TikTok is the New Search Engine—Here’s What That Means for DTC Brands

Gen Z is increasingly bypassing Google and heading straight to TikTok to discover skincare tips, wellness trends, and product reviews.

74% of Gen Z women now use TikTok as a search engine, according to Her Campus Media (July 2023). Beauty-related searches like “best moisturizer for sensitive skin” have surged, per Adweek.

This isn’t just a passing trend—it’s a fundamental shift in how people discover and evaluate products.

Why TikTok Search Works

TikTok blends visual content, peer reviews, and algorithmic relevance. When someone searches “best de-puffing eye mask,” they don’t want a 2,000-word blog post—they want to see the results, hear a real person talk about it, and get the vibe in under 30 seconds.

As a result, TikTok has become the go-to platform for:

  • Quick beauty tutorials

  • Skincare ingredient deep dives

  • Routine walkthroughs

  • Before-and-afters

What It Means for Indie Brands

If your products aren’t showing up in TikTok search, you’re missing a massive chunk of consumer intent.

Here’s how to show up smart:

  • Think like SEO, but visual. Use keyword-rich captions, on-screen text, and hashtags. “Brightening vitamin C serum” or “hormonal acne facial oil” should be part of your creator and brand vocabulary.

  • Optimize creator partnerships for discoverability. Guide influencers to include searchable terms in their posts—not just branded product names.

  • Balance trend-driven videos with evergreen explainers like “how to layer your skincare” or “what is bakuchiol?” to build ongoing search visibility.

  • Engage actively in the comments. This signals relevance to the algorithm. Answer FAQs, create follow-ups, and encourage user-generated content to build authority over time.

The Takeaway

TikTok’s search function is the new front door to your brand. If you’re not optimizing content for discoverability, you’re leaving reach—and revenue—on the table.

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