Building on a collaborative relationship that has included data deal to a commerce deal , Omnicom Media Group and TikTok have announced a partnership that gives teams across OMG and its Creo influencer agency visibility into organic search volume and keywords on TikTok, with a mission to find creators and influencers that fit the goals of clients while also generating more relevant content, and resulting in more effective paid search outcomes. The partnership marks the first time TikTok has shared this search data outside its own walls.
“A lot of Gen Z is starting with Tiktok and [other] social platforms as their search engine — that is a huge kind of change in behavior,” said Pagliuca. “In that, a core component of why they’re searching is for influencer content — deciding what they’re going to buy, both from discovery down to purchase, which is another huge consumer behavior shift.”
“We recognize that one of our key consumer groups, those under 35, are now using social platforms not only for entertainment but mid-and-low funnel behaviors including starting their search journeys on platforms like TikTok,” agreed Nicole Kane, vp of media and marketing transformation at Bimbo Bakeries USA, a client of OMD agency OMG client. “Omnicom’s continued innovations to bring [Bimbo] a broader picture of the behaviors taking place on key social and video platforms allows us to be thoughtful in how we reach these consumers in a full funnel way.”
For its part, TikTok realizes this behavior among young users has value to agencies and brands. “We are seeing a growing trend of users researching products on video and social platforms rather than traditional search platforms, and we are excited to offer advertisers a new way to tap into these multifaceted search behaviors,” said Brian Torpey, TikTok’s global head of monetization, search product solutions and operations.
“It’s no longer [about] did somebody like a piece of content, or did they gain a little bit of buzz and awareness from it?” said Creo President Kevin Blazaitis. “We are now looking at search as part of that behavior, because ultimately, the content that we are getting back from TikTok — the volumes and the keyword quantities — all inform what type of content we should be asking influencers to produce, and how we should discover influencers that are already organically producing that content.”