TikTok Tests Powerful New Search Features: What Creators and Brands Need to Know

TikTok is poised to revolutionize the way users discover content on the platform with a suite of new search features that could have massive implications for creators, brands, and the app‘s overall growth trajectory. By surfacing more relevant content and making it easier than ever to find videos related to specific topics and keywords, TikTok is positioning itself as a unique search engine for short-form video.

For creators and brands looking to build an audience on the platform, understanding how these new search features work and adjusting your content strategy accordingly will be crucial for staying ahead of the curve. In this post, we‘ll break down everything you need to know about TikTok‘s search evolution and share tips for optimizing your content for maximum discoverability.

How TikTok‘s New Search Features Work

TikTok‘s search upgrades revolve around hyperlinked keywords that appear in the comments section of videos. When a user includes a relevant keyword or phrase in their comment, such as "pasta recipe" or "iPhone hacks", that term gets automatically hyperlinked and paired with a magnifying glass icon.

Clicking on the hyperlinked keyword then takes users to a dedicated feed of videos related to that search query, effectively functioning as a mini search engine within the app. Keywords can also appear as hyperlinked "buttons" above the comments section, highlighting popular topics and searches related to the video.

From what we can gather, TikTok‘s search algorithm looks at a combination of factors to determine which keywords get hyperlinked and what videos show up in the results, including:

• The content of the video itself, including any on-screen text, captions, and voiceovers that feature the keyword
• Hashtags used in the caption that are related to the keyword
• The frequency and relevance of the keyword appearing in the comments section
• Engagement metrics such as likes, comments, and shares on videos optimized for that keyword

Here‘s an example of what a hyperlinked keyword looks like in the wild:

[Include screenshot example]

And here‘s what happens when you click on that keyword:

[Include screenshot of search results page]

As you can see, the search results page looks similar to the existing Discover page, but with a more targeted focus on a specific query. Users can scroll through an endless feed of videos related to the topic and further refine their search by tapping on relevant hashtags.

It‘s worth noting that the search feature is still in testing and not yet widely available, so the exact functionality and appearance may change as TikTok iterates and improves upon it.

The SEO Implications of TikTok‘s Search Evolution

The introduction of more robust search features on TikTok is a game-changer for creators and brands looking to grow their presence on the platform. Consider these eye-opening statistics:

• 40% of young people now turn to TikTok or Instagram over Google when searching for a place to eat
• Google has acknowledged TikTok‘s threat to its core search business, with a senior VP stating that TikTok is changing the nature of discovery
• The number of indexed TikTok videos in Google search results has grown by 1,970% in just two years, from 81,000 in 2019 to over 1.6 million in 2021

As TikTok‘s search capabilities become more advanced and users increasingly rely on the app for discovery and recommendations, showing up in relevant search results will be essential for driving views, engagement, and growth. Much like the early days of YouTube, brands that invest in TikTok SEO now could reap massive rewards in terms of organic reach and audience building.

But succeeding with TikTok SEO will require a new approach to content creation and optimization. Whereas on YouTube, Google, or other search engines, the emphasis is on long-form content, detailed descriptions, and backlinks, TikTok‘s search algorithm prioritizes short, snappy videos that directly address user queries and encourage engagement.

To rank for popular keywords on TikTok, creators will need to focus on:

• Researching the keywords and topics their target audience is searching for and creating videos that provide clear, concise answers and value
• Naturally integrating relevant keywords into video captions, scripts, voiceovers, and on-screen text
• Optimizing titles, hashtags, and descriptions for search visibility
• Encouraging viewers to leave comments with the target keywords through strong CTAs, pinned comments, and conversations
• Tracking rankings for target keywords and optimizing content based on performance

[Include graphic visualizing the TikTok SEO process]

By aligning your content strategy with the way users are searching on TikTok, you can tap into a massive new source of organic discovery and reach. Early adopters who perfect their TikTok SEO game will have a significant advantage over competitors.

How to Optimize Your TikTok Videos for Search

While TikTok hasn‘t released an official playbook for search optimization (yet), there are a number of best practices you can implement based on what we know about how the feature works. Here are some tips:

1. Do your keyword research

Just like with any other search engine, the foundation of TikTok SEO is understanding what your target audience is searching for and creating content that addresses those queries. Use TikTok‘s Trend Discovery tool to uncover relevant keywords and trending topics in your niche, and see what kinds of videos are ranking for those terms.

You can also use third-party tools like Musikers or TikTok Insights to analyze top-performing videos and identify common keywords and themes. Make a list of target keywords to optimize for and map out video ideas that align with those terms.

2. Integrate keywords naturally

Once you have your target keywords, it‘s important to integrate them into your videos in a way that feels natural and not forced. This means using the keywords in your video script, voiceover, and on-screen text where relevant, but not stuffing them in unnecessarily.

You‘ll also want to include the keywords in your video caption, title, and hashtags. But again, the key is to make sure they fit naturally and don‘t come across as spammy. TikTok‘s search algorithm is likely sophisticated enough to pick up on keyword stuffing and may penalize your video as a result.

3. Optimize for engagement

In addition to the keywords themselves, TikTok‘s search algorithm likely takes engagement signals into account when determining rankings. The more likes, comments, and shares your video receives, the more likely it is to show up in search results for relevant keywords.

To boost engagement, focus on creating compelling, shareable content that resonates with your target audience. Use strong hooks and CTAs in your videos to encourage viewers to like, comment, and share. And don‘t be afraid to directly ask for engagement in your caption or pinned comment.

4. Encourage keyword-rich comments

Comments are one of the main ways TikTok‘s search feature identifies and surfaces relevant keywords, so encouraging your viewers to leave comments that include your target keywords can help improve your search visibility.

One effective tactic is to ask a question related to your target keyword in your caption or video and encourage viewers to leave their answers in the comments. For example, if your target keyword is "solo travel tips", you could end your video by asking viewers to share their top solo travel tip in the comments.

You can also pin a comment on your own video that includes the target keyword and encourages viewers to respond. The more keyword-rich comments your video receives, the more likely it is to rank for that term.

5. Focus on searchable content formats

Certain types of content are naturally more searchable than others on TikTok. In particular, tutorials, how-to guides, listicles, and question-based videos tend to perform well in search because they directly address common user queries.

For example, a video titled "5 Easy Vegan Lunch Ideas for Work" is more likely to show up in searches for "vegan lunch ideas" than a video titled "What I Ate for Lunch Today". When planning your content, think about what kinds of videos your target audience is likely searching for and create accordingly.

6. Track and optimize your results

Finally, it‘s important to track your TikTok search rankings and performance over time so you can optimize your strategy based on what‘s working. Use a spreadsheet or rank tracking tool to monitor your rankings for target keywords and note any videos that are performing particularly well.

Look for patterns and insights you can apply to future videos, such as common themes, formats, or hashtags that seem to be resonating. And don‘t be afraid to experiment with new ideas and tactics to see what moves the needle.

By consistently creating searchable, keyword-optimized content and tracking your results, you can improve your TikTok search visibility and reach new audiences on the platform.

The Future of TikTok Search

TikTok‘s new search features are just the beginning of the platform‘s evolution as a discovery engine. As more and more users turn to TikTok for information, recommendations, and entertainment, the app‘s search capabilities will only become more sophisticated and integral to the user experience.

For creators and brands, this presents a massive opportunity to reach new audiences and build a loyal following on the platform. By getting ahead of the curve and optimizing your content for search now, you can gain a significant competitive advantage and establish yourself as a go-to resource in your niche.

Of course, as with any new feature or algorithm change, there will be a learning curve and some trial and error involved. It will be important to stay on top of any updates or best practices shared by TikTok and to continually test and refine your approach based on your own results.

But one thing is clear: TikTok SEO is set to become a major focus for creators and brands in the coming months and years. Those who can master the art and science of creating searchable, engaging content will be well-positioned to succeed on the platform.

Conclusion and Next Steps

TikTok‘s new search features represent a major shift in how users discover and engage with content on the platform, and they have the potential to shake up the social media landscape as we know it. By making it easier than ever for users to find relevant, high-quality videos on the topics they care about, TikTok is positioning itself as a powerful search engine and discovery tool.

For creators and brands, this means that optimizing your content for search and investing in TikTok SEO needs to become a top priority. By researching relevant keywords, creating searchable content, encouraging engagement and keyword-rich comments, and tracking your results, you can improve your visibility and reach on the platform and build a loyal audience.

If you‘re not already incorporating TikTok into your social media strategy, now is the time to start. And if you are on the platform, it‘s time to double down on your efforts and make sure your content is optimized for search.

Here are some next steps to get started:

1. Conduct a keyword research audit to identify relevant terms and topics to target in your niche
2. Brainstorm video ideas that align with those keywords and provide value to your target audience
3. Optimize your existing videos for search by updating captions, hashtags, and descriptions
4. Create a content calendar that prioritizes searchable formats like tutorials, listicles, and Q&A videos
5. Engage with your audience and encourage them to leave keyword-rich comments on your videos
6. Track your search rankings and performance and optimize your strategy based on your results

By following these steps and staying on top of the latest TikTok search trends and best practices, you can set yourself up for success and take your TikTok game to the next level. Happy optimizing!