally sought out and supported creators across a variety of verticals and formats: whether business, cooking, film, or medicine. As they competed for a lion’s share of attention, they needed to deliver content for everyone’s interests and style.

V3: Intent and Search
​But what does a platform do once they have a range of creators and content? They shift from playing the game of social to one of search. After all, that’s where the dollars are (see: Google’s ad business).

What we’re seeing now is TikTok evolving into a platform optimizing around search and intent. This shift impacts the mechanics of the platform and how you can win. It’s no longer purely about views or virality, but about showing up when people are looking for you or show interest in your category.

Tiktok Wants To Be A Search Engine
​And beyond the airport ad, there are clear signs Tiktok is leaning into this.

1. TikTok rolled out Creator Search Insights
​This tool shows trending keyword searches and highlights where there are “content gaps,” meaning users are searching but not finding much.

For example, if people start searching “best new organic tinned fish” and there aren’t many videos, TikTok flags that as a gap. Creators who fill it often get rewarded with views. Hundreds of creators now use this exact approach and build content specifically to meet rising demand.

When a platform gives users data on what people are searching for, where content is missing, and what topics are heating up, it’s a clear signal. They want more search-optimized content.

2. Users are treating TikTok like Google

- 62% of users say they search TikTok for product reviews before buying.

- 53% say they’ve visited or ordered from a restaurant after seeing it on TikTok.

Tiktok, and social apps broadly are becoming the place where people go for discovery and decision making.

Restaurants are getting flooded overnight after a handful of videos on Tiktok, and products in store and on Amazon are seeing velocities rise after a “viral” Tiktok.

What used to take place through website reviews and google searches is now happening in app.

So what does this mean for for brands and businesses?

1. Design content around search behavior
​For example, if you manufacture and sell rugs online, an easy way to create content is to make videos for the top keyword phrases that people are searching — just type in the “rugs” and see what populates in auto complete (i.e: rugs for small spaces, affordable rugs, rugs for the kitchen). This was one of the strategies employed in the world of Google SEO and how brands came to dominate the #1 position for all kinds of popular keywords.

2. Show up when they search your brand
​Because your potential customers are turning to Tiktok for product reviews, make sure that when they search your brand, a considerable amount of content (styles, types, demographics) shows up as UGC. This means that when you think about your influencer strategy, don’t just gift or partner to go viral or convert; gift to get real reviews and content populated no matter the views.

3. Build a local search moat
​If you’re a brick-and-mortar business, create content around the key terms and phrases in your city — “best brunch in Paris” likely has 50k+ queries a month; so create variations of videos (is this the best brunch in Paris? is this omelette the best breakfast in Paris?") and do a creator-style walkthrough of your restaurant. Another strategy here would be to invite creators in to dine with you and create content around a few keywords and concepts. This, in addition to the natural localization of content on the platform is likely to get you ranked highly for these key terms.

4. Use “SEO” hygiene
​When posting content, optimize title text, captions, voiceovers and hashtags to echo what people are typing in and looking for. As an example: “skincare routine for acne prone skin" is far better than a cleverly branded caption such as: "its the summer of your skin. acne is out. clear skin is in with cerave..."

So if you’re still thinking of TikTok as a place for trends and dances, you’re missing the bigger play.

If you found this helpful, I write about social strategy like this every week. You can sign up here.

Ashwinn

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