TikTok Search Ads: A Sign of Social Media's Evolving Role in Search

TikTok's recent launch of Search Ads Campaign is more than the introduction of a new campaign type. It's an indicator of a significant shift in the digital landscape. Social media is no longer just for engagement; it's a core part of today's customer search experience and where users increasingly expect to find solutions and make purchasing decisions.

As Yext's Digital Customer Journey Report reveals, 66% of Gen Z already turn to TikTok to find brand information, with 71% using Instagram. This behavior reflects a growing trend: customers are carving out their own discovery paths, bypassing traditional search engines like Google. They're seeking answers, products, and services within the platforms they use daily.

With the introduction of Search Ads, TikTok acknowledges its new role as a discovery engine. For multi-location brands, the move underscores the importance of ensuring accurate and consistent information across all digital channels — not just traditional search engines.

As platforms like TikTok evolve into viable search tools, multi-location brands must rethink their digital presence strategies. Relying solely on platforms like Google is no longer enough. Visibility on social channels — where customers are actively searching for brand information — is now critical to capturing attention and driving engagement.

Marketers should prioritize the accuracy of location data across these platforms to connect with local audiences. TikTok's influence on search behavior presents an opportunity for brands to not only engage users but also drive local traffic and conversions.

With TikTok now part of Yext's Publisher Network, brands can now meet customers where they are actively searching. Success in today's decentralized search landscape requires more than a presence on traditional search engines. It demands visibility across the entire digital ecosystem — including emerging platforms shaping the future of search.

At Yext, we understand the importance of being where your customers are. As search continues to fragment, brands must adopt a unified, strategic approach to digital presence management. TikTok's Search Ads are just one example of the ongoing evolution in how consumers discover and engage with brands across diverse platforms.

Stay tuned for more insights on how Yext is helping brands navigate this rapidly evolving search landscape.