Marketers have long known TikTok for sparking trends, but here\u2019s what\u2019s shifting: users now treat it like a search engine. Gen Z in particular bypasses Google, typing product questions, tutorials, and \u201cbest of\u201d queries directly into TikTok\u2019s search bar. That means ads are no longer just interrupting scrolls\u2014they\u2019re appearing at the very moment intent is declared.<\/p>\n
So what does this mean if you\u2019re planning campaigns?<\/p>\n
Search on TikTok is no longer an experiment. It\u2019s becoming one of the most intent-rich ad surfaces in social. The question is\u2014are brands ready to use it effectively?<\/p>\n