Written by Hoozu Client Strategy Director, Lara Mowforth
First thing’s first, what is SEO and what does it do?
SEO stands for Search Engine Optimisation, and is crucial for helping content be discovered more easily. Originally a term associated with websites and search engines, in today’s digital age, where Social Search is on the rise, SEO is a must-have for social media strategies too.
But why is it so important, especially on platforms like TikTok? Let’s dive in…
TikTok as a Search Engine: The New Frontier
TikTok is rapidly evolving into a powerful search engine, particularly among Gen Z users. Platform features like suggested searches at the bottom of videos and in the comments section, are designed to align with users’ habits. At Hoozu, we recently published a study titled “2024 Australia Trust in Influencer Marketing,” which revealed some eye-opening statistics: 51% of 18-29-year-olds in Australia typically search and research products or services on TikTok before making significant purchases. Evidently, for many young consumers, TikTok is the first stop before Google.
The report also revealed that 46% of respondents have purchased a product after seeing it used by an influencer, making it even more imperative for brands to include Influencers in their marketing strategy. Such partnerships build trust and credibility with the brand whilst potential consumers are searching on TikTok. This data underscores the power of TikTok not just as a platform for entertainment but as a critical channel for brand discovery and consumer decision-making.
Why Should We Care About SEO?
The answer is simple: opportunity. By optimising content for TikTok, you can significantly increase its discoverability, ensuring it reaches the right audience. The point of TikTok SEO is to align your content with what users are searching for, making it easier for them to find you.
There are two primary ways to be discovered on TikTok:
- The For You Page (FYP): This often involves other creators talking about your brand or a viral moment that catches widespread attention.
- Search: Surprisingly, this method is often overlooked despite its massive potential. This is partly due to social media teams not knowing how to optimise content for search, and SEO teams still figuring out how to track it effectively.
The TikTok algorithm is particularly adept at reaching highly qualified audiences by considering factors like user interests, past interactions, and the accounts they follow. This evolution has transformed TikTok into a go-to platform for discovering new products, particularly those most relevant to individual users.
We’ve Got You Covered: Some Tips to Make Your TikTok Content SEO Optimised:
1. Use Relevant Hashtags:
Just like on Instagram, hashtags are essential on TikTok. They help categorise your content and make it discoverable to users interested in specific topics. Do some research to find trending and relevant hashtags in your niche. You can find trending topics guides within the TikTok creative Centre. Watch a tutorial with one of tikTok’s creative experts.
2. Incorporate Keywords in Captions and In-Video Text:
Think of this as the TikTok version of meta descriptions. Keywords help TikTok’s algorithm understand what your video is about, improving its chances of being shown to users interested in that topic. Consider the terminology, phrases and questions your audience may search when looking for a product. This video will show you how to easily find relevant keywords in the TikTok app.
3. Include an on-screen hook in your video:
Hooks should answer the question a potential customer may be searching. For example if you are a brand selling a hair curler, think of on screen hooks like “How to curl your hair”, “easiest hair curler”, “quickest hair curler”, etc
4. Leverage Influencers for Authentic Endorsements:
As mentioned earlier, influencers can significantly boost the credibility and reach of your content. Collaborate with influencers who genuinely align with your brand to create authentic content that resonates with their followers and make sure to get them to incorporate tips 1, 2 & 3!
TikTok is more than just a platform for entertainment… it’s a powerful search engine that brands and influencers need to optimise for. By understanding and implementing SEO strategies, you can ensure your content is seen by the right people at the right time. So next time you’re planning your TikTok content, remember to think like an SEO expert.
If you’re keen to engage influencers to help support your TikTok marketing strategy, get in touch today and we can discuss the next steps to transforming your brand social reach.
