A joint user-behavior study released by Adobe Analytics and Forrester Research shows that among users aged 18-24 (Gen Z), 40% turn to TikTok rather than Google first when looking for product recommendations, restaurant choices, or life tips. That figure stood at just 25% back in 2024, a 60% increase in a single year. The differences between TikTok search and traditional search lie in the following: users prefer authentic, experience-based sharing in video form over text tutorials; search behavior leans more on "Discover" than on precise queries; and recommendations from KOLs carry far more weight than official content. The implications for brand SEO are significant: optimizing keywords in the titles, descriptions, and captions of TikTok videos has become a new discipline; and after seeing content on TikTok, users typically search the brand name on Google to learn more, creating a new funnel pattern of "TikTok traffic generation → Google conversion." Brands are advised to fold their TikTok content strategy into their overall search marketing planning.