TikTok’s seeking to get extra folks looking for extra stuff within the app, with new prompts that look to get customers to download a dedicated TikTok Search shortcut that may then be added to their gadget Dwelling Display screen.
As you’ll be able to see on this instance, posted by Girl Power Marketing (and shared by Matt Navarra), the brand new TikTok Search shortcut makes it simpler to find TikTok content material with out having to faucet by means of to the related space within the app.
Which, ideally, might additionally assist TikTok to change into extra of a procuring vacation spot, by highlighting related product matches within the app, which is able to then result in extra discovery conduct being routed by means of this new course of.
Discovery is already an enormous deal on TikTok, with many younger customers, particularly, now regularly looking for answers in the app.
Again in 2022, a Google exec even acknowledged the threat that TikTok poses to its core search business. It’s not shut as but, but when TikTok can encourage extra search associated exercise, it might change into a extra embedded course of for the subsequent technology of customers.
And as famous, that’ll additionally give the platform extra alternative to construct on what customers go in search of in-stream.
In China, for instance, on the native model of TikTok, you’ll be able to already seek for native companies, eating places, leisure, and so forth. You’ll be able to even order meals to be delivered direct from the app.
The Chinese language TikTok, known as “Douyin”, can be experimenting with generative AI search, enabling customers to maximise discovery each inside and outdoors the app.
That is the place TikTok can be headed, as a way to prolong its worth past leisure, and embed itself as a extra essential utility for its billion-plus customers.
As such, it’s a wise new shortcut, which might present actual worth, first to customers, then companies.
