Search has long been a cornerstone of digital advertising, but with shifting consumer behaviours – particularly among younger audiences like Gen Z – the industry is undergoing a major pivot.
Today’s users are no longer just turning to traditional search engines; they’re opening apps like TikTok to actively look for inspiration, ideas, and experiences.
TikTok, widely known for its addictive short-form video content, is fast becoming a discovery engine in its own right. According to the platform, over 3.2 billion daily searches take place globally, and 23% of users search for something within 30 seconds of launching the app.
With such explosive behaviour patterns, brands are beginning to reimagine what “search” means – and how to show up where the audience already is.
Eventbrite’s Strategic Play: Meeting Users Where They’re Searching
Eventbrite, the global events marketplace, has been quick to embrace this change. As one of the first brands to leverage TikTok’s new Search Ads Campaign feature, the company has seen impressive results.
Since integrating the tool into their marketing mix in October, Eventbrite has driven a 66% increase in click-through rates and a 33% reduction in cost-per-acquisition on complete payment transactions.
Eventbrite’s Head of Growth Marketing, highlighting how search ads have become a core part of their performance strategy, expressed that this campaign is now business as usual. They have seen strong KPI improvement, and more importantly, they are meeting people in the exact moment they’re actively looking for something to do – often right before the weekend.
TikTok’s Search Ads Campaign, officially launched in September, allows brands to place ads within the search results page using precise keyword targeting.
Eventbrite has been focusing on terms like “travel” and “food & drink,” aiming to connect with its Gen Z and millennial audience when they’re at their most curious and ready to take action.
A New Era of Discovery, Backed by Product Innovation
Eventbrite’s bet on TikTok goes beyond paid campaigns. The company recently refreshed its brand and redesigned its app – its first major update since 2019 – with an emphasis on event discovery through curated lists and new social features.
This aligns seamlessly with the platform’s evolving role as more than just entertainment.
TikTok’s Global Director of Search Product Solutions & Operations commented that historically, TikTok was about swiping and discovering passively. But now, people are coming to TikTok to search, and to actively discover. Now, they are more than just an entertainment platform.
The results back this up: advertisers using TikTok’s search ads in tandem with in-feed ads are seeing a 20% average lift in conversions. Retail brands like Glossier and American Eagle have also tapped into the tool to reach younger buyers with intent-driven ads.
Context, Caution, and Confidence in TikTok’s Future
As promising as TikTok’s ad innovation is, the backdrop isn’t without tension. The platform faces a looming sell-off deadline of April 5, after President Donald Trump extended the decision period by 75 days on a law that would ban the app unless sold to a U.S. buyer.
While the administration is currently in talks with four different groups, President Trump has signalled another extension may be granted.
Despite this cloud of uncertainty, brands remain bullish. TikTok’s ad revenue is projected to reach $32.4 billion (approx £27.1 billion) in 2025, representing a 24.5% year-over-year growth. For advertisers, the return is simply too significant to ignore.
TikTok’s search push also coincides with broader industry shifts. Google’s search engine market share dipped to 89% at the end of 2024 – the first time in over a decade it’s fallen below the 90% mark.
At the same time, 46% of Gen Z and 35% of millennials now prefer searching via social platforms, a trend that could fundamentally reshape where – and how – brands invest their ad budgets.
Conclusion: Search Advertising Is No Longer Just a Google Game
Eventbrite’s success with TikTok’s Search Ads Campaign is more than just a tactical win – it’s a reflection of a deeper industry transformation. As users, especially younger demographics, migrate their search habits to social platforms, advertisers are beginning to follow suit.
By being early to adopt keyword-based search ads on TikTok, Eventbrite has positioned itself at the intersection of curiosity and conversion – exactly where today’s users want brands to be.
With significant improvements in click-through rates and acquisition costs, and a clear signal of where attention is heading, one thing is certain: the future of search is social, and the savviest brands are already searching in the right places.
