TikTok isn’t just for endless scrolling – it’s fast becoming a search engine of its own. TikTok has reported “Billions of searches are happening on TikTok every day,” with search volume up over 40% year-over-year. Roughly 1 in 4 users even performs a search within 30 seconds of opening the app.
TikTok as a Product Discovery Engine
On TikTok, discovery often starts with the search bar. A recent Shopify guide notes TikTok has around 2 billion users, and 57% use the app’s search function, with nearly 23% conducting a search immediately after opening TikTok. This makes TikTok a huge opportunity for product discovery.
Users flock to TikTok to read reviews and get recommendations via hashtags like #TikTokMadeMeBuyIt (over 12 million posts) and #TikTokShopping. These trends show that people trust TikTok as a shopping and discovery portal. Crucially, Shopify reports that 39% of users buy products or services they discover on TikTok, illustrating how browsing quickly turns into buying on the platform.
How TikTok Search Drives Sales
When someone searches on TikTok, they often have strong purchase intent. TikTok Search Ads let brands meet that intent with highly relevant content. Instead of interrupting a scroll, a search ad appears alongside organic results when a user types in keywords. For example, a cookware shop targeting “how to make sourdough bread” would see its ad next to organic videos about breadmaking. This means your products show up right when customers are actively looking for them.
Brands that have tried TikTok Search Ads report impressive sales lifts. In a TikTok case study, Eventbrite (an events marketplace) ran a Search Ads campaign and saw click-through rates jump 66% and costs per sale drop 33%. This demonstrated the “power of discovery on TikTok” to meet users at the right time. Similarly, American Eagle integrated Search Ads into its strategy and doubled its return on ad spend (ROAS), while achieving a 10× increase in conversion rate and 46% lower cost per acquisition.
In each case, targeting ads to active searchers meant customers were further down the purchase funnel – so the ad spends translated directly into sales.
Making TikTok Search Work for You
To tap this potential, brands should treat TikTok like a search engine. That means focusing on relevant keywords and creative that match what people search for. Use clear, descriptive hashtags and captions so TikTok’s algorithm knows which products to show. Leverage TikTok’s shopping features (like TikTok Shop listings) so interested buyers can purchase instantly when they find you.
Brands can run Search Ad Campaigns by selecting keywords or topics that align with their products – for example, a skincare brand might bid on “acne treatment” or “wrinkle hacks”.
Beyond ads, even organic content can capture searches: posting tutorials, product demos, or Q&A-style videos with clear titles helps you show up in search results. Remember that TikTok’s algorithm cares about engagement: fresh, entertaining videos that answer users’ queries (e.g. “How to…” or “Best [product]”) can rank high and drive product views. By optimizing both organic posts and paid ads around search queries, brands turn casual TikTokers into converted customers.
How Do You Become a Master of TikTok Search?
Let’s be honest: TikTok search is powerful – but it’s also a fast-moving, ever-evolving beast. Algorithms shift. Trends come and go overnight. The difference between “going viral” and “getting ghosted” might come down to one keyword in your caption.
It’s a lot to keep up with – especially if you’re running a business, not a media lab.
The good news?
You don’t have to become a TikTok SEO ninja to win.
You just need a team that already is.
GrowMojo – Your TikTok Search Partner
GrowMojo specializes in making TikTok Search Ads simple, strategic, and scalable. Team of TikTok ad experts knows exactly how to get your product in front of high-intent searchers — without the guesswork.
Here’s what you get when you partner with GrowMojo:
- Keyword-driven strategy built around what your customers are actually searching for
- Scroll-stopping creative that ranks high and gets clicks
- Full-service support, from campaign setup to performance tracking and optimization
- TikTok Shop integration so users can discover and purchase in one swipe
- Real results: more clicks, more conversions, more sales
Ready to turn TikTok searches into sales?
Get in touch with GrowMojo today for a free strategy session — and let’s grow together.
