With over 1 billion active users worldwide, TikTok is an absolute must for marketers aiming to boost brand visibility through their content. Add to this the fact that 40% of young people turn to apps like TikTok and Instagram for search purposes instead of traditional search engines, and, well, it’s clear you need to be on this platform. But it’s not just a matter of posting. You need to optimise for TikTok search – where you can. Here are a few things to keep in mind:

• TikTok SEO focuses on maximising visibility within the app, particularly on the For You pages (FYPs) and search results. In essence, TikTok’s algorithm-driven feed considers user behaviors such as views, likes, and comments to curate content that’s likely to engage and entertain them. How can you play into this?
• Trending hashtags and keywords in your video captions will enhance discoverability.
• Trending audio can play a huge role in virality. Choose sounds with care.
• TikTok’s search function allows users to discover videos by searching specific keywords or phrases. Optimize correctly for these search terms.

It really comes down to aligning your content with what your audience is actively searching for. The same fundamentals for any type of SEO effort.