TikTok becomes key search tool for French businesses, users

Image credit: Abondance

TikTok is increasingly functioning as a search engine, presenting new opportunities for businesses to reach a diverse audience, according to recent industry reports.

The platform, which now features a dedicated search bar, suggestions, and results pages, saw a 40 percent increase in searches over the past year, indicating a significant shift in user behavior across Europe.

One in four TikTok users initiated a search within 30 seconds of opening the application, TikTok for Business reported in 2025.

France alone recorded 30.6 million monthly TikTok users in the first half of 2026, while the European Union registered 189 million monthly users during the same period, with a notable portion aged between 30 and 64, according to Abondance.

Users on TikTok primarily sought video tutorials, accounting for 61 percent of searches, followed by product reviews at 45 percent, and personal experiences at 41 percent, Adobe Express reported in 2026.

The platform’s algorithm prioritizes video retention and watch time, valuing content that directly answers search queries, which influences creator compensation, TikTok for Business stated.

ByteDance, TikTok’s Chinese parent company, operates Douyin, which had 907 million monthly users as of October 2025, QuestMobile reported.

Search traffic on Douyin converted 90 percent better than its recommendation feeds, highlighting the potential for businesses to leverage search functionality on its global counterpart.

The evolution of TikTok into a search engine offers new avenues for search engine optimization (SEO) and audience engagement beyond traditional social media strategies.

Source: Abondance