Tiktok is the new search engine: What does this mean for influencer marketing?

When you think of a search engine, your mind probably goes straight to Google.

But for Gen Z in Australia, that’s no longer the case. Increasingly, their first stop when looking for information isn’t a traditional search engine at all. It’s Tiktok.

Whether they’re searching for recipes, reviews, product demos, date night ideas, or even career advice, Gen Z is going to Tiktok first. It’s where they discover, learn, decide, and buy.

What started as a platform for bite-sized dance videos has rapidly evolved into a search-first ecosystem where engaging, personalised content trumps static results pages. And for marketers, especially those in the influencer space, this shift is seismic.

Tiktok is now one of the most-used platforms in Australia, with a 40% usage rate among internet users aged 16 to 64, just behind Instagram with 62.4%, according to Meltwater. Aussies spend over 42 hours per month on the app, more than on Youtube or Facebook.

But beyond just time spent, it’s how Tiktok is being used that matters. Search behaviour is changing fast.

Platforms like Tiktok and Instagram have become the new go-to for information, especially among 16 to 34-year-olds. In fact, more Australians in this age group now turn to social platforms for brand information than to traditional search engines.

At Underscore, we work with a range of brands and influencers across Australia, and we’ve seen this transformation play out firsthand. Our approach has always been rooted in helping brands create content that people actually care about. But increasingly, we’re crafting content that people are actively searching for — because that’s how we make our clients discoverable in a Tiktok-first world.

@tom.smallwood♬ original sound – ??S•phia??

Take Cornish Sea Salt, for example. When we started working with them in 2022, influencer activity was largely focused on Instagram. That’s where the audience was and where most creators felt comfortable. But over the past year, Tiktok has become the clear front-runner, not just for creators, but for results.

We’ve worked with influencers to position Cornish Sea Salt at the heart of Tiktok recipe content, ensuring it shows up in everyday search terms like “easy dinner ideas”, “quick pasta recipes”, or “healthy lunch hacks”.

These aren’t high-production ads. They’re relatable, helpful videos that just happen to feature our client’s product. From January to May 1 this year, we’ve had 107 Tiktoks featuring Cornish go live, generating over 40 million views. For context, in all of 2023, we had 141 Tiktoks total. The content volume and viewership have exploded — a clear indicator of where both creators and audiences are focusing their attention.

The reason for this growth? Tiktok rewards useful, timely content that people search for, not necessarily who has the biggest following. This gives brands and creators alike a much more level playing field. If you’re offering value, you’re discoverable. And if you’re discoverable, you’re in business.

We’ve applied a similar strategy to our client Old Palm Liquor, a beloved wine bar and restaurant in Melbourne’s inner north. When someone searches “cool wine bar Northside Melbourne” on Tiktok, we want our client’s name to appear in the results organically. So we work with influencers to mention the suburb (Brunswick) in captions, tags, and voiceovers, helping the algorithm connect the dots.

Over just four months, we’ve collaborated with 30 influencers, generating 19 Tiktoks for the bar and counting. The content has surpassed 500,000 views, and we’re seeing a noticeable shift in influencer preferences too.

@maggie_zhou one of my favourite restaurants in melbourne ? old palm liquor (invite) #melbourne #melbournerestaurant #melbournebars #thingstodomelbourne #melbournedateideas ♬ Newness – Nutty Nys

More and more creators are choosing to post on Tiktok over Instagram, not because of a directive from us, but because they see the value. TikTok content tends to get more views, more engagement, and more visibility for the creator’s own profile.

This change in creator behaviour is important.

It signals that the future of influencer marketing isn’t just about storytelling — it’s about searchability. Today’s influencer campaigns need to be crafted with search terms, SEO logic, and Tiktok’s algorithm in mind. Brands can no longer rely solely on high-follower-count partnerships. They need content that’s useful, searchable, and native to how Gen Z consumes and seeks out information.

It’s also about speed and authenticity. Unlike traditional digital campaigns that might take weeks to plan and polish, Tiktok thrives on spontaneity and immediacy.

A single off-the-cuff video with the right keyword can outperform a polished brand campaign if it resonates and answers a user’s query.

For marketers, the implications are clear.

If Tiktok is the new search engine, then your influencer content needs to be the answer. This means working with creators not just as brand ambassadors, but as partners in content strategy. It means using hashtags and captions intentionally, aligning with searchable moments, and producing content that meets people where they are, which is both in the middle of a scroll and looking for something specific.

The way Gen Z searches for information has changed. And for brands that want to remain relevant, discoverable, and top of mind, influencer marketing strategies need to evolve accordingly.

Because in 2025, if you’re not searchable on Tiktok, you’re invisible.

Elise Brando