TikTok is promoting its search function by adding a new condition
in its latest monetization program Creator Rewards. According to the new metric,
a fraction of creators’ earnings will be dependent on how well their content matches
with topics that other TikTok users are searching for on the platform.
The metric, called Search Value, is one of the four core
elements that TikTok will be using to establish its creators’ payouts. It is
similar to how SEO works, particularly in context of its ‘keyword research’
tactic. Keyword research revolves around making content that aligns with what people
are looking up on search engines, mainly Google.
On TikTok, creators can optimize their content in alignment with frequently searched topics by relying on Creator Search Insights to discover trending searches. According to TikTok, these insights can provide creators with ideas for their content, so they can design their creative strategies that best meet audience’s interests. Mainly, the insights tool provides suggestions for video layouts, based on both personalized and general data.
TikTok has become more than just a video-sharing, entertainment
platform now – as more people, especially younger ones, are using the app to explicitly
search for content. This explains why TikTok is placing more importance on its
search functions and may be seeing itself as a search engine as significant as
Google.
