So I was falling asleep to my favorite true crime podcast, as usual. Suddenly, I was stunned by what I heard. No. It wasn’t about the Vampire of Sacramento’s actions. That part had yet to present itself.
One of the hosts shared how she looks for recipes, fitness inspiration, and shops for most of her needs on TikTok.
Consequently, I postponed nap time. Time to “learn more.”
I always thought of Google as the search engine to rule them all. Moreover, I did not see this trend coming. But it’s taking over and changing how search engines categorize their results now that social search is a thing.
Recipe videos on TikTok are focused on the food, not the creator.
According to Mashable.com, people are annoyed by the Google recipe algorithm. Which, unfortunately, prioritizes vague search engine-optimized blogs. I mean, who wants to read the blogger’s complete life story when searching for a recipe?
Wanda Pogue, CSO of VaynerMedia, says:
“…TikTok can’t be viewed as an exact search match. And that’s part of the appeal. For example, the search results for feta cheese on TikTok are very different from the results for feta cheese on Google, which is why this audience is attracted to TikTok and finds it more useful.
The content on the app is relevant and good.
Additionally, the search function is smart enough for users to tap in long-tail keywords to locate whatever they’re looking for.
In summary, this is a powerful option for social marketers, who can use their SEO knowledge, and a strong TikTok content strategy and apply them to the new short-form vertical video format.
Well, time to get back to my podcasts, lest I lose any more sleep over this. But first, one question: What are your thoughts on this?
Additional Resources
Researching social media in the news and updates is done with my utmost and I have no affiliation with any of the links in this post. I hope you find it helpful to your business’s social media success!
Using Social Media to Find The Best Audience For You – Social Media Explorer
Personalized Experiences: Why We Love Them + Brand Examples – Hubspot