In this talk, Yalin will explore how TikTok has evolved into a search engine, with people increasingly using the platform to find everything from product recommendations and tutorials to reviews and local discoveries. He’ll look at where TikTok search fits into the wider customer journey and how brands can understand what their audiences are actively searching for. Yalin will also break down how to create videos TikTok can understand, covering spoken keywords, on-screen text, captions, hooks and comments, as well as how to turn real searches into useful, answer-led content.