Is TikTok incentivizing searches on its platform? Well, yes, it seems.
Over the past few months, we’ve received multiple notifications from TikTok prompting users to complete searches in exchange for TikTok Shop credits.
One example: “Complete daily requests to get $3 vouchers with no min. spend.” The prompt then instructs users to “type 32 search queries today” to earn the credit. In effect, TikTok is paying users—albeit modestly—to search. Screenshots below.
Is this weird? Kind of, right?
Over the past year, AdTechRadar has probably received dozens of messages like this. Search more, get more credits. Candidly, asking—or paying—users to type 30+ searches as a “quest” in a single day feels odd.
Why This Matters:
TikTok has seen a massive rise in search usage. For many users—especially younger ones—it’s increasingly functioning like a search engine. Looking for a good pizza spot in NYC? TikTok. Want to figure out how to braid your daughter’s hair? TikTok (speaking from experience).
TikTok has leaned into this shift, publicly positioning search as a core behavior on the platform and a value proposition for advertisers. They have also evolved their search capabilities and adtech over the last year, with that in mind. But incentivized search complicates things.
If users are entering dozens of low-intent or even nonsensical queries just to unlock credits, what does that do to the integrity of TikTok’s search signals for advertisers? Are brands seeing/responding to genuine user intent, or to behavior that’s being mechanically nudged by rewards?
Experts React:
Earlier this year, Ashley Liddell, co-founder and Search Everywhere Director at Deviation, talked about how search behavior is shifting—particularly among Gen Z.
“The way people search for information is changing, and Gen Z is leading that shift,” Liddell said. “Instead of turning to Google, they’re searching on TikTok, Instagram, YouTube, Reddit, and Discord for everything from product recommendations to restaurant reviews and how-to guides. This isn’t just a trend—it’s a fundamental shift in digital discovery.”
He’s right—and that shift is exactly what advertisers want to tap into. But incentivized search introduces friction, making it harder to separate authentic discovery from manufactured activity.
Our Take:
It’s no secret that TikTok’s user experience has steadily degraded as the app has found new ways to layer in monetization. TikTok Shop alone introduced a flood of low-quality, aggressively shoppable content, often promoting products that feel equally low quality.
Tying search behavior directly to Shop incentives feels like another step in that direction. Yes, it could “boost” engagement and create more surfaces for advertisers. But it also risks making core behaviors—like search—feel noisy, performative, and less trustworthy. That’s a problem for brands looking to invest in TikTok search at a moment when the offering has genuine, authentic potential.
