Video search is the most popular way to find videos online, but it works a bit differently on TikTok and YouTube compared to other video sites. Even so, understanding video SEO, knowing how to find relevant videos, and making your own brand more discoverable is key to long-term video marketing success.
In this blog post we’ll explore how video search on TikTok and YouTube work, including tips to maximize your video marketing efforts. Keep reading for more information about how video search functions, what these two platforms evaluate when generating search results, and how to get seen by your ideal customers.
TikTok and YouTube video search is the functionality on these social media platforms that lets you find videos, particularly those based on your interests and preferences. Being able to search for a video within the platform itself increases the odds that you’ll find the exact kind of content you’re looking for. At the very least, you’re likely to find videos closely related to your search query.
Video search functionality is useful on platforms like TikTok in particular, where more than 2 billion users have downloaded the app. Such a large volume of users invariably means there are millions of videos to sift through.
Since TikTok is a relatively new platform, its video search capabilities are still developing. That being said, its recent massive influx of new users has prompted the company to improve its search result strength rapidly.
YouTube—which is part of Google—already has a more granular algorithm, which leads to much more specific results. You can type in anything and YouTube will bring up exactly what you’re looking for or the closest video it thinks matches.
So how do the two platforms work? What should you know about both? Let’s dive into both of these questions in the next section.
Learning how both YouTube and TikTok video search work is advantageous to your own discoverability needs. The more you know how people are looking for content on two of the world’s biggest video platforms, the better you can position yourself to be found by them.
Ever since Google bought YouTube, the YouTube video search experience has felt similar to a normal Google search. These are the primary factors YouTube analyzes when you’re looking for a video on the platform:
Video search on TikTok isn’t drastically different from YouTube, but it has some characteristics you should know about. Here are the main components of TikTok video search:
One of the most important differences between YouTube and TikTok video search is which platform has the better video search results. In general, YouTube's search results tend to be more precise, with searchers almost always seeing exactly what they want. While TikTok’s granularity is growing fast, it’s not as accurate as Google’s finely tuned algorithm.
TikTok also tends to show videos and ads that may be completely different from a viewer's weekly preferences, compared to YouTube, which pays close attention to a viewer's preferred channels. A user’s personal YouTube homepage updates slowly and rarely shows something different, whereas users can expect something completely new on TikTok every time they open the app.
Video marketing is a significant investment, so you shouldn’t start posting without knowing how to contextualize your efforts. TikTok and YouTube are both fantastic platforms to build your brand and sell products but your approach should differ a little based on the audiences for both apps.
Here are our powerhouse tips for improving your visibility on YouTube and TikTok:
Video search is one of the most powerful ways you and your brand can get discovered online. The average consumer spends two and a half hours watching online videos every day. Why not make yours one of the next ones they find?
Vyrill makes it easier than ever to find mentions of your brand in videos. It’s easy to think about ‘In-Video’ search like the Googlificiation of video.
Our AI-powered ‘In-Video’ search scans the content of large volumes of videos for various factors, including sentiment, trending topics, demographics, and more. The tool also collects geolocation and engagement data (views, likes, comments), offering a comprehensive overview of a video’s performance and potential impact.
Brands get powerful insights, valuable competitor information, and video reviews from customers as they happen. Gathering this information helps you understand your target audience,adjust your marketing strategy, and make decisions more quickly.
Katy boasts two decades in B2B technology & services, spearheading growth and brand evolution. A former Adobe marketing maven for 9 years, she’s since built growth teams for 5 tech startups that have all been acquired. With a stellar record in operational excellence and creating demand, she excels at leading successful cross-functional initiatives that enable companies to scale up.