#27 Is TikTok the New Search Engine? with Ray Saddiq

In this episode of The Digital PR Podcast, we dive into the evolving landscape of search and social media with Ray Saddiq, the Global Head of Marketing at Rise at Seven. We discuss if TikTok is a search engine, exploring how user behaviour is shifting and how social platforms are redefining the search journey. Ray shares his insights on the unique features of TikTok that make it a powerful tool for brands, the importance of understanding the consumer journey and how businesses can effectively leverage TikTok for marketing. Join the conversation that challenges traditional PR practices as we know them!

00:00:00 - Introduction to Digital PR and CoverageBook: An overview of the podcast and a message from our sponsors.

00:01:03 - TikTok as a Search Engine: A discussion on the statement that TikTok functions as a search engine, exploring the perspectives of industry professionals and the platform's search capabilities.

00:03:36 - Changing Search Behaviours: Ray shares insights on how consumer search behaviours are evolving, particularly with the rise of platforms like TikTok and the impact of AI on search journeys.

00:09:08 - The Popularity of TikTok: An exploration of what makes TikTok so appealing to users, including its immediacy, cultural impact, and the unique experience it offers compared to traditional search engines.

00:16:21 - Brands on TikTok: Discussion on how brands can effectively utilise TikTok, including the types of businesses that thrive on the platform and the importance of tailored strategies.

00:25:04 - Data and Analytics on TikTok: An examination of the data TikTok provides to brands, including keyword research tools and insights that can help optimise content for better visibility.

00:36:38 - Future Predictions for TikTok: Ray shares his predictions for the future of TikTok, including potential developments in search ads, AI integration, and the growth of user-generated content.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on Youtube as a video podcast.

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