When Gen Z searches online, they don’t go to Google.
They go to TikTok
40%+ of Americans use TikTok for search.
With Gen Z leading at 64%.
That’s a shift most brands haven’t adapted to yet.
TikTok Shop isn’t just about viral videos or impulse buys anymore.
It’s about search-driven purchase intent.
Here’s how winning brands structure TikTok Shop content for search:
Best-for-X Format
Lead with “Best [product] for [specific use].”
Demo → explain → call to action.
Problem-Solution
Frame it: “Struggling with [issue]? Use [product].”
Show the problem → live demo → results → CTA.
Comparison Content
“[Brand] vs [Brand] for [specific use].”
Side-by-side → audience fit → verdict → CTA.
Quick Routine Videos
“My 60-second [goal] routine.”Numbered steps → product links → CTA.
Review-Based Content
“[Brand] review after 30 days.”First impression → results → recommendation → CTA.
These are the exact keywords driving TikTok Shop sales right now:
“retinol for beginners routine”
“best vitamin c serum for sensitive skin”
“non stick pan that actually lasts”
“curl cream for fine wavy hair”
“foundation that doesn’t crease under eyes”
“fridge organizer set before after”
“leggings that aren’t see through”
“carry on that fits ryanair sizer”
“baby bottle that reduces gas”
“[brand] vs [brand] which is better”
“[brand] review honest”
“is salicylic acid safe while breastfeeding”
For brands on TikTok Shop, this search behavior presents massive opportunity.
Users aren't just browsing - they're actively searching with purchase intent.
It's a fundamental change in how Gen Z discovers and buys products.
Brands that adapt their search strategy to this will capture the next generation of consumers.
Ashley Wright
Founder and CEO of Social Tale