TikTok's Test Of Linking Keywords To Search Results Hints At The Future Of Search: Your Favorite Social Media Platform

Source: Olivia Deng/TikTok

TikTok is currently testing a new search feature in which certain keywords are highlighted and clickable. When users click on them, they are brought to the relevant search results, where more videos that have that keyword can be discovered and viewed.

The feature has yet to be confirmed by TikTok, but based on market trends and previous enhancements to its search, like Search Ads, it's likely to be rolled out eventually. At the moment, it appears to be just for keywords, but in the future it may involve highlighting products and linking them to in-app shopping experiences.

Recently, there have been many discussions regarding an increasing number of people turning to social media platforms like Instagram and TikTok for search and discovery instead of Google. According to Google research, about 40% of U.S. users between the ages of 18 and 24 search for lunch spots on social media instead of using Google Search.

It's not just TikTok that's expanding its search capabilities. Last fall, Instagram launched keyword search functionality, enabling users to search and discover content based on keywords in captions. More recently, Instagram upgraded its Map experience, making it easier for users to discover local businesses and places through location tags. Reddit also added new search capabilities, including the ability for users to find conversations and discussions by using a new Comments tab in the search bar.

So what does this mean? First, search engine optimization (SEO) for social media will become its own thing if it hasn't already. Brands and creators must have a content strategy across platforms while simultaneously making their social content SEO-friendly. Unfortunately, this will result in gamification and misinformation, which can not only make search experiences on social media less relevant but potentially dangerous.

As more data emerges to show that users are using social media platforms to search, those platforms will invest in expanding their search capabilities.

If the current state is any indicator, the future of search looks to be a combination of creators, content, and commerce on your favorite social media platform.