Over the past few years, TikTok has shifted from being an app dedicated to lip-syncing and dancing videos to a serious business tool, especially if you’re thinking search-first.

Here’s why you should be taking advantage of this new platform.

A Different Kind of Search Moment

People come to TikTok to discover. They type in a search, scroll, ask “What’s good?” or “Which one works?”. In the UK alone, the app has about 24.8 million active users as of early 2025. That’s nearly half of the adult population engaging with it. So if your business only treats Google or Bing as “search”, you’re missing the full picture. TikTok is part search engine, part social feed, and that dual nature gives you a chance to catch someone when they’re looking and open to discovery.

Reach + Authenticity = Trust

Because TikTok has a younger demographic (but not only younger; the 25-34 age range makes up about 31.8 % of users in the UK), it presses brands to be more real.

For your brand, that means showing your human side, including how you work, who does the job, and what the product really does. Not just the “buy us” line. That kind of content builds trust. And trust generates conversions more than just having lots of followers.

It’s Untapped in Many Sectors

It’s surprising, but many businesses still think TikTok is simply limited to a younger audience, so there’s less noise in some spaces. That gives you a chance to stand out.

Because the algorithm favours discovery, being new, and being interesting, you don’t necessarily need thousands of followers yet to be seen. If you create content that resonates, you’ll have a fair shot.

Search-First Meets Video Content

From our search-first stance at Diony, we look at intent: What is the viewer looking for? What question do they have? On TikTok, your content can answer that question visually. “How do I use this product?”, “What’s the difference between X and Y?”, “Why should I choose you?”

And because people are searching inside TikTok (not just browsing randomly), you get an advantage. When they search “best running shoes”, you could show up with a short video doing exactly that.

Getting Started with TikTok

Here are some things to bear in mind:

  • Make videos that don’t feel overly slick. TikTok favours authenticity.
  • Think about keywords and search intent. What do your customers type or ask? Then address that in the video.
  • Have a clear visual identity so people associate the content with you. But let it be relaxed enough that it fits the platform.
  • Keep testing. What works on TikTok today might not tomorrow. Adapt.
  • Make sure you’re ready to engage. Comments, questions, follow-up content.

Help from TikTok Experts

If your business is serious about reaching people when they’re actively searching and open to being persuaded, TikTok deserves your attention. 

As TikTok experts, we see the platform as a new search-first frontier. If you’re interested in knowing more, talk to us about how you could use it for your brand.