Could Tiktok move into Google’s territory and act as a competitor in takes and web search? President Prabhakar Raghavan, Google’s Vice President, stated that this is potentially a risk to the search giant that has been thriving since time immemorial. Furthermore, the idea of Tiktok taking over the search engine world is a threat to Google and other small brands seeking to connect with the younger vibrant generation and maximize their discovery chances.
Back in 2019, Andreesen Horowitz stated that Tiktok could potentially end up being a search engine, so the idea of people using Tiktok as a search tool is nothing new. This was observed based on how the Chinese engaged with Douyin, a Chinese version of Tiktok. On the other hand, Tiktok is also widening its gap aside from the main eCommerce push and expanding its boundaries in terms of new features, which also acts as a magnet in influencing more and more people to engage with it.
Recently, Tiktok started using linked keywords within video descriptions and comments, guiding the user by connecting them to wide trends. Douyin has successfully become relevant in the eCommerce sector among the Chinese, with parent companies like ByteDance pushing hard to transfer Tiktok to be in the same line in Western markets. However, Prabhavan has also pointed out that this could be a potential avenue for new brands to maximize their online interest and reach new audiences as more and more users continue to flock to the App every day.
The use of keywords by Tiktok will not only engage the users but also get them to engage with product discovery. In 2021, Tiktok became the most visited App in the world, and a fairly clear picture is forming where it will be the home of discoveries and so much more. Developing a Tiktok SEO strategy as early as now is important to facilitate the way for bigger opportunities that are coming.
Eventually, with the improvement of features and technology, Tiktok might end up surpassing other search engines on the market.
Dil Bole Oberoi
