TikTok Search Behavior: Why Consumers Abandon Traditional Search Engines

“The big change has been a move away from traditional search engines as a point of discovery to something more engaging, like TikTok. TikTok becomes the point of discovery,” comments a VP of e-commerce from the fashion industry.

Whereas other platforms use the social graph to link users to brands, TikTok makes use of an interest graph to help connect users with brands. The algorithm uses user interests and interactions to sort content instead of social connections. For a brand, this is an opportunity to reach new audiences. Data shows that 68% of users agree TikTok’s For You page offers special personalized content enhancing product discovery.

Organic Discovery on TikTok Outshines Traditional Search Engines

TikTok users are not just discovering the content in a random way but are actually using the platform’s search functions to look for specific content. Using the search function and the Shop tab, users can find more genuine and relevant results.

According to the data, 2 out of 3 discoveries on TikTok are made intentionally, which means that the network is not only a tool for entertaining people but also for informing them about potential purchases.

The Evolving TikTok Search Behaviour of Users

Research has identified several key trends in TikTok search behavior :

• Over half of the respondents are now using video and social media platforms to search for products as opposed to using search engines
• Almost 3 out of 5 users use TikTok search
• About 1 in 4 users searches for something within 30 seconds of opening the app

It is important to mention that TikTok shoppers often come back to the platform after making the purchase.

• 2 out of 5 TikTok users admit to coming back to the app to leave feedback for the brand or the product
• More than a third of TikTok users come back to see how others are using the product

These findings suggest that TikTok is not only a discovery tool but also a place where people can share their experiences.

TikTok Is Better Than Competing Channels in Helping Customers to Make Buying Decisions

TikTok is outperforming its competitors across core media and e-commerce platforms in terms of purchase consideration metrics. Users of TikTok:

• Want to buy something new and want to try something different
• Watch video reviews or how-to-use tutorials before making a purchase
• Check out the comments to see what other people have to say or ask questions about something they are interested in buying

TikTok Search Behavior: #TikTokMadeMeBuyIt Era

The research established that nearly 1 in 2 shoppers on TikTok discover or learn about a new brand on the platform through ads or shoppable content. This number is much higher than that of other e-commerce and media platforms.

It’s no surprise that the #TikTokMadeMeBuyIt trend took over the e-commerce world when it was started by users in 2020.

A Personalized Experience for Every Type of Shopper

TikTok is a giant when it comes to providing a personalized content recommendation for shoppers:

• 73% of shoppers on TikTok agree that the platform provides product recommendations based on their interests
• 68% of shoppers on TikTok agree TikTok simplifies discovering more brands, products or services they like

This ability to facilitate discovery is not only inherent to TikTok but also a consequence of its community-oriented approach, where users become both the consumers and the promoters of products, recommending them with enthusiasm and credibility.