TikTok is now attempting to get more users to search for more stuff within the app by introducing new prompts that look to get users to download a dedicated TikTok Search shortcut that can then be added to their device Home Screen.

The new TikTok Search shortcut makes it easier to discover TikTok content without having to tap through to the relevant area in the app.

Which, in turn, might help make TikTok even more of a shopping destination-by emphasizing relevant product matches directly in the app-where, following this new process, there would also be much more discovery behavior.

Discovery is a major deal on TikTok anyway, with many younger users looking for answers within the app on a regular basis.
Even a Google executive publicly acknowledged last year that TikTok does indeed threaten its core search business. It's not there yet, but if TikTok can continue to nudge people to do more search-related activity, it could turn into an increasingly ingrained habit for the next generation of consumers.
And that will also give the platform more leeway to build out what users go in stream looking for.

For example, on Douyin in China, you can look for local business, restaurants, entertainments, and so much more. You can even order food right from the app.
Douyin is also trying generative AI search. Users maximize discovery not only within the app but outside the app as well.

This is where TikTok is also headed, to stretch the value beyond entertainment, and burrow itself deeper into becoming an even more important utility for its billion-plus users.

This is a new, smart shortcut that can have real value, first to the users, then the businesses.