Islamabad — TikTok’s Search function is increasingly being used in Pakistan as more than just a tool for entertainment, with millions now relying on it to learn, explore, and connect with content that mirrors their daily lives and interests.
The video-first search experience has become a go-to option for users seeking quick, visual explanations. From exam preparation and travel planning to following current events or learning practical skills, TikTok Search reflects a growing preference for authentic, creator-driven content that feels relatable and easy to understand.
Data from the past year shows sharp increases in searches across education, culture, food, travel, lifestyle, and news explainers. Popular hashtags have seen notable growth: #TravelTok searches rose 53%, #FoodTok 52%, #StudyTok 60%, and #FitnessTok surged 66% year-on-year, underscoring how Pakistani users are turning to TikTok for discovery aligned with their curiosity and everyday needs.
“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.
Safety measures in search
TikTok has also expanded its safety framework through Search Interventions, which provide in-app guidance when users search for sensitive or high-risk topics. These interventions include mental health resources, crisis support, misinformation prompts, and awareness information on issues such as harassment or public safety.
In Pakistan, TikTok has partnered with organizations including Umang Pakistan to deliver culturally relevant support. Additional interventions have been introduced during elections, disaster response, and conflict-related events to ensure users receive 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.”
A regional shift toward visual learning
The growing use of TikTok as a discovery platform reflects a wider trend across South Asia, where people increasingly prefer information delivered visually and simply. Whether exploring new interests, following cricket debates, or learning practical life skills, users are gravitating toward relatable creators who speak their language and reflect their communities.
TikTok says it will continue investing in innovation, safety infrastructure, and local partnerships, positioning Search as a central feature in how people across the region discover content and build meaningful connections.
Also read: TikTok launches Time and Well-being tools for healthier digital habits
