How to use TikTok’s growing popularity as a search engine to help increase sales

The challenges of marketing to Gen Z

As new generations become economically active, businesses are greeted with the dual-edged sword of opportunity and challenge. To reach a Gen Z audience and tap into their $450 billion in spending power,¹ retailers must reevaluate online marketing basics, ensuring they align with this generation’s values and attitudes.

Some Gen Z priorities include:

• Authenticity. A survey found that 82% of Gen Z consumers say they trust companies more if they use images of real customers in their marketing.²
• Social impact. 72% of Gen Z shoppers surveyed are likelier to support a company that contributes to social causes.²
• Engaging, concise content. Gen Z’s digital preferences are distinctly oriented toward visual platforms and short-form videos. Successful marketing requires more than just adjusting messages for their values – it demands a shift in the delivery of these messages.

24/7 accessibility. This generation is accustomed to the immediacy of engaging with anyone online. Retailers should adopt a frictionless multi-channel approach, ensuring their presence is felt across platforms where Gen Z spends their time.

Although the Millennial and Gen Z generations share many similarities, most notably an ease and regular use of digital media and platforms as a part of their lives, nuances between the generations steer their media consumption habits as well.

Should you use TikTok for marketing?

Navigating the Gen Z content-sphere might seem like a Herculean task for the uninitiated. Yet, the pervasive presence of TikTok across global demographics offers a compelling case for its inclusion in any growth-focused marketing strategy.

While every brand dreams of going viral on TikTok, the platform’s potential extends beyond these fleeting moments of fame. Similar to other digital strategies like email marketing, TikTok offers different ways to help boost sales and revenue, each requiring its unique approach and understanding of the platform's intricacies.

The key to organic TikTok marketing is integrating your brand into feeds through relatable, authentic content. To do this, dive into the platform and look for content related to your products or services while considering how your brand can add value to the conversation.

Explore more ideas for marketing on social media platforms.

How are people using TikTok as a search engine?

While Google still reigns supreme for search, especially local searches, TikTok caters to specific informational needs. Users go to TikTok to learn new skills, source product and service recommendations, and discover life hacks.

Importantly, TikTok Search has become a go-to for brand discovery. In 2023, 6 of the top 10 most popular searches on TikTok were brand names, underscoring the platform's capacity to foster brand engagement and loyalty.³

This pivot toward search functionality may offer a unique opportunity for businesses. By aligning content with the search habits of TikTok users, retailers can leverage how-to videos, product showcases, and insider tips to drive awareness, engagement, and, potentially, conversions.

Using TikTok Search Ads

While many brands initially adopted TikTok in organic marketing efforts, the platform's introduction of paid Search Ads in 2023 significantly expanded its advertising toolkit.

With the new “search toggle” feature, ads now seamlessly integrate with organic video search results. Since 71.2% of TikTok shop users have bought something after seeing it in their feed, TikTok Search Ads are fertile ground for advertisers hoping to capture the attention of potential customers actively seeking or stumbling upon related content.⁴

To get started, businesses should set up a TikTok for Business account. Beyond Search Ads, TikTok for Business also opens the door to a suite of analytics and other advertising tools designed to amplify your brand presence and engagement.

TikTok Shop is a new opportunity for businesses

TikTok Shop is another new feature that has helped transform TikTok into a direct sales channel for retailers. Today, brands can sell products straight through the app – and thanks to TikTok Shop’s support for PayPal, users can enjoy streamlined, secure online transactions.

TikTok Shop aligns perfectly with the shopping habits of Gen Z, specifically their preference for a frictionless unified shopping experience characterized by minimal clicks from discovery to checkout. By offering integrated payment options, including digital wallets like PayPal, retailers can better meet their expectations for convenience and immediacy as well.

Using TikTok to unlock new sales channels

Frictionless shopping experiences that feel as natural as simply scrolling through your feed do more than satisfy consumers – they turn casual browsers into loyal customers and impulse clicks into sales.

Learn more about leveraging social media with our guides to selling on Facebook and Instagram.