by Kundan Kumar, Senior Manager – Performance Media, UM UAE

The following insights are derived from extensive testing and research conducted by UM in partnership with TikTok, with a focus on new advertising formats and campaign optimisation for clients across the region.

The Evolving Search Landscape: How TikTok is reshaping the Future of Search

For decades, individuals seeking information online have naturally gravitated toward traditional search engines like Google, which established their dominance through sophisticated algorithms that prioritise relevance and authority based on website content and backlinks. This deeply ingrained behaviour, however, is undergoing a significant transformation, as TikTok has emerged not merely as another platform in the search ecosystem but as a transformative force actively reshaping how users discover information online. Rather than simply complementing traditional search engines, TikTok is fundamentally disrupting established search behaviours through its distinctive dual approach to information discovery.


The “Dual” Search Revolution

TikTok’s search ecosystem operates through a sophisticated dual mechanism that seamlessly integrates both active and passive discovery. Contrary to the misconception that TikTok users merely consume content passively, emerging data reveals a dynamic interplay between intentional searching and algorithm-driven discovery. A striking 23% of users actively initiate searches within just 30 seconds of opening the app, demonstrating clear intent-driven behaviour that rivals traditional search engines.

This hybrid model represents a key evolution in search, contrasting Google’s text-based queries with TikTok’s immersive, visual-first approach that seamlessly merges active searching with spontaneous discovery. According to TikTok, 55% of consumers now prefer researching products on video-based and social platforms over traditional search engines, with users increasingly crowdsourcing information by watching short-form videos, reading comments for social proof, and exploring interconnected hashtags.


Rethinking Active Search

The widespread misconception that TikTok functions solely as a passive discovery platform significantly undervalues its search capabilities. TikTok’s user base in MENA has exploded from merely 6 million in 2018 to an estimated 171 million in 2023, reflecting an enormous audience that is increasingly engaging with the app on a daily basis. Consequently, many of these users are simultaneously embracing TikTok for search and discovery purposes. With 57% of its user base actively utilising search functionality, TikTok has fundamentally revolutionised how users seek information online.

TikTok’s search mechanism operates on principles that differ significantly from traditional search engines. At its core lies a sophisticated algorithm that analyses a multitude of signals to determine the content users are most likely to find engaging and relevant. These signals encompass user interactions such as likes, shares, comments, and watch time, alongside video information including captions, hashtags, and audio elements, plus user account settings and device preferences. This algorithm-centric approach prioritises understanding user behaviour and preferences over conventional keyword matching to deliver highly pertinent search results.

Consequently, TikTok can surface content that, whilst not explicitly containing the searched keywords, aligns closely with the user’s demonstrated interests. Hashtags play a pivotal role in TikTok’s search ecosystem, enabling users to easily navigate and explore specific topics. The platform’s algorithm also appears to favour content that is currently trending, thereby further enhancing discoverability.

The dominant format of search results on TikTok is short-form video, which facilitates rapid and effortless information consumption, ideally suited for the shorter attention spans prevalent among its user base. This format enables dynamic and visually appealing presentations of information, often preferred over the lengthy, text-heavy content typical of traditional search results. Furthermore, TikTok’s search experience is inherently visual, with users frequently initiating searches based on visual cues, particularly for products or aesthetic inspiration. Audio elements, especially trending sounds, also contribute significantly to the discoverability of content within the platform.


Strategic Opportunities for Brands

TikTok’s search evolution presents not merely an opportunity but a strategic imperative for brands across all sectors. The platform’s Search Ads product is revolutionising how brands engage with consumers at their precise moment of intent, offering an integrated approach that maintains creative authenticity whilst delivering commercial messaging at the point of active discovery.

For brands to fully capitalise on this shift, they must develop multidimensional approaches that leverage both the active and passive discovery pathways:

  • Visual Search Optimisation: Develop content specifically plotted for TikTok’s visual search algorithm, emphasising movement, colour patterns, and visual hooks that increase discoverability.
  • Intent-Based Content Mapping: Create content that addresses the full spectrum of search intents, from specific product queries to broader category exploration.
  • Cross-Platform Integration: Develop cohesive strategies that leverage TikTok’s unique search capabilities whilst maintaining presence across traditional search channels.

The Path Forward

TikTok is not merely complementing the search landscape – it is fundamentally transforming it. As the platform continues to evolve its search capabilities, the distinction between active and passive discovery will increasingly blur, creating a seamless information ecosystem that combines intent, entertainment, and discovery.

For brands, the imperative is clear – the numbers confirm that TikTok has become a powerful search and discovery engine, particularly in mobile-centric markets like MENA – and brands aiming to engage these audiences should take careful note of how, when, and what users are searching on TikTok.