Keyword Targeting with TikTok Search Ads: Get found by buyers and sellers

TikTok now allows advertisers to target keywords that prospective customers search for in-app. According to TikTok, 23% of its users access the search function within 30 seconds of launching the app, and nearly 60% use it overall—approximately double the rate on Instagram. While most content discovery on social platforms comes from scrolling—making algorithms critical—TikTok somewhat resembles YouTube in that users actively search for content. When users search, two factors are generally true: 1. They’re willing to watch longer, as they’re actively seeking specific content. 2. They have higher expectations that the content will match their query.

Like YouTube (owned by Google), TikTok enables advertisers to target users based on search keywords. While searches tend to lean towards products rather than services, there’s still opportunity for a variety of businesses. TikTok also offers geographic targeting (subject to some restrictions, similar to Meta and Google), helping you reach potential customers searching for businesses like yours. Have you explored TikTok advertising yet?

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