Oh No! TikTok is new search engine for small business

Introduction

If you're a small business owner in Perth, chances are you’re already juggling a lot—balancing operations, managing finances, and trying to keep up with the ever-changing world of digital marketing. But here’s one trend you really shouldn’t ignore:

TikTok is becoming a search engine, especially for Gen Z consumers. And if your business isn’t showing up where they’re looking, you’re leaving money on the table.

For Perth’s loca

l cafés, beauty salons, retail boutiques, gyms, and service providers, TikTok offers more than just viral dances and memes. It’s a powerful tool to increase visibility, build trust, and reach younger audiences who are actively searching for businesses like yours—but not in the way you might expect.

TikTok Isn’t Just Social Media Anymore

While TikTok started as a short-form video platform for entertainment, it has quickly evolved into something much more impactful: a search engine for discovery.

According to Google’s own internal data, nearly 40% of Gen Z users prefer TikTok and Instagram over Google when searching for local businesses, food recommendations, product reviews, and how-to tutorials. That’s a major shift in behavior—and one that local businesses in Perth can use to their advantage.

Why Gen Z Searches Differently

Gen Z (roughly aged 12–27) grew up in a digital-first world. They’re not just consuming content—they’re using it to make decisions. Unlike previous generations that relied on Google and Yelp for information, Gen Z wants quick, visual, and authentic insights.

They’re not searching “best café in Leederville” on Google anymore—they’re typing it into TikTok and scrolling through real videos of food, vibes, and customer experiences. They want to see the product in action, hear a real voice, and decide based on what feels genuine.

Why This Matters for Small Businesses in PerthTikTok’s growth gives Perth small businesses a unique chance to compete with larger brands—without needing a massive marketing budget. Here's how:

1. 📍 Hyperlocal Discovery

TikTok’s algorithm and search functionality make it easy to surface location-specific content. A user in Perth searching “best massage in Mount Lawley” is likely to be shown videos from local businesses—if those businesses are active on TikTok and using relevant hashtags.

Adding geo-specific tags like #PerthFoodie, #FreoMarkets, #ScarboroughBeach, or #PerthSmallBusiness helps you get discovered by people near you.

2. 🎯 Real Engagement with Gen Z

Perth is home to thousands of Gen Z consumers—from ECU and UWA students to first-time workers and young professionals living in areas like Subiaco, Joondalup, and Vic Park. This group is highly active on TikTok and extremely responsive to businesses that show up in their feeds in a relatable, non-salesy way.

3. 💡 Affordable & Organic Reach

You don’t need a media team to start. TikTok is one of the few platforms where a single, well-made video can reach thousands (or even millions) organically. That’s perfect for small businesses with limited ad budgets.

Even better, TikTok users prefer raw and real content—so forget the fancy cameras. A smartphone, good lighting, and an idea is all you need.

4. 🛍️ Content That Converts

A video of someone trying your handmade soap, sipping your bubble tea, or getting a hair transformation at your salon can do more for your business than a paid ad. TikTok users are more likely to trust a relatable experience over a polished commercial.

How to Get Started: A Simple TikTok Strategy for Perth Small Businesses

You don’t need to go viral right away. Start by showing up, staying consistent, and being authentic. Here’s a simple step-by-step plan:

✅ 1. Create Short, Helpful, or Entertaining Videos

Some examples:

• “Best spots for brunch in Fremantle – we had to try this place!”

• “Behind the scenes: How we prep for our Saturday market stall”

• “Trying on our new vintage arrivals – which one’s your fav?”

✅ 2. Use Local & Niche Hashtags

Think beyond just #foryoupage. Use tags like:

• #PerthEats

• #MadeInPerth

• #PerthFitness

• #PerthCafes

• #ThingsToDoInPerth

✅ 3. Optimize for Search

Use keywords in your captions that match what users might type into TikTok’s search bar. For example:

“Looking for the best Korean BBQ in Perth? This spot blew us away 🔥”

✅ 4. Encourage User-Generated Content

Invite your customers to post their own TikToks at your venue or using your products. Offer small incentives like discounts, giveaways, or just a shoutout. People trust real customers more than branded content.

✅ 5. Be Consistent & Keep It Real

Don’t worry about being perfect. What matters is being consistent and showing the real story behind your business. That’s what people connect with.

Success Story Example: A small Perth-based bakery started posting 15-second videos of their fresh cinnamon rolls coming out of the oven each morning. No narration, just visuals and ASMR sounds. One of the videos got picked up by the algorithm and gained over 40,000 views in 48 hours—resulting in a sold-out weekend.

Final ThoughtsPerth is a growing, vibrant city filled with incredible local businesses. But to capture the attention of the next generation, you need to meet them where they are—and they’re on TikTok.

By treating TikTok as a search engine, not just a social platform, you can dramatically increase your visibility, connect with Gen Z on a deeper level, and position your business for long-term growth. Best of all, it doesn’t cost much to get started—just a little creativity and consistency.

So go on, give it a shot. Your next loyal customer might not be searching Google—they might just be scrolling TikTok, looking for exactly what you offer. 📲✨