Vibemaxing through TikTok Search

Search has changed a lot in the last decade. And although the basics are still relevant, it’s evolved beyond a simple Google search.

That doesn’t diminish the importance of traditional search. It’s a “yes/and,” not “either/or” when it comes to building your search mix. But what has changed is how we search, where we search and what we’re hoping to find.

Because we’re not always searching for an answer anymore. Sometimes, we’re searching for a feeling.

Search, but make it a vibe

We still use Google when we need an answer, and now conversational AI has joined that party. But we might use Instagram to check out the atmosphere of a restaurant, Reddit to find out what real people think or TikTok to watch someone break down everything they bought on their trip to Sechelt, on the Sunshine Coast.

TikTok is particularly interesting because discovery and search are so closely connected.

It might start after a stressful week. You start by searching ‘healing era’ on TikTok. A video of someone sitting on a beach pops up, the location tag is ‘Sunshine Coast.’ Next you find yourself searching ‘a day in the life on Sunshine Coast’, more local spots, travel tips, trail recommendations and eventually, you’re booking that trip.

Before you decided where you wanted to go, you decided how you wanted to feel. 

That’s vibemaxing.

And it’s increasingly part of how people search. TikTok reports that searches on the platform have grown 40% year over year, while 86% of Gen Z internet users search on TikTok weekly.

From vibes to intent

TikTok can capture people before traditional purchase intent even exists.

In our Sunshine Coast example, the journey didn’t start with ‘Sechelt hotels.’ It started with a feeling. TikTok helped put a destination to it.

From there, search becomes more intentional. Where should I stay? What should I do? What’s actually worth visiting? That person might move between TikTok, Google, Reddit, AI and a destination website before ever making a booking.

Search isn’t happening in one place anymore, and your strategy shouldn’t either.

What does this mean for you?

The fundamentals of search haven’t changed. Relevance, intent and knowing your audience still matter. The way we apply them has.

Know how your audience searches. Pay attention to the questions, phrases and language people actually use on TikTok, not just your traditional SEO keywords.

Make content findable. Build relevant search language naturally into what’s said in the video, on-screen copy and captions.

Create for discovery, not just conversion. Someone might not be searching for your destination, hotel or experience yet. Show up in the interests, moments and feelings that could lead them there.

Think people-first. Creator content, reviews, itineraries and lived experiences can answer the questions people have while showing them what an experience actually feels like.

Keep listening. Search behaviour moves with culture. Social listening and platform search data can help uncover what your audience is interested in and the language they’re using to find it.

Sometimes people are searching for a trip to The Sunshine Coast. Sometimes they’re searching for a week where nobody can reach them. With the right mix of search channels and the content to match, your brand can be found either way.