We hosted TikTok to unlock search discovery secrets

TikTok is reshaping how audiences search, buy and discover. In New York, we hosted expert speakers from the platform itself, Jaclyn Fitzpatrick and Blair Shiffman at our Discovered. event, to uncover how TikTok can benefit your brand. Here are the five biggest platform challenges brands face right now, and what we learned from the TikTok experts about solving them.  

How is Gen Z discovering your brand

Discovery is no longer happening where you think it is. TikTok has evolved from a pure entertainment app into a discovery engine that’s fundamentally changing how people search. Gen Z and Millennials are now 1.7x more likely to search on video-first or social platforms than on Google. Gen Z and Millennials are now 1.7x more likely to search on video-first or social platforms than on Google. Think: “TikTok made me buy it.” This kind of community-driven discovery is now an intent-rich space, and TikTok is leaning into it with tools like TikTok Shop, shoppable content, and advanced social search functionality. Start considering TikTok as a discovery and search engine, not just a social channel. Tailor content to show real people using your product, solve problems, and lean into trends users are already searching for.  

How to show up when audiences search on TikTok

Search on TikTok happens 4 billion times per day globally. But most brands aren’t optimising for it. Why? Because they’re still focused on traditional search strategies built for Google, not platforms where visuals, creators, and authenticity lead the way. Users want real-world proof, not polished ads. That’s why creator-led videos, unboxings, and tutorials dominate TikTok search results. Search on TikTok happens 4 billion times per day globally. But most brands aren’t optimising for it.  Start treating TikTok like SEO. Use tools like TikTok’s new search centre, keyword bidding, and AI-powered keyword suggestions to map out what people are searching for. Then build creative around those keywords using real creators.  

What to do when keeping up with trends feels impossible

Keeping pace with TikTok’s fast-moving culture can feel overwhelming, especially for lean teams or brands without a content studio. But TikTok is actively investing in tools that reduce creative pressure and make trend-hopping more manageable. With platforms like TikTok One, you can track real-time trends and access automated tools like smart thumbnails, AI-enhanced video creation, and creative insights to stay ahead. Don’t chase every trend manually. Use TikTok’s automation and AI tools to test-and-learn at scale, and let performance data guide your next move.  

How to use TikTok to drive sales

Discovery is great, but what about sales? This is when we turn to TikTok Shop. As TikTok builds more direct commerce functionality into the app, it’s becoming possible to move users from inspiration to checkout without ever leaving the platform. Surprisingly, even verticals like automotive are seeing success with search-driven, community content on TikTok. Meanwhile, retail brands like American Eagle and Aerie are using incrementality studies to prove that TikTok activity drives real revenue. Start small. Test a few products on TikTok Shop, combine them with in-feed and search ads, and measure the lift. TikTok’s attribution tools are now strong enough to quantify impact across the funnel.  

TikTok is search, social and storefront all in one

TikTok is rewriting the rules of brand discovery, blending social proof, community insight, and real-time commerce in a way traditional platforms simply can’t. If you’re still treating TikTok as “just another social media channel,” you’re missing out on vital brand community. At Discovered. NYC, TikTok showed us that the brands that win are the ones willing to test, adapt, and learn fast. So whether you’re in fashion, food, auto, or fintech, now is the time to treat TikTok like the discovery engine it is.