Yes, people do use TikTok as a search engine. A recent survey found that 62 percent of respondents ages 18-24 said they use TikTok to find a local business. Google internal data in 2022 revealed that nearly 40 percent of young people prefer TikTok or Instagram to Google Maps or Search. It appears to be a growing resource to help people find new recipes, stay current on the latest music, seek fashion and beauty advice, and, increasingly, product recommendations. The video format of a TikTok search result, rather than a text reply, is easier to digest on smart phone screens. And while TikTok allows videos lasting as long as 30 minutes, it’s easy for viewers to watch shorter videos in their entirely when they’re on the move, and most TikTok searches are on mobile devices. Short form videos also give searchers answers quickly so they can use what they’ve learned, whether making a reservation at a recommended restaurant or trying out a new exercise routine. The TikTok algorithm is already a powerful algorithm for building audiences and attracting followers based on their interests. As a result, people trust the more personalized and genuine search responses on TikTok, and enjoy the storytelling aspect of the content. Businesses and marketers have taken notice of TikTok’s ascendency as a search engine and are investing in content creation around what TikTok users want to find. These include product or service reviews, video tutorials, influencer recommendations, and trending challenges and memes. They also employ and adapt website SEO practices to create TikTok SEO optimized video content with strategic keywords, captions, and hashtags.