TikTok search allows users to type in keywords and find relevant results from a vast library of creator content. Ever since search functionalities expanded around 2020, this tool has become immensely popular with app users.
According to TikTok, 57% of users utilize TikTok's search functionality and 23% search for something within 30 seconds of opening the app. Among Gen Z users, at least 64% are using the app as a search tool, according to an Adobe survey.
“With social platforms emerging as Gen Z’s preferred search engines, optimizing for these placements is a powerful way for small businesses to increase visibility and build long-term affinity with younger audiences,” says Leslie Ann Hall, founder and CEO of ICED Media.
Explore how TikTok’s search function works and how you can optimize your content so it shows up in those valuable search results, with expert tips from Leslie Ann Hall.
How to search on the TikTok app
- How to search for videos on TikTok
- How to search for users on TikTok
- How to search for hashtags on TikTok
- How to search for sounds on TikTok
TikTok allows for a variety of search and filtering options within the app. Here’s how to search for different content types on TikTok:
How to search for videos on TikTok
You can use the TikTok search function to find specific videos relevant to practically any topic:
1. Tap the search icon. In the mobile app, log in and go to the top right corner and tap the magnifying glass to open a search bar at the top of the page.
2. Type your keywords. In the search bar, type the keywords you’re looking for. TikTok will automatically offer suggestions for related searches just below the search bar. You can also upload or take a photo to search for matching products or content containing that image.
3. Swipe through the categories. Once you’ve run your search, TikTok will recommend categories (such as Top Posts, Videos, TikTok Users, and TikTok Shop). Select Videos.
4. Play with the filters. Tap the filters icon (three dots to the right of the search field) to see various ways to narrow your search. Filter for videos you’ve previously liked, date posted, relevance, and popularity.
How to search for users on TikTok
If you want to find a specific account, or if you want to find new accounts to follow based on a topic you’re interested in, you can use these steps to narrow your search:
1. Tap the search icon. In the mobile app, go to the top right corner and tap the magnifying glass.
2. Type in a username. Type the @ symbol followed by the name of the creator you’re looking for. If you don’t know the specific username, you can also type keywords related to a video they posted, a sound they’ve used, a hashtag they’ve used, or any combination of these.
3. Swipe to the Users category. Once you’ve entered a search, you’ll see categories below the search bar—select Users to narrow your search to only creator accounts.
How to search for hashtags on TikTok
Hashtags are a great way to discover TikTok trends and find new communities. Searching for a hashtag on TikTok is simple:
1. Tap the search icon. In the mobile app, go to the top right corner and tap the magnifying glass.
2. Type in a hashtag. Type in a keyword for the hashtag you are looking for (you can type the # symbol, but it’s not necessary).
3. Swipe to the Hashtags category. Once you’ve pressed Search, you’ll see categories below the search bar. Select the Hashtags option to see a list of hashtags related to your search terms. Select a hashtag to see content tagged with that hashtag and the option to add it to your favorites or join it with your own tagged content.
How to search for sounds on TikTok
Want to find a song or trending sound effect to use in one of your videos, or can’t remember the name of a song you heard in a Reel? You can use the TikTok search function to help you find the song or sound you’re looking for:
1. Tap the search icon. In the mobile app, go to the top right corner and tap the magnifying glass.
2. Type in a keyword relevant to the sound. If you know the name of the song or sound you’re looking for, input that name exactly. Otherwise, type in a keyword that relates to the song or sound; as you type, suggestions for related searches will appear below the search bar.
3. Swipe to the Sounds category. Once you’ve pressed search, you’ll see categories below the search bar to help you narrow even further. Select the Sounds option to see songs and sounds relevant to your keyword, as well as videos that use those sounds.
How to show up in TikTok search results
- Lean into niche topics
- Use keywords strategically
- Research top-ranking videos within the app
- Optimize for AI search off the app
- Buy a TikTok search ad
TikTok can be a valuable outlet for social media SEO, and optimizing your content appropriately can help you get more followers on the app. Use these tips to optimize your content and improve its chances of showing up in TikTok search results:
Lean into niche topics
You don’t have to target the most popular topics to gain visibility on TikTok. “The main thing business owners should know about TikTok’s algorithm today is that the riches are in the niches,” says Leslie Ann Hall, founder and CEO of ICED Media. “The more nuanced and personalized your content is, the better chance you have at building an audience.”
Whereas early social media algorithms circulated content from people you knew and followed, TikTok ushered in an era of discovery. So, while you don’t need to be in the same social circle as your target audience to get more views on TikTok, you do need to make content relevant to their interests.
“The brands that win are the ones with a distinct point of view and a deep understanding of their audience,” Leslie says. Think through the Venn diagram of what your brand does best, what problems your audience struggles with, and what kinds of content you can make with the resources you have. Identify topics that allow you to inject your expertise and brand personality.
For example, let’s say you run a high-end pimple patch brand for adult men. You might create a TikTok series showing how well your patches hold up during different athletic activities and share skincare tips for those with facial hair.
Use keywords strategically
To appear in search results, you need to take your niche-targeting strategy a step further and be intentional about keyword usage.
“Showing up in search results requires a different approach than appearing on the For You page,” Leslie says. “TikTok’s search ranking is driven by intentional keyword usage—specifically within captions, on-screen text, transcribed audio, and relevant keyword-based hashtags.”
For example, Dr. Shah, founder of Remedy skin care, does that in his TikTok made in partnership with Neutrogena. In it, he explains which ingredients you should avoid layering with a vitamin C serum, and he perfectly optimizes the video for search.
The caption summarizes what you learn in the video, and in the process, naturally works in the keywords “vitamin C” and “skincare.” The onscreen text also includes those keywords, so those quickly scrolling can know what the video is about immediately. It’s helpful to users looking for answers and helps the TikTok search algorithm surface those answers.
Research top-ranking videos within the app
If you have an idea of the video you want to make, start by searching for similar content on TikTok. For example, imagine you’re planning a simple turtleneck styling tutorial. Upon searching for “how to style a turtleneck,” you find that most videos have descriptive on-screen text, minimal voice-over, and popular fashion-related hashtags.
Most of the best-performing TikToks also tackle a specific angle as it relates to turtleneck styling, like this TikTok by the online boutique Lauriebelles:
The video shows a woman tucking in the top of her turtleneck to transform the look. The video is short, helpful, and focused—all features you can implement into your turtleneck tutorial. This type of relevant, useful content is the foundation of a good TikTok marketing strategy.
Read: How To Make a TikTok Video in a Few Easy Steps
Optimize for AI search off the app
TikTok videos don’t just appear within the app itself—they can also show up in AI search results on platforms like Google and ChatGPT. Look for themes among TikTok videos that show up in AI search results. Common trends—like text-heavy captions and hyper-specific hashtags—can tell you a lot about which elements can help your content show up in AI-generated search results.
“Being strategic about the text elements like captions and metadata on your organic TikTok posts has benefits beyond increased visibility,” Leslie says. “As ChatGPT and other large language models increasingly reference organic social signals, establishing a robust, text-rich presence on these platforms can also enhance a brand’s visibility within emerging AI-driven discovery ecosystems.”
Buy a TikTok search ad
If you would rather circumvent some of the experimentation required to appear at the top of organic results, consider running a search ad campaign. To launch TikTok search ads, get familiar with the TikTok Ads Manager tool and define your campaign goals. Select your target keywords and set a budget. Upload your campaign’s creative assets—such as a video or image carousel—and the algorithm will match your content with relevant audiences.
When those audiences search for the keywords you’ve set, your content will show up in the search results alongside organic results with a “Sponsored” tag.
Using TikTok search ads to drive traffic to your ecommerce site is a practical way to make money on TikTok. You might also consider TikTok affiliate marketing strategies.
TikTok search FAQ
Can you search TikTok without an account?
TikTok won’t let you do detailed searches in the app or on a browser without an account. However, to do basic searches without a TikTok account, you can use a search engine like Google or Bing. Type your search terms and the word “TikTok,” and then scroll until you find results for TikTok.com.
How do you find trending content on TikTok?
To find top TikToks, check out TikTok’s Trend Discovery tool, which shows real-time analytics for trending hashtags, songs, creators, and videos. The tool will help you find the hottest TikToks in a particular area and over a set period of time.
How do I find top TikToks?
To find top TikToks, check out TikTok’s Trend Discovery tool, which shows real-time analytics for trending hashtags, songs, creators, and videos. The tool will help you find the hottest TikToks in a particular area and over a set period of time.
Is there a way to search on TikTok?
Yes, you can search for videos, users, hashtags, products, and sounds within the TikTok app. Tap on the magnifying glass icon at the top of the screen, enter what you’re looking for in the search field, and use the categories and filters to refine the results.
Does TikTok tell you who searched your profile?
Yes, you can search for videos, users, hashtags, products, and sounds within the TikTok app. Tap on the magnifying glass icon at the top of the screen, enter what you’re looking for in the search field, and use the categories and filters to refine the results.
How do you search for a user in TikTok?
To search for a user in TikTok, click on the search icon and type in the username, or the @ symbol followed by the name of the creator you’re looking for. If you don’t know the specific username, you can also type keywords related to a video they posted, a sound they’ve used, or a hashtag they’ve used. Among the categories below the search bar, select Users to narrow your search to only creator accounts.
