For years, Google has been the go-to for searching the internet. As it’s grown, marketers have adapted their strategies to include search marketing. Now that TikTok has surpassed Google for the top spot, what does that mean for marketers?
First and foremost, TikTok is no longer a dance-centric app. While a majority of TikTok’s users are ages 18-24, that doesn’t mean other generations aren’t on it, too. In fact, it’s one of the most visited websites worldwide, according to Cloudflare. With all this in mind, there is untapped potential for B2B marketers on TikTok.
The appeal of TikTok as a search platform
As the number of users on TikTok has grown, so has its features. From hashtags and location tagging to suggesting content that a user might like, the videos that come up on a person’s “for you page” can be hyper specific.
How exactly are people using the search function? Take this example of a person traveling to a new city. The traveler goes on Google, searches for a dinner spot, and finds hundreds of paid advertisements and Yelp reviews. Or they search on TikTok and find a short video that showcases a restaurant’s food and ambiance. Since many people prefer to watch a video instead of read something—they might be more influenced to go to the place they found on TikTok.
On top of that, once a person interacts with a video of a certain subject matter, TikTok’s algorithm is more likely to show them similar content. Companies that have videos readily available when someone searches a topic is the digital equivalent of “the early bird catches the worm.”
Opportunities for B2B marketing teams
While the brands that often receive the most buzz on TikTok occupy the B2C space, that doesn’t mean there isn’t room for B2B organizations.
Marketers can take advantage of the search feature by creating content that educates and inspires. Square, a card reader technology company, started on TikTok by sharing videos from businesses that use its product. Now the company shares various types of content, such as how-to and product videos.
Another B2B social marketing resource, albeit underutilized, is influencers. Developing an influencer strategy can help a brand increase engagement and reach. One prime example is when Adobe partnered with comedian Hasan Minhaj for a video about turning 30, complete with a clever joke about updating Acrobat.
As TikTok continues to grow, so does the potential for marketers. Using the platform for search might currently be preferred by younger audiences, but behaviors can—and will—change.
Navigating challenges + the future of search marketing
While there are opportunities on TikTok, it also comes with misconceptions and some limitations.
We would be remiss to not mention the recent controversy surrounding TikTok. U.S. lawmakers are concerned that ByteDance, TikTok’s parent company, is sharing user data with the Chinese government. The app is banned on government devices in various countries, including the U.S., and it’s currently unknown if TikTok will be banned for other users in the future.
Another point to consider is how TikTok’s creative environment differs from other social media platforms, specifically LinkedIn. The professional nature of LinkedIn, which is popular in the B2B space, differs from the candid and unpolished videos often found on TikTok. That may deter some B2B organizations from having a presence, but the search capabilities extend new possibilities and the platform itself offers an opportunity to humanize a brand. Developing a consistent brand voice and personality that resonates with your audience can help foster a deeper connection and trust.
It’s important to note, TikTok should be an addition to a broader B2B marketing strategy—not a replacement. When embracing new platforms in the digital age, evaluating return on investment will help marketers determine where to dedicate the most time and effort. As TikTok continues to gain momentum after surpassing Google as the preferred search platform, marketers need to understand the opportunities and challenges it presents.
By embracing TikTok’s unique features and engaging with its active users, companies can tap into a new realm of search marketing and reach a visually driven audience. ddm’s content and media experts work in this world daily. When you’re ready to dip your toes into TikTok’s advantages, give us a call.