TikTok Search Gets A New, Dedicated Shortcut

In a bid to get more users choosing TikTok for search purposes, the platform is prompting them to download a new, dedicated shortcut to their home screens. 

This comes at a time that sees TikTok in competition with giants like Google for the title of the internet’s number one search engine. While this seems a little far-fetched, given Google’s decades-long standing, TikTok is showing no signs of backing down. Hence the constant updates and launching of new features to aid its goal. 

In recent years, TikTok has become a hub for discovery. Many young users now regularly look for answers in the app, pushing the platform to adapt and evolve to suit these particular needs and level up its standing in the social-scape. Back in 2022, Google even acknowledged the threat TikTok poses to its core search business. Yet, while TikTok still isn’t close to matching Google’s expertly-crafted search engine, if it encourages more search-related activity, TikTok search could become a more embedded process for the next generation of consumers.

So how is TikTok planning on getting there and what will the future of consumerism look like if/when it does?

Will adding the TikTok search function to home screens change the game?

As you can see in this post by Girl Power Marketing, the new TikTok search shortcut makes it easier to discover TikTok content without having to tap through to the relevant area in the app. 

Alongside enhancing TikTok’s standing as a search engine, this could also help it become more of a shopping destination, by highlighting relevant product matches in-app. This will then lead to more discovery of consumer behaviours and user engagement routed through this process. 

As we know, Google’s Shopping feature has sat securely among the top spots  for online shopping for well over two decades, but where it falls flat is in lacking a streamlined purchase experience; that which TikTok has now seen a gap in and filled immediately. The introduction of the new TikTok search button underscores the platform’s strategic focus on user-centric innovations and monetisation opportunities. Think about the preferences of its user base and the growing importance of in-app discovery. Leaning into both aspects at once will only strengthen TikTok’s competitive position and unlock new avenues for growth.

So does TikTok search have what it takes to make waves in the digital discovery space?

Definitely. 

While its emphasis on enhancing its discovery capabilities is not a novel concept, it is, in fact, a strategic necessity rooted in a mission to connect users to compelling short-form and influencer marketing content. Furthermore, this convergence of entertainment and commerce reflects the platform’s keen understanding of user intent and behaviour, strengthening its competitive advantage against the likes of Google. 

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