Media Buying Briefing: How influencer agencies are adapting to TikTok’s SEO incentives

Influencers and the agencies that work with them are increasingly focusing their efforts on search content strategies as TikTok recently launched a new monetization program to reward content matching popular searches. But experts warn that brand safety and authenticity could get tarnished if they do not strike the right balance, despite the platform’s popularity.

With the app’s rising popularity as a search home, especially for Gen Z, agencies expect TikTok’s position as a search engine to grow in influence. More than two in five Americans use TikTok as a search engine — and about one in 10 Gen Z users are more likely to use it than Google as a search engine right now, per an Adobe survey.

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