Optimizing for TikTok Search: Strategies to Reach a Larger Audience

In today's digital landscape, reaching a larger audience is a key goal for marketers and business owners. However, many struggle to gain visibility and engagement on social media platforms. This article aims to provide actionable strategies to optimize your TikTok content, making it more discoverable and engaging. Whether you're a seasoned marketer or a business owner, these insights will help you leverage TikTok's unique features to reach a broader audience.

The Power of TikTok

TikTok is not just a platform for viral dance videos; it's a powerful search engine with over 1.1 billion active users each month. This represents about 25% of the active internet users globally. Ignoring TikTok means missing out on a significant chunk of your potential audience. The platform's algorithm is designed to show content that users are likely to engage with, making it an ideal place for brands to gain visibility.

Understanding TikTok as a Search Engine

To optimize your content for TikTok, it's crucial to understand how the platform functions as a search engine. When users search for keywords, TikTok reveals a range of videos related to those keywords. Unlike traditional search engines like Google, TikTok provides a rich visual experience, almost like a personalized Netflix channel. This makes it easier for users to find and engage with content that interests them.

Comparison with Google Search

Let's compare TikTok's search functionality with Google's. If you search for "Bali hotels" on Google, you'll likely see sponsored placements from big brands like Booking.com and Agoda, followed by articles from major publications. These articles often feature professionally styled images that may not provide a genuine feel of the place.

In contrast, searching for "Bali hotels" on TikTok reveals a series of videos, often created by content creators who have stayed at these hotels. These videos offer room tours, personal reviews, and interactive content that provide a more authentic experience. This level of engagement is something that traditional search engines can't match.

Getting Started with TikTok Search Optimization

Step 1: Research and Content Pillars

Before creating content, it's essential to establish your content pillars. Think of these as the guiding rails that keep your content focused and relevant. Spend time researching what your target audience is interested in. Use TikTok's search bar, the "other people search for" module, and the TikTok Business Suite to gather insights.

Example: RMIT Training

RMIT Training, an education brand, used this approach to understand what international students in Melbourne were interested in. They found that students cared about both academic aspects and extracurricular activities. By incorporating local attractions like wildlife reserves into their videos, they created engaging content that resonated with their audience.

Step 2: Crafting the Video

Once you've done your research, it's time to create the video. A well-crafted TikTok video consists of three main parts: the hook, the body, and the call to action.

The Hook

The hook is the first few seconds of your video, designed to grab the viewer's attention. Use keywords in the hook to tell both TikTok and the viewer what the video is about. For example, if you're targeting international students, your hook could be "Being an international student in Melbourne."

The Body

The body of the video is where you deliver the main content. If you're sharing tips, count down from three to one to keep the viewer engaged until the end. This increases the likelihood that TikTok will reward your video by showing it to more users.

The Call to Action

A call to action (CTA) guides the viewer on what to do next. While it's essential not to be too salesy, a subtle CTA like "Follow for more tips" or "Save this video for future reference" can be effective.

Step 3: Optimization Techniques

To make your TikTok videos even more discoverable, follow these optimization techniques:

Text on Screen

Include text on the screen to reinforce your message. Ensure the text stays on screen for at least four to five seconds to give viewers enough time to read it.

Captions

Don't overlook the importance of captions. Use keywords in your captions to help TikTok understand what your video is about. Emojis and capital letters can also make your captions more engaging.

Hashtags

Use four to six relevant hashtags, starting with one that directly relates to your video's content. Create a unique hashtag for your brand to make it easier for users to find all your content.

Leveraging User-Generated Content

User-generated content (UGC) is a powerful way to humanize your brand and build credibility. By working with content creators, you can produce authentic videos that resonate with your audience. Platforms like MentionBrand can help you find the right creators and conversations to engage with, making your UGC efforts more effective.

Repurposing Content

Don't let good content go to waste. Repurpose videos by making small tweaks, such as changing the text on screen or the video hook. This can significantly increase the video's reach and engagement.

Optimizing for TikTok search can significantly boost your visibility and engagement. By understanding the platform's unique features and leveraging them to your advantage, you can reach a larger audience and achieve your marketing goals. Whether you're a seasoned marketer or a business owner, these strategies will help you make the most of TikTok's powerful search engine capabilities.