Did you know that 40% of Americans currently use TikTok as a search engine?¹ If you are one of those people, get ready for your searching experience to become even easier. TikTok is enhancing the way users discover and purchase products on its platform with image search, bypassing the need for text-based searches, making the shopping experience more seamless and user-friendly.² Their integration of visual search not only improves TikTok’s platform but also blurs the lines between social media and e-commerce, making it easier for brands to boost their presence.
How Does It Work?
To use the image search feature, users can click on the camera icon located on the right side of the TikTok Shop search bar. From there, they can either take a new photo or upload an existing one. The app then can either find the product or identify similar products available for purchase on TikTok Shop.
Applications & Benefits for Brands
The introduction of image search opens up numerous possibilities for both users and sellers. With over 500,000 TikTok sellers in the U.S. alone, this feature can boost visibility and sales by making it easier for potential customers to easily find products they like without knowing the exact name or description.³ Whether they see a unique product in real life or in a video, tracking it down has never been easier. Brands can leverage image search to drive more organic traffic to their TikTok Shop listings and increase conversion rates. Content creators can use image search insights to tailor their content. For example, identifying trending products through image search can inform content that resonates more with their audience. With this feature, TikTok positions itself as a more formidable player in the search and e-commerce space along with Google Lens.
Predictions & Takeaways
TikTok’s foray into visual search is a strategic move designed to compete with established search engines like Google.⁴ By incorporating advanced search functionalities, TikTok is challenging traditional search methods and expanding its influence beyond social media. While Gen Z is increasingly turning away from traditional shopping methods in favor of community-driven recommendations, TikTok’s new feature offers more opportunities to enhance social media marketing strategies to target this growing trend. We will likely see a continued uptick in the usage of social media as a search engine and the need for social media optimization (SMO). TikTok’s new image search feature is more than just a technical upgrade; it’s a significant step towards redefining user interactions on social media and marketing strategies.
Written By: Rachel Gray, Hailey Scognamillo
Graphic Design By: Rachel Gray, Hailey Scognamillo
Attributes:
- https://blog.hootsuite.com/tiktok-stats/
- https://www.tubefilter.com/2024/06/12/tiktok-shop-image-search-engine/
- https://whatstrending.com/tiktok-enhances-search-experience-by-introducing-image-lookup-feature-in-tiktok-shop/
- https://techcrunch.com/2024/06/11/tiktok-comes-for-google-as-it-quietly-rolls-out-image-search-capabilities-in-tiktok-shop/