TikTok pushing users to add Search shortcut

A new TikTok intersitital is encouraging users to add a shortcut to their device home screen, the latest effort to encourage more people to search on the platform.

Why we care. TikTok is continuing to push Search. Multiple studies have shown that Gen Z in particular uses TikTok for Search, sometimes as a replacement for Google, and last year the company introduced search ads. TikTok is more than a platform for awareness – it can also generate sales and conversions for brands and businesses (look no further than #TikTokMadeMeBuyIt).

The interstitial. TikTok is encouraging users to add the search page to their home screen, to “make quicker searches with a shortcut.” Here’s what it looks like:

TikTok has 170 million active U.S. users (subscription required), according to recent testimony from TikTok CEO Shou Chew, and nearly 2 billion users worldwide.

Coming soon to the U.S.? Search is already a key element of TikTok in China. As Social Media Today noted:

“In China, for example, on the local version of TikTok, you can already search for local businesses, restaurants, entertainment, etc. You can even order food to be delivered direct from the app. The Chinese TikTok, called “Douyin”, is also experimenting with generative AI search, enabling users to maximize discovery both inside and outside the app.”