TikTok Marketing in 2025: How to Be Found When Gen Z Searches
Are you being found on TikTok — or are you still relying on Google, wondering why Gen Z can’t discover your brand?
The reality is, TikTok has rapidly transformed from a dance-video app into a search engine of choice for millions of users, especially Gen Z. And the way they search is different. They don’t type in “best Italian restaurant near me.” Instead, they search by context — “cute pasta spots in Cincinnati,” “date night restaurants with vibes.”
This shift in behavior is turning TikTok into the new SEO, and if your brand isn’t thinking about how you show up there, you’re already behind.
TikTok as the New Search Engine
74% of Gen Z use TikTok as a search engine, and 51% say they prefer it over Google for certain searches.
Nearly 40% of Gen Z turn to TikTok or Instagram instead of Google Maps to find local businesses.
Users say TikTok feels more authentic and more engaging because they see real people, real experiences, and real results.
This isn’t about dancing trends anymore. It’s about being found when your audience is looking for you.
My Experience Growing Brands on TikTok
I’ve seen firsthand how powerful TikTok can be for brands. I’ve started TikTok accounts for clients with no presence at all and grew their followings quickly with a simple but effective formula:
Consistency matters. We posted 2–3 quick, trendy videos per week.
Authenticity wins. The content was focused on users and product benefits, not polished ads.
Creators drive trust. I also built up influencer and creator partnerships through affiliate programs, amplifying reach and credibility.
The results came faster than on many other platforms. TikTok rewards creativity, timeliness, and authenticity — and if you deliver, the growth follows.
What Your Brand Needs to Succeed on TikTok
To win on TikTok, you need a strategy that’s built for how the platform works. Here are the essentials:
Authenticity > Perfection
Raw, relatable content performs better than highly polished production.Hook Them Fast
The first 2–3 seconds matter. Use bold text, questions, or visuals that grab attention.Leverage Trends, But Make Them Yours
Use trending sounds, hashtags, and formats — but add your brand’s unique twist.Think Like a Searcher
Use captions, on-screen text, and hashtags that reflect how people search by context.Consistency Builds Momentum
Posting several times per week gives you more opportunities to get picked up by the algorithm.Tap Into Creators
Partner with influencers or micro-influencers. They bring both trust and reach — and often cost less than big names.Engage, Don’t Broadcast
Reply to comments, encourage duets, and share user-generated content. The algorithm rewards interaction.Measure and Adapt
Watch which videos get longer watch times, shares, or saves. Double down on what’s working.
Why TikTok Is Changing SEO
Traditional SEO is about keywords and ranking on Google. TikTok SEO is about discoverability in an algorithm that values context, engagement, and trends. That means:
Research what your audience is searching on TikTok — not just Google.
Include conversational phrases and natural language in your videos and captions.
Make videos that answer questions directly — “How to style wide-leg jeans,” “Best workouts for busy moms,” “Skincare routine for glowing skin.”
In many ways, TikTok is shaping how the next generation finds answers, discovers brands, and makes buying decisions.
Brands That Are Winning on TikTok
Duolingo turned a quirky mascot into a content machine by leaning into humor and trending sounds.
Levi’s tapped creators and TikTok’s shopping features to turn product discovery into instant purchases.
Small businesses like coffee shops and jewelry brands have gone viral by showing real people, behind-the-scenes stories, and customer experiences.
The common thread? They’re authentic, consistent, and platform-native.
Final Thought
TikTok isn’t just a social media app anymore — it’s where the next generation goes to search, discover, and decide.
The question is: When someone searches in your niche, will they find you on TikTok?
If not, it’s time to rethink your strategy. Start small, stay authentic, and show up consistently. The brands that figure this out now will own the next wave of digital discovery.
Need Help Getting Started?
If you’re ready to tap into TikTok but aren’t sure where to begin, I can help. I’ve grown TikTok accounts for clients from zero to thriving communities by building authentic, trend-driven content strategies and setting up influencer and affiliate programs.
👉 Contact me at The Katz Connection to talk about how we can grow your brand on TikTok.
