Gen Z search: Building a TikTok strategy that converts

Did you know that 86% of Gen Z now use TikTok as a search engine over traditional platforms -and 65% have made a purchase decision directly based on social content they’ve seen?

That shift has fundamentally changed the youth travel guest journey. Discovery, validation and decision-making are now happening in-feed, and brands that aren’t strategically visible on TikTok are missing the most influential stage of the journey.

If TikTok currently feels unclear, inconsistent or difficult to prioritise, this session will give you the confidence and direction to approach it with intent. This masterclass breaks down exactly how TikTok is functioning as a search engine, a discovery platform and a decision-shaping tool - and, crucially, what to do about it.

Packed with actionable frameworks, practical content structures, hook formulas, search optimisation techniques and real examples, the session is designed for immediate application.

You’ll leave with a clear plan: what to create, how to structure it, how to optimise it for search, and how to measure success - turning TikTok visibility into a tangible commercial opportunity.

About the trainer:

The session is led by Charlotte Hall, Co-Founder and Client Services Director and Millie Birch, Creative Strategist from Stay the Night. Stay the Night is a specialist marketing agency working with youth travel brands globally, helping them turn social discovery into measurable commercial growth.