TikTok’s Search feature has emerged as a key tool for discovery in Pakistan, allowing millions to explore ideas, learn skills, and find inspiration through short, engaging videos. Users increasingly turn to TikTok as a visual search engine for quick explanations about a variety of topics, reflecting a growing preference for relatable, creator-led content.

Over the past year, searches linked to education, culture, food, and lifestyle have surged. Particularly notable increases include #TravelTok (53%), #FoodTok (52%), #StudyTok (60%), and #FitnessTok (66%). This trend indicates a shift towards using TikTok for learning and connecting with community-driven content.

To support safe exploration, TikTok has implemented Search Interventions for sensitive topics, providing users with access to mental health resources, crisis guidance, and accurate information. Partnerships with local organizations, like Umang Pakistan, ensure culturally relevant support is available during vulnerable moments.

As TikTok continues to innovate and enhance its safety measures, it is set to play a pivotal role in how people in South Asia discover information and connect with their communities.