New research data from TikTok reveals that the platform is becoming increasingly important as a search engine, especially among younger consumers. The figures indicate that search ads within the app yield significantly better results than traditional campaigns.
Search behavior is shifting to social platforms.
Research by WARC among over 1,000 American consumers shows that TikTok is now a competitive search tool compared to Google, especially among younger audiences. Users conduct billions of searches daily within the app, a 40 percent increase compared to last year. This development places TikTok Search Ads, introduced in 2023, in a strategic position for advertisers.
The research indicates that young people primarily use TikTok to search for beauty and fashion products, entertainment content, and recipes. These specific search interests provide companies with concrete opportunities to reach their target audience at the moment they are actively seeking information.
Noticeable impact on business results
The performance figures for TikTok Search Ads are promising. Campaigns that include search ads generate, on average, twice as many purchases as comparable initiatives without a search function. For large advertisers, this advantage even rises to 2.2 times more conversions.
Specifically within retail, search-oriented campaigns yield 1.9 times more purchases and a significantly higher return on advertising spend (ROAS) compared to standard campaigns. These figures highlight the value of tapping into users' active search behavior.
Practical application possibilities for marketing strategies
Companies can integrate TikTok Search Ads into their marketing plans by targeting the most popular search categories within their sector. The platform offers advertisers the opportunity to display brand results within relevant search queries, allowing them to reach consumers during their decision-making process.
The timing is favorable for companies looking to expand their digital marketing strategy. With the growing popularity of TikTok as a source of information, search ads can serve as a valuable addition to existing campaigns.
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