In recent years there's been a noticeable shift in how people navigate online, with the emergence of social search taking centre stage. From TikTok to Instagram and Pinterest, social media platforms are increasingly becoming go-to destinations for web users seeking information, inspiration and recommendations.
But what does this mean for businesses, and is TikTok poised to become the new frontier for search? Our Content Marketing Executive, Milly Miles and SEO Specialist Rizza Prado explore…
The emergence of social search
The surge in social search marks a significant shift in user behaviour, influenced by various factors, including evolving consumer habits and changes in Google's search algorithms. Nowadays, users are now turning to social media platforms, not just for socialising, but also as hubs for learning, discovery and recommendations. Google's diminishing organic search reach, coupled with its emphasis on paid advertisements, is also likely to of nudged users towards exploring alternative platforms to unearth more trustworthy content and information (que the content creators!).
The rise of video content has also revolutionised the buying process. With platforms like TikTok offering bite-sized ‘edutaining’ content, consumers have a quick and efficient source to access reliable reviews and insights without the hassle of scouring the web for hours, trying to judge whether a review’s real or fake.
So, what does this mean for Businesses?
With the rise of social search, businesses need to adapt their digital marketing strategies to meet consumers where they are – on social media platforms like TikTok. It's no longer sufficient to rely solely on traditional search engine optimisation tactics for Google. Instead, businesses must invest in creating engaging and shareable content tailored to the preferences of their audience on the app.
What content should we be posting?
The key to success on TikTok lies in creating a content strategy that resonates you’re your audience and revolves around what they’re asking in your industry. Businesses should focus on producing short, entertaining and informative videos that capture viewers' attention within the first few seconds. Consider leveraging trends, challenges, and memes relevant within your industry to stay current, boost reach and appeal to TikTok's user base.
Additionally, behind-the-scenes glimpses, Q&A’s, tutorials, product demonstrations and user-generated content can all help humanise your brand, foster authentic connections with your audience and encourage viewers in the buying process. Remember to keep your content natural, relatable and aligned with your brand identity to maximise its impact. Real recognise real here.
How does SEO work on TikTok?
To boost your search engine optimisation efforts on TikTok, it's crucial to understand and leverage the platform's unique algorithm. When it comes to your content, you want to ensure your videos or carousels are engaging to prompt likes, comments, shares and views, as TikTok prioritises content with high engagement rates – the earlier the engagement, the better!
When it comes to keywords and hashtags, begin by strategically and regularly using a mixture of popular and niche hashtags around your industry on your content to increase reach and visibility under those hashtags. Don't forget to optimise your content with descriptions and relevant keywords to improve searchability within the platform too, searching one keyword and checking the ‘Others Searched For’ results is a great way to find out what terms your audience are actually putting into that search bar.
Consistency is key on TikTok, so maintain a regular posting schedule to signal to the algorithm that you're an active user worth promoting. Oh, and lastly! Regularly monitor your performance using TikTok's analytics tools, adjusting your SEO strategy accordingly.
Should my business be on TikTok?
While TikTok has rapidly emerges as a social search powerhouse, before diving into it, it’s important to consider that not all businesses may find value in establishing a presence on the platform. Whilst there are SEO and brand awareness benefits, there are other factors to consider, such as are your audience on the app? Do you have the time and resources to consistently create or adapt existing content for the platform? Because if not, you might need to consider alternative platforms or outsourcing social media support.
TikTok's rise as a social search engine is reshaping digital marketing strategies across the world, providing businesses with an alternative way to connect with their audience and grow online – but social media managers and company owners must consider their suitability on the platform to achieve success.
If you need help discussing your online marketing strategy or you’re interested in our social media management services, call Website Success today on 01243 888555 or click here to book a chat in the diary.
