TikTok Search Campaigns & The Rise Of Search-On-Social [Video]

Niall Sherry, Head of Paid Social at Dentsu, takes a close look at Search-On-Social and how to take advantage of TikTok Search Campaigns.

As of September 2024, TikTok have launched Search Ads Campaigns.

While ads could previously be toggled to be eligible to appear as a search result, this is the first time that advertisers have been able to specifically target the TikTok search results page.

This comes alongside other moves by Social platforms to bulk up their Search options as well as Search engines increasing their leveraging of Social inputs.

What’s driving this trend?

Social platforms are increasingly challenging Search Engines as the place where users go to seek out information, particularly among Gen Z consumers.

Social platforms, especially TikTok, are for most Gen Z consumers the primary place where they seek out & learn about new brands, products, services & experiences.

There are a number of underlying drivers of this:

• Younger consumers are seeking …