Search is changing, fast. 46% of Gen Z now use social media as their primary search engine, a shift that has rewritten the rules of discoverability. The rise of the creator economy isn’t a trend; it’s a fundamental reshaping of how people find information, products and brands. TikTok now has more than 30 millions users in the UK alone, and the platform has evolved from dance trends into a cultural search engine. Yes, dance trends still exist, but we also see a variety of videos, including traditionally taboo subjects, with creators openly discussing their salaries, how much they pay on rent, sex and relationship advice. No topic is off limits. Creators talk about everything, and consumers search for everything. And with that shift, TikTok SEO has become essential. If search is going social, then brands need strategies built for social-first discovery.

Why TikTok SEO matters more than ever

TikTok is no longer just entertainment; it shapes real-world behaviour. #TikTokMadeMeBuyIt has been used in 29M posts in the last few years. Its influence was demonstrated with supermarkets selling out of tomatoes and feta a few years ago, following a simple recipe going viral. When a platform influences supermarket stock levels, it’s influencing search intent, too. So how can we leverage what we know about consumer’s search habits and where do creators fit in?

Three ways to win with TikTok SEO and the Creator Economy

Nail your TikTok SEO strategy

Build a sharp keyword strategy based on real user intent
Use those keywords naturally in your captions, voiceovers and on-screen text
Create content that answers questions people actually search for
Encourage engagement - comments, watch time and saves all boost visibility

Content is king and creators are the experts

Align your teams and measure the impact properly

Incorporate creator marketing into your full paid strategy
Ensure paid, creator, and organic teams speak the same language
Think beyond reach and likes. Measure: traffic driven from creator content (via UTMs), impact on organic search queries, search query impressions and CTR changes, cross-channel content usage.

So…will we swap “Google it” for “TikTok it”?

Probably not. But TikTok’s influence on how people search — and discover — is undeniable. Creator content might not directly improve your Google rankings, but a strong TikTok SEO strategy, paired with creators who understand the platform, will:

increase brand exposure
improve online visibility
drive qualified traffic
influence real-world buying behaviour

TikTok is shaping the next generation of search. Brands that embrace TikTok SEO now will lead the next wave of discovery.

How TikTok SEO is transforming search and the creator economy

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