You know how it is: that one colleague talks about a nice, new hotspot from last weekend. Or a friend is very excited to travel to Montenegro next year. “How do you come to that?” There is a good chance that both were inspired by TikTok. Guilty!
Nowadays, people prefer to scroll quickly on TikTok for certain content, rather than searching via the old familiar Google Maps or Search. This makes sense, because this video content is realtime included. That feels much more authentic, credible and personal than a written review. That’s why Fingerspitz conducted research into the Dutch use of TikTok as a search engine.
Because which topics does the average Dutch person prefer to search via TikTok or Google, or does it make little difference? And even more importantly: what opportunities does this search shift offer you?
Dutch TikTok users at a glance
Let’s start with the current Dutch audience.
Their general needs on TikTok? Learn, discover and entertain. So when you create content for this story, you want these three elements to be central.
Are you curious about the distribution of men versus women and different age categories? In the tables below you can see how often users open the app and how actively they use the search function.
In the Netherlands, TikTok now has more than 4 million users, with a large share of Gen Z and Millennials. The engagement rate of this social channel is up to eight (!) times higher than other platforms. Although TikTok is mainly known among young people, its use among older target groups is also increasing rapidly.
Relevant topics TikTok search
Time for the interesting part. Because you now know that users often find inspiration and visual answers via TikTok, faster than on traditional search engines such as Google.
These are the most popular searches on TikTok:
- Holiday/travel
- (Famous) persons
- Food/recipes
- Product/store
- News
Number five is a standout for any industry. What news can you share to respond to those general needs? This popular search gives you the opportunity to strategically use TikTok for different search intentions.
TikTok vs. Google Searches
That said… you naturally want to know which search platform is chosen for your sector and strategy. Google provides detailed answers and TikTok is for quick inspiration.
What do all these preferences mean to you?
Search methods within TikTok
TikTok offers two types of search methods: the ‘Discover’ page and in the comments. Users navigate to similar videos using hashtags or terms in comments. No less than 44.8% of those surveyed searches several times a day via both search methods.
This way of searching differs considerably from conventional search engines. This gives you the opportunity to build content around specific themes or communities.
Search behavior preferences in the future
What do you think, will Google be permanently skipped in the future? Discover the estimate for your industry:
What exactly is your consumer looking for?
Essentially, you now know if your category is dancing to TikTok. But to use TikTok effectively as a search engine, you start with your target group.
These 3 simple steps will help you get started:
1. Get to know your followers
Gain insight into the age, location and gender of your followers via TikTok analytics. Choose the three dots at the top of your screen, select ‘Creator tools’ and then ‘Analytics’.
Under the ‘Followers’ tab you can find out when your followers are most active. You want to plan your content around this.
Don’t forget to research which videos get the most engagement, so you know what works. You will find this under the ‘Content’ tab
2. TikTok Keyword Research
While you often dive into SEMrush for Google, you choose a different approach to learn more about your TikTok search behavior.
Enter a relevant search term via the ‘Discover’ search bar. You now not only see which content and hashtags are performing top, but you also get inspiration for popular sounds that are used in similar videos.
You can create a clearer overview by clicking on the three dots on the ‘Discover’ page, and then on ‘Filters’. This way you know what has recently done well in the algorithm. Or do you know what remains relevant in the long term?
In addition, you also want to focus on the suggested terms that come up with your keyword. Repeat these steps again to create strong, specific content.
3. Analyze and optimize
You want to keep testing what works and what doesn’t. Use A/B testing to test different types of content and optimization techniques. Post similar videos with slight variations in hashtags, descriptions or call-to-actions to learn which one performs best. This way you can always optimize your TikTok SEO strategy.
By following these steps, you too will stand out among the sea of videos. This will strengthen your visibility, interaction and relevance on TikTok.
Do you dance along on TikTok?
The bottom line is that TikTok has changed the world of search. Especially the way we search, discover and get inspired.
This platform offers you enormous opportunities to be visible and relevant to a wide audience. At least, if you smartly optimize for TikTok search behavior, you will certainly stand out from the crowd.
So, where is your focus in 2025? Will you join the dance and opt for social search or will you continue to invest in Google? Whatever choice you make, go for what works and build a strategy that responds to the wishes of your target group.
Source: www.frankwatching.com
