TikTok’s rise has been nothing short of phenomenal, transforming from a platform known for viral dance challenges into a powerful tool for brands and marketers. With over 4 million users in the Netherlands, TikTok has quickly become more than just a place for entertainment—it’s evolving into a fully-fledged search engine, particularly for Gen Z and Millennials, but also drawing in older demographics. The platform’s rapid growth offers unique opportunities for businesses to connect with their target audience in ways that traditional search engines, like Google, can’t match.
The growing role of TikTok as a search engine
For many users, TikTok is no longer just a platform for watching videos—it has become a go-to tool for discovering trends, products, and brands. In fact, 44.8% of TikTok users in the Netherlands search for new content, products, or trends multiple times a day, showcasing how critical TikTok has become as a discovery platform (source).
Unlike traditional search engines that are text-based, TikTok’s algorithm presents search results through a dynamic combination of hashtags, videos, and trending topics. Users are drawn to its visual content and community-driven recommendations, which creates a richer, more interactive search experience.
The Dutch landscape: Who’s using TikTok?
TikTok’s user base in the Netherlands is dominated by Gen Z and Millennials, accounting for the majority of its 4 million users. However, the platform is seeing a steady rise in older demographics as well, with even the 55+ age group starting to engage actively. TikTok’s audience in the Netherlands is almost equally split by gender, with women making up 54.1% of users and men accounting for 45.9%. These stats show that TikTok’s reach is wide and varied, providing businesses with the opportunity to target a broad audience (source).
Younger users, particularly those aged 18-24, are the most frequent users, with 72.73% of them opening the app more than once a day. This high level of engagement presents an exciting opportunity for brands to reach users where they are spending their time: exploring, discovering, and interacting with new content and brands.
Why are Dutch users turning to TikTok for search?
TikTok is increasingly used as a search tool in the Netherlands for a variety of reasons. One major factor is the platform’s ability to combine entertainment with information. Whether users are looking for travel tips, makeup tutorials, or the latest fashion trends, TikTok delivers personalized, visually engaging content that resonates with its users.
In fact, 19.2% of Dutch TikTok users are searching for travel-related content, 13.7% for celebrities, and 11% for products and shops. This data highlights how TikTok is steadily growing as a discovery tool for brands in industries like travel, retail, and lifestyle (source).
For businesses, this shift in search behavior means that TikTok is not only an entertainment platform but also a key player in the consumer decision-making process. Consumers are now using TikTok to research products and services, much like they would with Google, but in a more interactive, visual manner.
TikTok vs. Google: The competition heats up
TikTok’s rise as a search engine is particularly interesting when compared to traditional search giants like Google. While Google still dominates text-based searches, TikTok has a clear edge in visual and discovery-based searches. For example, when it comes to product-related searches such as clothing or personal care items, TikTok is quickly becoming the platform of choice for younger users.
In the Netherlands, 25.2% of TikTok users search for travel-related content, compared to just 5.1% on Google. Similarly, 17.4% of users prefer TikTok over Google when searching for clothing and accessories. This trend signals a shift in how users, particularly younger generations, prefer to interact with content—they’re favoring short, engaging videos over traditional search results (source).
Optimizing for TikTok search
Given TikTok’s growing role as a search engine, businesses need to adapt their strategies to ensure they remain discoverable. Here are a few essential steps for optimizing your content for TikTok search:
- Use trending hashtags and keywords: Just like with traditional SEO, using the right keywords and hashtags is crucial to being found on TikTok. Research what’s trending in your niche and make sure to include these in your video captions, descriptions, and even comments (source).
- Create engaging, authentic content: TikTok’s algorithm rewards content that keeps users engaged. Authentic, visually appealing videos that resonate with your audience are more likely to appear on the For You page and in search results. Short, impactful videos that are easy to digest are key, especially when targeting Gen Z users with shorter attention spans.
- Leverage TikTok’s search functions: TikTok offers both the ‘Discover’ page and its search bar as key tools for content discovery. The Discover page shows users trending content based on their behavior, while the search bar lets users search for videos, creators, and trends. By understanding how your audience uses these features, you can tailor your content strategy to improve discoverability (source).
- Analyze TikTok Analytics: Like any platform, understanding the data behind your content’s performance is crucial. TikTok Analytics provides valuable insights into who’s engaging with your content and how. Use this data to fine-tune your strategy and ensure that you’re targeting the right audience at the right time.
What’s next for TikTok search in the Netherlands?
The rise of TikTok as a search engine is an exciting development for businesses in the Netherlands. As the platform continues to grow, its role in the consumer journey will only become more significant. Brands that embrace TikTok’s search potential now will have a competitive advantage as the platform’s influence expands.
As TikTok’s search capabilities evolve, the question remains: Will it challenge Google’s dominance? While TikTok may not replace Google entirely, especially for text-based searches, it’s clear that for visual content and discovery, TikTok is becoming an essential platform for both users and brands.
For businesses, the time to act is now. Whether you’re in fashion, travel, retail, or any other industry, optimizing your content for TikTok search can help you reach new audiences, drive engagement, and ultimately grow your brand in a way that resonates with today’s digital consumers.
