How TikTok is Becoming Sri Lanka’s Go-To Content Discovery Platform

TikTok's Search feature has become a powerful discovery tool, where millions increasingly come to the platform to explore new ideas, learn practical skills, find inspiration, and engage with content that reflects their culture, language, and everyday lives.

People are now turning to TikTok as a video-first search engine, especially when they want answers explained visually and quickly. They come to the platform to search for short videos that show, explain, and contextualise information in real time — from how to prepare for an exam or plan a trip, to understanding breaking news or learning a new skill. This shift reflects a broader preference for authentic, creator-led video explanations that feel relatable, practical, and easier to understand.

In Sri Lanka, TikTok has evolved far beyond just an entertainment platform. With TikTok's Search feature, it has become a dynamic, visual discovery experience built around curiosity and real-life utility. In the past year, the region saw significant increases in searches related to education, culture, food, travel, beauty, lifestyle, news explainers, and everyday “how-to” moments, demonstrating how people now turn to TikTok to learn, understand, and connect.

Insights show that TikTok communities are increasingly using the platform as a discovery tool to find answers to real-world questions and explore personal interests. Over the past year, searches across popular content categories such as travel, food, education, and fitness have seen notable growth, reflecting a shift in how users seek information and inspiration. From planning trips and discovering new cuisines to learning, self-improvement, and wellness, audiences are turning to TikTok to access content that aligns with their curiosity and everyday needs.

“Our community in Sri Lanka 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. “What makes TikTok unique is the authenticity of its community. The content feels human, practical, and rooted in real experiences, making Search a place where people come not just to find information, but to connect with perspectives they trust.”

Supporting Discovery With Safety: TikTok’s Search Interventions

As TikTok Search continues to grow, the platform has strengthened its commitment to ensuring users can explore the product safely and responsibly. TikTok’s Search Interventions are proactive in-app experiences that appear when users search for sensitive or high-risk topics, guiding them toward credible, supportive, and authoritative resources.

Depending on the query, interventions may include:

•                  Mental health support, including local helplines and well-being resources

•                  Guidance during crises, such as natural disasters or rapidly evolving emergencies

•                  Prompts around misinformation, encouraging verification from reliable sources

•                  Awareness information on sensitive issues such as harassment, violence, or public safety

In Sri Lanka, TikTok has rolled out a series of in-platform search interventions to promote user safety, digital well-being, and access to credible information during sensitive moments. These include a dedicated Search Guide for sexual abuse awareness and help, which surfaces an in-app banner redirecting users searching for sexual abuse–related terms to local helplines and TikTok’s Sexual Abuse Support page within the Safety Center.

In addition, TikTok has activated disaster-related search interventions during monsoon seasons to guide users toward timely, reliable information, as well as election integrity measures during national polls. For both Parliamentary and Presidential elections, TikTok launched search guides, video notice tags, and a multilingual Election Centre (English, Sinhala, and Tamil) to help users access authoritative sources and engage responsibly with civic content. Together, these interventions underscore TikTok’s commitment to fostering a safe, informed, and supportive digital environment for the Sri Lankan community.

"The Search feature on TikTok is built on a safety-by-design approach" said Asma Anjum, Regional Trust & Safety Lead, South Asia at TikTok. “Search 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.”

The Future of Search in South Asia

The rising use of TikTok as a discovery destination mirrors a broader regional shift: people want information delivered visually, simply, and authentically. Whether exploring new interests, preparing for exams, seeking travel inspiration, following cricket conversations, or learning practical life skills, TikTok has become a place where users feel connected to relatable creators who speak their language and reflect their communities.

As TikTok continues to invest in product innovation, safety infrastructure, and local partnerships across South Asia, Search will remain a core part of how people discover content, broaden their knowledge, and find meaningful connections on the platform.