TikTok has evolved far beyond its origins as a platform for viral dances and fun challenges. Today, it's becoming the go-to search engine for Gen Z, with users increasingly turning to the app to discover products, services, and experiences. As a small business owner in Perth, you may be wondering: what does this mean for me?

In this post, we’ll break down the top 5 reasons TikTok is quickly replacing traditional search engines—and how your business can take advantage of this trend!

1. TikTok’s Search Function is Revolutionizing Discovery

Gen Z has shifted away from traditional search engines like Google. Instead, they’re now turning to TikTok to search for anything from "best cafes in Perth" to "top local boutiques." TikTok’s search function allows users to find content by specific hashtags, sounds, keywords, and even location, making it easier than ever to discover local businesses.

For small businesses, this means you can be found organically by potential customers searching for services or products like yours, especially if you use location-based hashtags like #PerthEats or #PerthSmallBusiness.

2. TikTok Delivers Engaging, Short-Form Content That Gen Z Craves

Gen Z has a shorter attention span, and TikTok delivers what they want—quick, engaging videos that get straight to the point. Unlike traditional websites or long blog posts, TikTok’s bite-sized videos (usually between 15-60 seconds) make it easy for users to consume content rapidly.

For businesses in Perth, this means you have a unique opportunity to showcase your product or service in a visually engaging way. A short, creative video could be all it takes to grab the attention of your target audience.

3. Authentic User-Generated Content is King

On TikTok, authenticity reigns supreme. Gen Z values real, unpolished content over scripted ads or highly curated posts. User-generated content (UGC) is especially popular on the platform, as it offers a sense of trust and relatability.

As a small business owner, encouraging your customers to share their own experiences with your products or services can greatly boost your visibility. Consider running a challenge or collaborating with local influencers to increase your reach and authenticity.

4. Trends and Hashtags Are Key to Boosting Visibility

One of TikTok’s most powerful features is its trend-driven nature. Popular hashtags, sounds, and challenges can give businesses an opportunity to ride the wave of current trends and go viral.

For Perth-based businesses, jumping on local or trending hashtags like #PerthCafe, #LocalEatsPerth, or #PerthStyle can put you in front of users actively searching for nearby businesses. The more relevant and creative your content is, the higher the chances of getting discovered.

5. TikTok Connects You to a Local Community

Unlike global search engines, TikTok has a strong local community aspect. The app prioritizes location-based content, allowing small businesses to target nearby customers with ease. By using geo-tags and Perth-specific hashtags, you can ensure that your content is seen by locals searching for nearby businesses.

This gives small businesses in Perth a significant advantage, as you can create content tailored to your local community and connect with potential customers who may not have discovered you otherwise.

#TheDigitalMarketingCrew #ECUMKT5325, and others if you deem any suitable, along with the following disclaimer: (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).