Unless you have been living under a rock, you’ll know that TikTok has quickly become a search engine. In fact, Google, is no longer the go-to search engine for all search queries, with some consumer queries on travel, fashion and interiors out numbering those in search engines.
The shift has mostly been driven by younger audiences, who search for “how to” videos, which isn’t surprising, given that short how-to videos are more accessible than larger, written guides.
And whilst Google, and YouTube, still dominate with other search queries, it’s important to treat TikTok with the same level of care and importance as a search engine, that you would with other search engines.
Following TikTok’s launch of Creator Search Insights, we look at how brands can utilise this new tool to create content that users are actively searching for.
What is TikTok’s new tool, Search Insights?
Search Insights is a lot like a keyword research tool you might use for search engines, such as Ahrefs or Keyword Planner, but it’s built directly into TikTok.
This new tool allows you to see the most popular search topics on TikTok, in real-time, removing the guess work and those assumptions we’ve all made in the past.
It means that brands and creators can now make data-led decisions about the type of content that users will engage with.
How do you use Creator Search Insights?
No skill, knowledge or payment is required and it’s incredibly simple to use.
Simply, open the TikTok app, and type into the search bar ‘Search Insights’ and the top result will take you to the search insight area.
From here, you can use the search function to find relevant search trends. It’s better to keep your searches shorter, and broader, instead of using long tail keyword phrases like questions, to get the best results.
It’s worth keeping in mind that people search very differently on TikTok to how they would on Google. Below, we’ll show you how we’d use the tool for our clients in the property and construction sector.
How to use TikTok Search Insights for property and interiors content
When utilising TikTok Search Insights for interiors content we want to start extremely broad with our research, and search for ‘home’.
Here are the results:
- Minimalist Home 85% search popularity
- Ab Workout at Home 85% search popularity
- Home Workouts for Men 85% search popularity
- Colourful Home Decor 85% search popularity
- Snacks to Make at Home 85% search popularity
Of course, there are two that aren’t relevant in the top five, but with the plethora of results, this isn’t a problem, and is always to be expected when starting any keyword research.
Now, if type ‘interior design’ into Search Insights, which is slightly less broad, we can pick out some relevant search terms that would inform our strategy:
- Interior design styles 80% search popularity
- Bedroom Interior Design 83% search popularity
- Home Design Ideas 85% search popularity
- Small Bedroom Design 85% search popularity
- Luxury Interior Design 74% search popularity
As you can see, this provides us with some entertaining video content ideas we can start to plan content around. Our next steps would be to review the existing videos on these topics and consider how our brands could create content that appeals to users.
With a bit more scrolling, we can see some search terms to avoid:
- 5 Bedroom House Design Ideas 12% search popularity
- Stairs Design Tips 0% search popularity
- Simple Bedroom Design Ideas 30% search popularity
Now, that doesn’t mean you won’t see results on using these search terms, but it does mean you’ll be fighting a bit harder to achieve strong results and user engagement.
Final thoughts on TikTok Creator Search Insights
Whilst simple in design, and idea, this tool will be a turning point for marketers and content creators alike, but with everyone having the same knowledge, expect the TikTok landscape to become even more competitive.
Your videos will need to be better than ever, if you are going to make it at the top of the search results.
Looking for more social media inspiration? Read our blog on the biggest social media marketing trends of 2024 and check out our tips on using TikTok and Instagram Reels for businesses.
For help with your TikTok or social media strategy, contact our team today.
