How Influencers and Brands Can Use Creator Search Insights to Inspire Content

Search behavior is shifting. Many people are abandoning Google’s search capabilities and turning to social platforms like TikTok, Instagram, and YouTube instead. With social search gaining momentum, TikTok has introduced a new feature, Creator Search Insights, to show creators common searches, hoping to inspire them to create in-demand content. 

TikTok Creator Search Insights

As more young people turn to TikTok to search for everything from how-tos to local restaurants, the social media platform has introduced a new feature called TikTok Creator Search Insights. 

To help creators produce in-demand content, they can now see popular searches made by users. Creators can filter the results by topic or a “For You” category that filters results based on a creator’s niche.    

TikTok hopes to inspire creators to tailor content to meet the audience’s needs by offering this kind of insight. Creators can not only produce more relevant content but customize new content toward “content gaps” that TikTok lists to fill voids and drive engagement. 

Search for Creator Search Insights in the search tool to find topic suggestions for videos. You’ll see a list of searched topics and the search popularity for each term.

Social search trends

TikTok’s new search tool comes on the heels of headlines declaring Google is losing its coveted position as search extraordinaire – at least among the Gen Z crowd. 

A recent survey of 1,000 consumers shows which platform 18-to-24-year-olds turn to when they need to search:

• 67% turn to Instagram
• 62% prefer TikTok
• 61% use Google

In this age group, Google is the third choice for search help. 

While Google remains the preferred choice for all other age groups, the data points to a shift occurring among younger digital natives, one many experts say will continue.

IZEA’s own research shows the younger generation looks to TikTok for product recommendations over their family and friends’ suggestions. The graph below, from our 2024 Trust in Influencer Marketing Report, shows 40% of 18 to 29-year-olds conduct product research on TikTok, while 28% ask family and friends.

How influencers and brands can capitalize on the social search trend

Whether you’re a creator or a brand, the trend toward social search should play a role in the content you create. Here’s how to produce posts that lean into social searching:

Use the topic suggestions

By creating content around these suggestions, you can tap into what’s currently popular and relevant on the platform. This increases the likelihood of your content being seen and helps you stay in tune with your audience’s interests and the platform’s trends. However, while it’s important to consider these suggestions, always ensure that the content aligns with your brand and message.

Experiment with content lengths on TikTok

When using TikTok for marketing, it’s crucial to experiment with content lengths. While the platform allows videos up to 60 seconds, shorter videos often perform better due to the fast-paced nature of the app. However, the optimal length can vary depending on the content, audience, and purpose of the video. For instance, a quick, catchy dance might only need 15 seconds, while a mini-tutorial or story might benefit from a full minute. By testing different lengths, you can determine what resonates best with your audience, keeping them engaged and increasing the chances of your content going viral.

Consider your words wisely

When social searches are conducted, results are shown based on the message in your post. Think about the search terms people would use to find your video and weave them into your description and on-screen text. 

Hashtags are important too. Consider them singular keywords that searchers might add to their search query. 

Encourage comments

Gen Z isn’t just attracted to the small, informative videos, they’re interested in what others have to say. As an influencer or a brand, encourage engagement through comments. Respond to comments, ask follow-up questions, and make sure your audience feels like it’s a two-conversation, not a broadcast. 

Partner with influencers/brands

Gen Z appreciates the recommendations of their peers, which are in abundance on social media. 

If a 20-year-old searches for a new skincare product on Google, they’ll likely find the company website, which offers straightforward product information. If they search for the product on TikTok, they’ll find real people offering their honest opinions, and that’s far more appealing to young consumers.

What’s more, people trust influencers, with 61% trusting influencers over celebrity endorsements, according to our Trust in Influencer Marketing report. 

Bottom line: Influencer activations are one of the best ways for brands to reach new audiences, drive awareness, and increase sales. 

Whether you’re an influencer or a brand, social sharing should be on your radar. With these tips, you can adjust your marketing efforts to capitalize on this emerging trend. 

Influencers:

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Marketers:

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