Customer Story: Turning Views into Visits
Imagine this: a family-run Italian bar by a peaceful lake in Perth, serving mouth-watering pizza and aromatic coffee for over 10 years. Loyal customers love the cozy atmosphere and authentic flavors. But recently, something exciting happened—they began attracting a whole new crowd, all thanks to TikTok. Yes, you read that right. TikTok isn’t just for viral dances anymore. It’s becoming a powerful search engine for Gen Z, and small businesses like yours can benefit from this growing trend.
One of our clients—a charming Italian café by the lake—decided to try something new: they started posting simple, authentic videos on TikTok. These weren’t polished ads but real, unfiltered moments: showing how they hand-make their pizzas, brewing fresh coffee, and highlighting the stunning views of the lake.
And guess what happened next?
Their videos went viral, and Gen Z customers started flocking to the café, having found them through TikTok’s search feature. The result? An increase in foot traffic, new customers, and a surge in social media engagement. This was the power of TikTok's search engine potential—without spending a dime on traditional advertising.
Top 5 Tips for Small Business Owners to Leverage TikTok as a Search Engine
Create Value-Driven Content
Answer Questions: Think about what potential customers might search for. If you're a local pizza bar, showcase how your pizzas are made, share your secret sauce recipe, or highlight your stunning lake view. Be the answer to their queries.
Share Stories: People love stories. Share behind-the-scenes footage of your team, your ingredients, or a special event at your café.
Use Hashtags Wisely
Increase Visibility: Hashtags like #PizzaPerth, #CoffeeLovers, or #LakeViewEats will help your videos appear in search results related to food, drink, and Perth-based experiences.
Mix Popular and Niche: Use a blend of trending hashtags and niche tags that resonate with your specific audience.
Embrace Authenticity
Show Your Real Side: TikTok thrives on unpolished, raw content. Don’t worry about having perfect production quality—just be real! Share customer testimonials, behind-the-scenes moments, and your staff’s personalities.
People Connect with People: Show your business’s story and the faces behind it. Let your followers connect with you on a personal level.
Leverage Trends
Hop on Trending Sounds or Challenges: Participating in TikTok trends allows you to connect with a broader audience. Just ensure the trend aligns with your business and feels natural.
Get Creative: It’s not just about copying a trend—it’s about putting your own unique spin on it to make your brand stand out.
Engage with Your Audience
Be Responsive: TikTok is an interactive platform. When users comment on your videos, take the time to reply. Engaging with your audience builds trust and encourages more interaction, which can help you appear on more For You Pages (FYP).
Create a Community: People who feel heard are more likely to become loyal customers, so interact, respond, and build relationships.
How TikTok is Changing the Search Landscape
It’s no secret that Gen Z prefers TikTok over Google for discovering new businesses, products, and services. Why? TikTok offers a more engaging, entertaining, and visual way to explore new things. It’s personal, real, and authentic—a stark contrast to the traditional, transactional nature of search engines.
With its easy-to-digest content and algorithm that tailors what users see, TikTok is becoming the go-to tool for anyone looking for something fresh and unique. Whether they’re searching for local dining spots, fashion tips, or coffee recommendations, TikTok gives users the content they crave.
Final Thoughts
TikTok is more than just a social platform—it’s quickly becoming a powerful search engine for a younger generation of consumers. By creating authentic, creative content, your small business can boost visibility, attract new customers, and build meaningful connections.
Just look at the family-run Italian bar by the lake—they’ve seen firsthand how TikTok can turn casual viewers into loyal customers. If you're ready to unlock the power of TikTok for your business, let’s talk! We can help you create the right strategy to stand out and thrive in the TikTok search engine era.
Ready to get started? Reach out to us today, and let’s bring your business to the next level with TikTok!
Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University and has not been endorsed or otherwise approved by the organisation it promotes.
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