The only thing more valuable than having someone’s attention is getting them to do something with it, and TikTok has mastered both. The wild success of TikTokShop has proven that TikTok has the ability to lead its users through a traditional marketing funnel, without ever leaving the app. From inspiration to research, and all the way through to conversion, in a matter of minutes.
NB: This is an article from Cogwheel, one of our Expert Partners
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Their users bought the suitcase that went viral, now what? 66% of users say TikTok is their most helpful source of travel inspiration, and TikTok reports that their users are 2.6 times more likely to book an experience after searching for it on their app. TikTok wants to cash in, and it is partnering with OTAs to quickly capitalize on this.
TikTok is Beta-Testing its Metasearch Capabilities
As an average, chronically-online millennial, I’ll admit to spending a lot of time on TikTok. I’ve seen hotel metasearch appear on my FYP (For You Page) only twice in the last month.
This is new. It is not being promoted (yet). TikTok is still figuring it out.
How Does it Work?
As users swipe through videos on TikTok, a card appears in place of the next video. This card displays a hotel photo, the hotel name, and several options (with rates) to book the hotel.
- If the user clicks “View,” they are redirected from TikTok to an OTA to book.
- Expedia, Booking.com, and Trip.com are appearing for users in the US.
- If the user clicks “Not Interested,” then TikTok records this as negative feedback as part of the beta test.
- If the user clicks “Explore More,” then they stay in the app and are brought to TikTok’s version of a hotel listing.
- TikTok hotel listings can be independently navigated to when a user searches for hotels in a certain destination and selects the “places” tab.
This metasearch feature is different from TikTok’s Travel Ads product, which are traditional video or carousel ads with targeted audiences and “Book Now” CTAs that drive to a website of the advertiser’s choosing.
