Move over Google, there’s a new search engine in town, and it’s called TikTok. Gen Z has increasingly turned to TikTok as their go-to platform for discovering things to do in a city, finding new brands, and even researching products. This shift in user behavior marks a huge opportunity for businesses to rethink their digital marketing strategies and take advantage of TikTok’s unique potential. Here’s how you can take advantage.

Why TikTok is the New Search Engine for Gen Z

TikTok isn’t just a social media platform anymore—it’s quickly becoming a preferred search engine for younger generations. With short, dynamic videos, TikTok serves as a visual-first discovery tool, providing real-world examples and authentic user experiences. Instead of reading through lengthy reviews or lists, Gen Z finds it quicker and more engaging to watch someone explore a city, recommend the best local restaurants, or try out a product in real-time. For them, it’s about seeing experiences in action.

The platform’s algorithm, which delivers content tailored to each user’s preferences, makes searching on TikTok feel organic. A simple search query like “Best places to eat in NYC” can bring up a mix of authentic reviews, personal experiences, and entertaining content that make it easy to choose where to go. Users trust TikTok because the content feels personal—often created by people who are genuinely passionate about what they’re sharing. According to a recent study by Google, nearly 40% of Gen Z prefer using TikTok or Instagram for search over Google Maps or Search.

@erenvonaykc My top 6 Restaurants in New York | Save this for your next trip to NYC🗽 #newyork #newyorkcity #newyorkfood #food #restaurant #newyorkrestaurants #travel #usa #fyp #fypシ ♬ Aesthetic - Tollan Kim

Example of strategic brand placements on @erenvonaykc‘s Tiktok

What This Means for Businesses

For businesses, this trend presents a golden opportunity. TikTok isn’t just for Gen Z dance trends and challenges; it’s a powerful tool for brand discovery. But to truly benefit, businesses must think beyond creating standard promotional content. To effectively use TikTok as a search engine, businesses need to do two things: create content that speaks to their audience and leverage influencer partnerships.

1. Create Engaging, Searchable Content

Businesses need to establish their presence on TikTok by creating fun, authentic, and engaging content that showcases their products or services. Imagine owning a café in Austin. Instead of just filming a simple video of your menu, you could create a TikTok highlighting a “Day in Austin,” where your café is a must-visit stop. This way, your brand doesn’t just promote itself but becomes a part of a broader, more engaging story that users are searching for.

Incorporating trending hashtags and optimizing your content with location-specific terms can help you appear in relevant searches. Just like SEO for Google, TikTok videos also need optimization, and understanding what your audience is searching for can help your business be part of the conversation when they’re looking for answers.

@gracefkim Save this post when visiting austin texas 🫶✨ #visitaustintexas #austintx #austintexas #austintxtiktok #atx #austintiktok #austintxtiktok #usatravel ♬ original sound - gracefkim

10 Things to Do in Austin by @gracefkim

2. Collaborate with TikTok Influencers

The second key to success is collaborating with TikTok influencers. These influencers already have a highly engaged audience that trusts their recommendations. If you own a clothing boutique, partnering with a local TikTok influencer to feature your clothes in their “Top Summer Outfits” video could bring incredible visibility to your brand. This method works particularly well because TikTok influencers are often perceived as more authentic, compared to celebrities with more scripted endorsements.

For example, @keith_lee125 is a popular TikTok food reviewer who has built a reputation for discovering and reviewing local restaurants. His content is engaging and authentic, making it ideal for users who are searching for the best food spots. Collaborating with an influencer like Keith Lee can be a game-changer for restaurants trying to get discovered, as his genuine recommendations resonate deeply with viewers.

The power of these influencer collaborations can be particularly felt in the travel, food, and lifestyle sectors, where influencers show genuine experiences that audiences can relate to and aspire towards. By featuring your brand within influencer content, you effectively reach an audience who may not be actively searching for your business, but who could become potential customers through discovery.

@keith_lee125 Frankensons Pizzeria Taste test 💕 would you try it ? 💕 #foodcritic ♬ original sound - Keith Lee

Frankensons Pizzeria Taste test by @keith_lee125 on TikTok

Leveraging TikTok as a Search Engine is the Future

As TikTok continues to gain traction as a search engine, it’s clear that traditional marketing methods may need a revamp. Businesses that effectively create engaging, searchable content and collaborate with key influencers will find themselves at an advantage. By showing up where users are actually looking, brands can create stronger connections with their audience and remain part of the conversation.

For small businesses, this is an accessible strategy. You don’t need Hollywood-level production—just a clear message, authentic content, and a bit of creativity. Showing the behind-the-scenes of your work, showcasing happy customers, or even sharing your story as a founder can build a strong, trust-driven relationship with your audience. With more people searching on TikTok, your business could be what they discover next.

At FORTUNE Marketing, we specialize in social media marketing, including TikTok growth strategies. If you’re ready to take advantage of TikTok’s rise as the new search engine and want to create an effective strategy, we’re here to help you make it happen.