Imagine you are looking for a restaurant, a hairdresser or a new pair of trainers. Where do you start? Many younger people do not open Google, but TikTok. They want to see what something looks like and what others think of it.
That has turned TikTok into a search engine as well. In this article you will read what that means for your business. You will see how to get found, which videos work and how to use ads.
Why younger people search on TikTok
Google gives you a list of links. TikTok gives you visuals. You immediately see what a dish looks like, how a haircut turns out or how a product is used. For many people that feels quicker and more honest than reading a website.
The comments play a part too. Under a video you find questions and experiences from real people. Within a few seconds, someone gets an impression of the atmosphere, the quality and the price level.
Do bear in mind that not every audience searches this way. As a rule of thumb, the younger your customer, the greater the chance they search on TikTok. So first check whether your target audience is active there. Type a few search terms from your industry into the search bar and see what appears. Do you see plenty of videos and comments? Then there is interest.
Use the words people search for
A search term is the word or phrase someone types in. Think of "hairdresser Amersfoort" or "lunch tips". TikTok reads far more than just your description. It looks at what you say, what appears on screen and which text you add. That is how TikTok decides which searches your video fits.
So place your search term in several spots:
- In your video: say the term out loud, for example in the first sentence.
- On screen: add the term as text in your video.
- In your subtitles: these also help viewers who watch without sound.
- In your description: write a short, natural sentence that includes the term.
- In your hashtags: choose a few that genuinely fit, not a long list.
Here is how to find good search terms: type a word into TikTok’s search bar and look at the suggestions that appear. These are searches that people really use. Write them down and make a video for each term.
Use your customer’s language, not your own industry jargon. People search for "bathroom renovation", not for the name of your working method.
Answer questions that customers really ask
A trend video is forgotten after a few days. A video that answers a specific question can be found for much longer. Someone with a question will still be looking for the answer in a few weeks or months.
A good example is the question of how long it takes to install a dormer extension. People who type that in are often already seriously exploring their options. A clear answer brings them closer to a decision.
Suppose you run a company that installs dormer extensions. Customers keep asking how long the work takes and whether they need to be at home. You make a video of about 40 seconds. The question appears on screen as text. You give the answer straight away. Then you briefly show what a working day looks like, from the first panel to the finishing. In the description you add the same question. Someone who later searches for "how long does a dormer extension take" may come across your video. They see your team, hear an honest answer and remember your name.
Questions you can start with:
- What does it roughly cost, and what does that depend on?
- How long does it take from enquiry to result?
- How does an appointment with you work, step by step?
- What is the difference between two options that customers often compare?
- What sometimes goes wrong, and how do you prevent it?
Ask your team which questions they hear every week. That is where your best content is. Keep your video short, let a real person do the talking and get straight to the point. You do not need an expensive production. A phone, good lighting and clear sound are enough.
Combine it with ads
Organic videos take time before they deliver results. With ads you can become visible faster. With search ads on TikTok, you appear at the top for searches in your industry. You choose for yourself which search terms you want to appear for.
A search term that you advertise on is called a keyword. Choose words that match what customers really search for, just as you would in Google Ads. That is a sensible first step.
Here is how to go about it:
- Start with videos that already work well organically. You can often use these as ads too.
- Make your ad look like an ordinary TikTok, not like a commercial.
- Start with a small budget and see which search terms and videos get the most response.
- Test the ads alongside your organic videos, so that you can see what each delivers separately.
Keep in mind that advertising options can differ by country and by account. Check in TikTok’s advertising platform what is available to you.
Measure what it delivers
Views are nice, but they do not pay the bills. So look beyond the number of views. Pay attention to how long people keep watching, how many save or share your videos, and how many visitors end up on your profile or website.
Also set up tracking on your website. A pixel is a small piece of code that shows what visitors from TikTok do on your site. That way you can see whether they fill in a form, call you or buy something. Without that measurement, you do not know which videos really deliver anything.
Also simply ask new customers how they found you. Add that question to your contact form or raise it during an initial consultation. It costs nothing and often gives valuable insights.
Be patient. As a rule of thumb, it takes a few weeks to months of regular posting before you see a pattern. So choose a pace you can sustain, such as one or two videos a week, and build it up gradually.
Frequently asked questions
Do I need an expensive production?
No. A phone, daylight and clear sound are enough. Viewers mainly want to see an honest and useful answer. An overly polished video often stands out less on TikTok.
How long does it take before I get found?
That differs by industry and by search term. Sometimes a video quickly gains reach, sometimes only after weeks. So plan a trial period of several months and then assess what works. With ads you see results sooner.
Is TikTok right for my business?
That depends on your target audience. A restaurant, hairdresser, online shop or contractor with private customers often has a chance. For a company that supplies other businesses, it can be different. First check whether there are already searches and videos in your industry.
Book a free 30-minute introductory meeting
Want to know whether TikTok is a good search engine for your business? Adventio Marketing in Amersfoort is happy to look into it with you. We will discuss your target audience, your search terms and whether organic videos, ads or a combination suit you best.
Book a free 30-minute introductory meeting. You will receive honest advice and concrete first steps, even if it turns out that TikTok is not yet your first choice.
