40% of Gen Z Don't Google First Anymore
A 2025 Adobe study found that 40% of Gen Z use TikTok as their primary search engine before they use Google. They search for restaurants, products, tutorials, and brand comparisons directly on TikTok — and they trust what they find there more than Google results, because TikTok surfaces real people showing real experiences.
In Saudi Arabia, where TikTok has over 18 million users and average daily usage exceeds 90 minutes, this is not a future trend. It's happening now. The question is whether your brand shows up when someone in Riyadh or Jeddah searches for what you sell.
How TikTok Search Works (It's Not Like Google)
TikTok search pulls from captions, on-screen text, spoken words (via audio transcription), hashtags, and engagement signals. A video people watch all the way through and share is more likely to appear in search results than one with perfect production but low completion rate.
TikTok search surfaces videos that are recent, relevant, and high-engagement — in that order. A well-optimized video from two weeks ago can outrank a competitor's video from two years ago. For new brands, this is a real advantage that doesn't exist on Google.
How to Optimize Your Content for TikTok Search
Put keywords in your caption naturally. If you run a gym in Jeddah, phrases like "best gym in Jeddah" or "كيف تبدأ في الجيم جدة" should appear in your captions as you'd actually say them — not crammed in a keyword pile.
Say the keywords out loud. TikTok transcribes speech and uses it for search indexing. If you're demonstrating a product or service, name it clearly in your narration.
Use on-screen text with keywords. Subtitles and captions are read by TikTok's search index — add them for discoverability, not just accessibility.
Answer a specific question. TikTok search is driven by curiosity. Videos that answer a real question ("Which is better for weight loss — cardio or weights?") get consistent search traffic because that question gets asked repeatedly.
Content Formats That Rank Well
Tutorials and how-tos (specific, visual, under 60 seconds)
Product comparisons and honest reviews
Local recommendations ("best [category] in [city]")
Before-and-after transformations in fitness, design, or food
Behind-the-scenes content that shows rather than tells
The Window Is Still Open
TikTok search competition in MENA is still low in most categories. A brand that starts building search-optimized content now will own results in their niche long before competitors figure out this channel matters. If you want to build a TikTok strategy for your brand in Saudi Arabia or Egypt, reach out to our team for a free consultation.