Many decision searches now happen inside apps: on Amazon for products, on YouTube for learning and comparing, on TikTok and Pinterest for discovery. Each works as its own search engine, with distinct rules, formats and behaviours.
The essentials in a definition
Many people start searching inside specific apps: Amazon for products, YouTube for tutorials, TikTok for ideas and recommendations, Pinterest for inspiration. Each works as a search engine with its own ad formats, such as those of Amazon Ads and TikTok for Business, and requires adapted content and data.
Each platform, a different intent
On Amazon people search to buy. On YouTube, to understand, compare and see examples. On TikTok, for quick inspiration and opinions. On Pinterest, to plan projects and ideas. The same person uses several, depending on the stage of the decision.
Ignoring these searches means losing contact with customers before they reach Google.
What changes in the ad
Each platform has its own formats and its own language. A search ad on Amazon needs a competitive listing, price and reviews. On YouTube, videos with useful information are valued. On TikTok, authenticity and pace count. On Pinterest, clean, inspiring images.
Copying the same creative to all of them usually gives poor results.
Choosing in-app search engines
- Ask customers where they search
- Choose one or two platforms
- Adapt the creative to each format
- Measure with codes, surveys and indirect signals
How to choose where to be
Start with the platforms where your customers already search. Ask them. See which terms generate results in those engines. Choose one or two to test with a defined budget and clear success criteria.
Consider production capacity: a weak presence on five platforms earns less than a strong one on two.
Each app is a search engine with its own habits.
Measuring the contribution
Attribution between platforms is difficult. Use codes, dedicated pages, surveys and period comparisons. Track brand searches and direct traffic as indirect signals.
Review periodically: behaviour on these platforms changes fast, and what worked six months ago may have lost strength.
Decision table
| Platform | Typical intent | What to prepare |
|---|---|---|
| Amazon | Buy and compare products | Listings, reviews, price and stock |
| YouTube | Learn and evaluate | Useful videos with clear title and description |
| TikTok | Discover and imitate trends | Native short video and creators |
| Plan and get inspired | Vertical images and catalogues |
Common mistakes to avoid
- Copying the same ad everywhere. Each platform has its own language and format.
- Ignoring internal search. Terms used in apps differ from those on the search engine.
- Measuring everything as clicks. Some channels generate discovery and the purchase happens elsewhere.
How to measure the result
For each platform, track relevant internal searches, qualified views, cost per result and the effect on brand searches and total sales.
Limits and exceptions
Not every platform serves every business. Costs, formats and policies differ, and some require continuous content presence. In specialised B2B or highly technical products, the audience may not search in these apps. Test one platform at a time, with a defined budget and timeframe, and drop those that show no signs, instead of trying to be everywhere.
Illustrative example
Illustrative example: a kitchenware brand sees its customers search for video recipes and marketplace comparisons. It creates short usage videos and improves product listings on the marketplace. It measures the effect through brand searches and total sales, not just each platform’s conversions.
In practice: checkpoints
Check three things before investing: that the app has a usable ads product in your market, that the catalogue or video library is ready for it, and that you can measure sales or leads beyond the app’s own reports.
Frequently asked questions
Should I be on every platform?
No. Start with one or two where customers are, and adjust.
Does the same creative work everywhere?
Rarely. Each platform calls for its own format and language.
How do I measure the result?
With codes, dedicated pages, surveys and indirect indicators.
Is it worth advertising on all of them?
No. Choose those where your audience searches and where you can keep quality content.
How do I find out what they search for in those apps?
With search suggestions, trends, comments and each platform’s search reports.
Amazon, YouTube, TikTok and Pinterest work as search engines with their own intents and formats; whoever adapts content, data and measurement to each one wins.
Sources and recommended reading
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.