The Next Generation of Search Engines: How Pinterest and TikTok are Revolutionizing Social Media
It's been hard to miss the rise of visually driven content over the past few years. As platforms focus on the authenticity of the user experience for brands, they have also shifted the way many buying decisions are made. The days of “just Google it” aren’t over but there has been a significant rise in competition as social media platforms shift their priorities toward search. With a reported 80% of weekly Pinterest users discovering a new product or brand on the platform and 40% of TikTok users using the platform as a search engine, these platforms are emerging as powerful tools for people to discover your business.
Here’s what you need to know about how these platforms are rewriting social media rules and reshaping the way users search, discover, and engage.
TikTok: the new age search engine
Once known for short dance videos and trending challenges, TikTok has evolved into a platform that resonates profoundly with younger generations – and is growing among older audiences. The authenticity and realness of content quickly differentiated TikTok from its predecessors. Here’s why people and brands are loving it:
Content that resonates: TikTok captures attention by offering content that resonates deeply with younger audiences. The shift from polished to more authentic, user-generated material sets TikTok apart, especially in its role as a unique search engine.
Real people, real reviews: Beyond entertainment, TikTok serves as a hub for authentic product reviews. The days of buying a skinny tea from the Kardashians’ paid ads are long gone. Buyers are looking for genuine experiences and valuable insights before making purchasing decisions.
Showcasing products through User-Generated Content (UGC): Brands are leveraging TikTok to showcase their products with real people. From tutorials and product demonstrations to user reviews, TikTok has become a versatile platform for real brand promotion.
TikTok Shop: With the recent introduction of TikTok Shop, the platform has seamlessly integrated content and commerce. Users can now discover, learn about, and purchase products without leaving the app, simplifying the consumer journey.
Pinterest: more than just inspiration
Pinterest has long been a go-to platform for inspiration. Its visual search and discovery features enable users to find ideas by exploring images, making it a unique search engine in its own right. These are a few reasons why brands are focusing efforts on Pinterest:
Visual search and discovery: The essence of Pinterest lies in its visual search and discovery features. Users can explore a world of ideas by simply immersing themselves in a visual journey, setting the stage for a new search experience.
Business strategies on Pinterest: For brands, Pinterest offers a unique space for marketing. Crafting engaging content that aligns with the platform's visual nature is key to success. In addition to detailed trend reports highlighting what their audience loves, the platform offers several tools to help you make content that will resonate with their users.
Rich Pins: Elevate your Pins by adding extra information, like product details or real-time pricing. This provides users with more context and increases the chances of conversions.
Retail Catalogs: Showcase your entire product range through Pinterest's Retail Catalogs. It's a great way to give users a comprehensive view of your offerings.
Analytics: Gain insights into the performance of your Pins with Pinterest Analytics. Understand what resonates with your audience and tailor your strategy accordingly.
Shopping made easier: Users can seamlessly transition from inspiration to purchase through the platform's integrated features. In addition, ads on Pinterest offer 2.3x more efficient cost per conversion than other platforms, offering brands a strategic use of marketing budget to convert customers.
The Impact on Social Media Strategy for Brands
Adapting to the visual search dynamics dominating TikTok and Pinterest is crucial for brands. Optimizing content for discoverability within these platforms is essential for staying relevant, connecting with audiences, and converting them to customers.
The delicate balance between authenticity and brand promotion (which we’ve discussed here) is at the core of successful social media strategies on TikTok and Pinterest. Striking this balance ensures that brands connect with their audience while promoting their products effectively. Let’s take a look at how your brand can leverage the power of search on social:
1. Use keywords to your advantage:
Use the search bar on TikTok and Pinterest to identify what users are actively searching for related to your content. By searching in the types of products you make or sell, you can find commonly asked questions or terms that you can use to plan your content around.
Craft your content around these keywords or phrases to ensure visibility and relevance in search results. This will allow you to play a long game with your video or Pin strategy.
Example: Suppose you're a skincare brand. Use the TikTok search bar to discover trending skincare concerns. If "acne routine" is frequently searched, tailor your content around that keyword, providing valuable insights into effective acne routines.
2. Optimizing your TikTok content:
Once you’ve found what people are looking for, incorporate relevant keywords into your captions, on-screen text, and dialogue to signal the content you’re creating to the algorithm so they will show it to the right people.
Example: If you're a fitness brand and notice "quick home workouts" is a trending search, make a video demonstrating engaging home workouts. Be sure to include “quick home workout” in the title of your video, the script, and your caption.
3. Pin description optimization on Pinterest:
Craft engaging and keyword-rich descriptions that provide context to your products or services.
Example: If you're a fashion brand, utilize Pinterest's search to discover trending fashion styles. When pinning your latest collection, describe it with relevant keywords, like "boho chic" or "spring fashion", to align with user searches.
4. Take advantage of your audience:
Collaborate with influencers to extend your reach, but also actively engage with your existing audience. Look for users who are already talking about your brand organically, and encourage user-generated content (UGC) by reposting and engaging with the content.
Example: Notice a great video organically shared about your product? Reshare the content on your own channels or ask the creator if you can partner with them to use the video for Pinterest or TikTok. You can test these as ads or organic content showcasing how real people are enjoying your products.
Strategically integrating these tips into your social media strategy will not only enhance your brand's visibility when it comes to search but also foster authentic connections with your audience. Stay agile, keep content authentic, and let the visual search revolution support your social media strategy.
Want to learn how to put these tips into practice?