How to Build a Social SEO Strategy for TikTok

Did you know that 86% of Gen Z now use TikTok as a search engine? What started as a platform for short-form entertainment has evolved into a search-first discovery hub that’s reshaping how consumers make decisions. According to TikTok’s Head of Marketing, the nature of search itself has shifted from “I need an answer” to “I want a story or perspective.”

Consumers today aren’t just typing questions and clicking on the first few results. They’re scrolling through stories, exploring opinions, and comparing experiences before they buy. And TikTok’s unique blend of community-led storytelling has made it the go-to platform for making informed decisions.

‍TikTok’s Role in the New Purchase Journey

Research shows that 84% of searches on TikTok happen during the exploration phase, meaning users are ready to discover new products, brands, and ideas that give them inspiration. TikTok users aren’t just searching for what to buy, but why and how. Every scroll becomes a research journey, shaped by authentic influencer opinions, real-time reactions, and creative storytelling.

With changes to search behaviour, there is a window for brands to reach audiences through improved social SEO.

‍How to Build a Social SEO Strategy

As brands and influencers shift toward creating searchable content, here are our top tips to help you optimise for discovery:

1. Use descriptive hooks  

With the ever-decreasing attention span & plethora of content available, you need to capture your audience in the first couple seconds. You can do this by leading with value, to immediately convey what users will learn or discover through your content.

2. TikTok Keyword Planner tool

The new tool is designed to help brands understand how audiences are discovering them, what they’re searching for, and where those opportunities lie. Incorporating these into your content strategy can boost discoverability and tap into like-minded audiences.

3. Integrate long-tail keywords

Consumers are looking for detailed information during their exploration phase. Brands should capture more specific, intent-driven searches by anticipating niche queries, like “best sustainable moisturiser for dry skin” instead of “sustainable skincare”.

4. Optimise visual text and caption

While captions & hashtags are the go-to bank for keywords, text overlays are also indexed. These are an opportunity for visual engagement and reinforcing your search terms.

5. Working with influencers

When influencers share genuine reviews, they naturally integrate searchable keywords into organic storytelling. The key? Partner with influencers who blend storytelling and education.

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