TikTok pushing users to add Search shortcut

TikTok wants more people to search more often on the platform. The platform is encouraging users to add search to their device home screen.

Chat with SearchBot

A new TikTok intersitital is encouraging users to add a shortcut to their device home screen, the latest effort to encourage more people to search on the platform.

Why we care. TikTok is continuing to push Search. Multiple studies have shown that Gen Z in particular uses TikTok for Search, sometimes as a replacement for Google, and last year the company introduced search ads. TikTok is more than a platform for awareness – it can also generate sales and conversions for brands and businesses (look no further than #TikTokMadeMeBuyIt).

The interstitial. TikTok is encouraging users to add the search page to their home screen, to “make quicker searches with a shortcut.” Here’s what it looks like:

Tiktok Search Shortcut

TikTok has 170 million active U.S. users (subscription required), according to recent testimony from TikTok CEO Shou Chew, and nearly 2 billion users worldwide.

Coming soon to the U.S.? Search is already a key element of TikTok in China. As Social Media Today noted:

“In China, for example, on the local version of TikTok, you can already search for local businesses, restaurants, entertainment, etc. You can even order food to be delivered direct from the app. The Chinese TikTok, called “Douyin”, is also experimenting with generative AI search, enabling users to maximize discovery both inside and outside the app.”

About the author

Danny Goodwin
Danny Goodwin has been Managing Editor of Search Engine Land & Search Marketing Expo - SMX since 2022. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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