Islamabad, Jan 8— TikTok’s Search feature is rapidly emerging as a powerful discovery tool in Pakistan, where millions of users now turn to the platform not only for entertainment but to explore ideas, learn practical skills, and connect with content that reflects their everyday lives.
The video-first search experience has become a preferred way for people to find quick, visual explanations — whether preparing for exams, planning trips, following breaking news, or learning new skills. The trend highlights a growing appetite for authentic, creator-led content that feels relatable and easier to understand than traditional formats.
In Pakistan, TikTok Search has evolved into a dynamic space for curiosity and real-life utility. Over the past year, searches surged across categories including education, culture, food, travel, beauty, lifestyle, and news explainers. Popular hashtags saw sharp increases: #TravelTok searches rose 53%, #FoodTok 52%, #StudyTok 60%, and #FitnessTok recorded the largest jump at 66% year-on-year.
“Our community in Pakistan is using TikTok’s Search feature as a natural starting point when they want to discover how something works, understand a topic quickly, or find inspiration from real people,” said Umais Naveed, Content Operations Lead, South Asia at TikTok. “The authenticity of the community makes Search a place where people connect with perspectives they trust.”
Safety interventions in search
As usage grows, TikTok has expanded its safety measures through Search Interventions — in-app prompts that guide users toward credible resources when they search for sensitive or high-risk topics. These interventions include mental health support, crisis guidance, misinformation alerts, and awareness around issues such as harassment or public safety.
In Pakistan, TikTok has partnered with organizations including Umang Pakistan to provide culturally relevant support. Additional interventions have been deployed during elections, disaster response, and conflict-related events to ensure users access accurate and responsible information.
“Our approach to Search is built around safety-by-design,” said Asma Anjum, Regional Trust & Safety Lead, South Asia at TikTok. “Interventions ensure that when someone looks for help or encounters a sensitive topic, they are met with guidance grounded in well-being, accuracy, and social responsibility.”
Regional shift toward visual discovery
The rise of TikTok as a discovery destination reflects a broader regional shift toward information delivered visually and simply. From travel inspiration and cricket conversations to practical life skills, users increasingly seek relatable creators who speak their language and reflect their communities.
TikTok says it will continue investing in product innovation, safety infrastructure, and local partnerships across South Asia, positioning Search as a central feature in how people discover content, broaden knowledge, and build meaningful connections.
Also read: TikTok Launches Self-Serve Advertising in Pakistan to Help Small Businesses Grow on the Platform
