But TikTok is also a powerhouse search engine that has steadily grown in popularity. In fact, 74% of Gen Z now turns to TikTok in a feeding frenzy of search activity, and 51% favor it over Google, particularly for short-form video content.
For food brands, manufacturers and foodservice operators, it’s also important to note that 56% of Gen Z and 29% of millennials feast on TikTok for cooking support. The platform is a go-to source of new food inspiration for 53% of Gen Z.
TikTok’s stature as a search engine has grown to such an extent that it’s setting off alarms at Google. Prabhakar Raghavan, senior vice president at Google, has commented on the app’s appeal for young searchers. “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” he said. “They go to TikTok or Instagram.”
Like Google, TikTok stresses the need to custom create informative and helpful content based on the target audience’s search intent (aka purpose for their search). Weaving in key words that they use for their search and producing engaging content are essential.
But brand authority, or how well-known a brand is across marketing channels, doesn’t heavily influence rankings on TikTok. There’s a lower barrier to entry and more of an open playing field factor, which could work in favor of lesser-known brands and content creators and help them gain visibility faster than they might on Google.
Given its enormous engaged audience and power to propel trends, TikTok is a treasure trove of data, insight and foresight. Understanding how to leverage SEO on TikTok to inform on trends and opportunities months ahead of schedule can help those in the food business drive sales to new heights.
“TikTok’s video-driven format is changing the buyer journey and making discovery easier and more fun,” explained Hays Formella, social media director at The Food Group. “Insight into what’s new and what’s next can be incredibly helpful for food professionals who want to tap into existing trends or anticipate and create new ones.”
1. Define your audience:A firm grasp of your audience — who they are and what they’re looking for — is the base of any recipe for SEO success on TikTok (or any social channel or search engine, for that matter). Understanding the wants and needs of the users you’re trying to reach is foundational for creating the content they crave.
2. Add key words: Use relevant and descriptive key words related to your target audience’s interests. Peppering key elements like video captions, on-screen text and user profiles with key words helps the TikTok search algorithm include your content in search results. Where can you find the right key words? The TikTok search bar’s predictive text — typing in your base key word to see what other key words TikTok suggest — is an easy hack.
3. Hash out hashtags: Nothing facilitates finding content tied to your interest like a good hashtag. TikTok’s search algorithm ranks content based on relevance and popularity. The right hashtags are the gateway to your target audience, making it easy to increase engagement and interactions. Optimize your hashtags with essential key words that reflect purchase intent for your product or service.
4. Optimize your audio: Sound can make or break your content on TikTok, where video is everything. The platform’s Creative Center makes it easy to find trending sounds that fit your content and resonate with your audience. It also enables you to put your own spin on audio and add some unique flavor to your posts.
5. Track your progress: TikTok analytics are essential for gauging your success on the platform. The platform’s robust analytics tool provides data points and statistics that can help you optimize your content, including video views, profile views, engagement rates, new followers, viewer demographics and viewers of live videos.
As the fastest-growing social search platform with particular appeal for Gen Z, TikTok is a wake-up call to food professionals looking to feed the bottom line. Now is the time to dig into the platform’s plateful of SEO opportunities, boost visibility and gain a competitive edge.