THE IMPACT OF TIKTOK: INFLUENCING SOCIAL MEDIA AND SEO

When putting together a marketing strategy for your business, it’s crucial to recognise the influence TikTok wields as a search engine:

• Influence on competitors
• Social media as a search engine
• Impact
• Social media or Google?
• Marketing strategies
• Optimising captions
• Partner with an agency

The world of social media is constantly shifting to meet the ever-changing demands of its users. As a result, TikTok has emerged as a key influence in not only how we consume content, but also how we search for it.

In this blog, we’re going to examine the impact of social media platforms, including TikTok, as an alternative search engine to Google, particularly for instruction and demonstration centred content and highlight how TikTok’s popularity has influenced many of its rivals to pivot towards video-centric algorithms and features tailored for short video content.

HOW TIKTOK HAS INFLUENCED COMPETITORS

The seismic influence of TikTok on the digital landscape is particularly evident with the strategic shifts of some of its biggest competitors including Instagram, Facebook, X and even YouTube with its introduction of Shorts.

After witnessing the explosive popularity of short-form video content on TikTok in recent years, rival platforms have taken action to tailor their algorithms towards a focus on this short-form video content.

Facebook and Instagram have both embraced this shift with the Reels feature, which mirrors TikTok’s format and functionality. It was recently revealed that Instagram has overtaken TikTok as the world’s most downloaded app thanks largely to this.

HOW CAN SOCIAL MEDIA BE UTILISED AS A SEARCH ENGINE?

TikTok and Instagram offer a dynamic and interactive way to discover a wide range of content, especially when it comes to product demonstrations and “how to” tutorials.

The TikTok and Instagram Reels formats excel in delivering instructional content through engaging videos, making them ideal platforms for learning, and exploring new topics in an easily digestible way.

Whether the user is looking for help troubleshooting a technical issue, improve their marketing strategy or learn a new skill, the visual representation of instructions provides a more immersive learning experience compared to traditional text-based tutorials. 

Users can simply search for keywords or hashtags relating to their query and access a mountain of user-generated content with unique insights and approaches.

The algorithms also mean that the most relevant and popular video content is displayed at the top of search results, like Google, making it easy to find high-quality relevant content quickly.

WHAT IS THE IMPACT OF USING SOCIAL MEDIA AS A SEARCH ENGINE?

The emergence of using platforms like TikTok as a video search engine demonstrates a significant shift in how users navigate and consume content online.  

In 2022 Google’s Vice President said that around 40% of young people don’t go to Google Maps or Search anymore when looking for a service or venue recommendation they go to TikTok or Instagram instead.

Through combining social media and SEO, users are now presented with another way to discover content tailored to their specific interests.

This provides another great opportunity for businesses to connect with a wide audience and provide them with an engaging experience through video. 

Utilising search functionality, marketers can target specific keywords and search queries, ensuring their content remains relevant visible and trending for longer periods online.

With social media’s growing influence, platforms have even more potential to expand their reach and user base, opening doors to new demographics and niches.

On top of this, the inclusion of more robust analytics provides businesses with valuable insights into audience behaviour and preferences, which can then be fine-tuned within content strategies for maximum engagement.

WHY ARE PEOPLE CHOOSING SOCIAL MEDIA OVER GOOGLE?

The charm of social media over traditional search engines like Google comes from its ability to deliver content in short, snappy videos. In a world where time is of the essence, people want quick access to information. 

Short video format caters perfectly to this need, as unlike Google, where users must sift through pages of search results, TikTok’s algorithm for example delivers a tailored feed of videos based on user behaviour, interests, and trending topics, providing a more engaging and efficient search experience for the user.

HOW WILL THIS IMPACT WIDER MARKETING STRATEGIES?

With the emergence of the social media search engine, there is likely to be a significant impact on wider marketing strategies, with video content likely to become essential for businesses looking to stay relevant and resonate with their target audiences. According to Sprout Social 81% of consumers want to see more short-form videos from brands in 2024.

TikTok and Instagram’s popularity continues to rise, especially among younger demographics, resulting in more and more businesses recognising the need to adapt their marketing strategies to align with the platform’s format and audience preferences.

With emphasis on creativity and storytelling, businesses can capture the attention of their desired audience and start to develop a stronger brand affinity, providing opportunities for users to engage and participate with content and develop a loyal community of followers.

OPTIMISING VIDEO CAPTIONS FOR GOOGLE

Optimising video captions for search engine visibility can extend your content’s reach beyond these platforms. While social media now primarily prioritises short-form video content, leveraging captions effectively can enhance your video’s discoverability on Google and other search engines. 

Ensure that your captions are concise yet descriptive, incorporating relevant keywords and phrases that users might search for. Providing valuable context and information within your captions will increase the likelihood of your video appearing in Google’s featured snippets for related queries. 

Additionally, consider including hashtags in your captions, as these can help categorise your content and improve its visibility across various platforms.

Ultimately, by optimising your video captions strategically, you can maximise your content’s potential to rank in search results and attract a broader audience beyond a social media platform.

NEED HELP INTEGRATING VIDEO CONTENT INTO YOUR MARKETING STRATEGY?

If you’re looking to utilise the power of video search and incorporate video content into your wider marketing strategy, look no further. 

Our team of experts are here to guide you every step of the way. From content creation to post and video optimisation, we’ll help you unlock your full potential and elevate your brand’s visibility in the digital landscape through video search engines.

Get in touch with our team of marketing experts on 0121 355 8092.