Saves Are the Secret to TikTok Search Ranking in 2025

TikTok may be known for its trends and viral reach, but in 2025, its role as a search engine is more important than ever. If your video shows up in TikTok’s search results, it gets in front of users with high intent, often those ready to take action.

In our recent analysis of 8000 product-related TikTok searches, one insight stands out:

High save rate - not likes, comments or shares - seems to be a commonality behind high-ranking TikTok videos.

I'll share what the data tells us and how this should reshape your content strategy.

What the Data Tells Us About TikTok Search Ranking

We at ShortFormData tracked the top 10 search results for product-intent queries like “best cat food brand” or “cheap airfryer for home” for thousands of searches.

Here’s the breakdown of average engagement rates (per view) for top-ranking videos:

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Why Save Rate Matters More Than You Think

Digging deeper in the data, we looked at whether a higher save rate correlates with better search ranking (top 3 search results), and the answer was a resounding yes.

Why would this be the case? It seems like save rate is a potential key signal in TikTok’s ranking model.

Our interpretation is that saves signal long-term interest. TikTok seems to value this signal when deciding which videos to rank in search.

Here are some potential explanations:

• Saves suggest evergreen content, the kind people want to return to later.
• They reflect intent, often from users considering a product or tutorial they’ll revisit.
• Saves indicate trust in the content creator, as users are willing to bookmark their videos for future reference.

This kind of durability and relevance is exactly what the search algorithm seems to prioritize.

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What is a Good Save Rate for Ranking on TikTok Search Results?

Our data suggests that brands should aim for different save rates depending on their profile size. Here’s a breakdown of average save rates by profile size, for the top ranking videos in search:

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How to Optimize for Saves

Content on TikTok is always evolving and what works today is not guaranteed to work tomorrow. However, there are certain formats that seem to perform well on the saves ratio.

Comparison videos

Side-by-side demos (e.g. “Dyson vs Shark for curly hair”) are extremely save-worthy because they help users evaluate options they’re actively searching for.

"Best of" lists

Users save curated lists like “Top 3 budget protein powders” or “Best sunscreen under $20” to revisit during a future purchase decision.

Routines & sequences

These formats break down multi-step actions (e.g. skincare routines, hair tutorials, productivity setups), which users may want to try later. They often lead to repeat viewing and saves.

Product use hacks

Simple tricks or overlooked features of popular products (e.g. “3 iPhone features you didn’t know existed”) are highly saved for later exploration.

Buyer’s guides or mini-reviews

Quick reviews with pros/cons, who it’s for, and a verdict (especially when delivered concisely) make your content more credible and save-worthy.

Checklist or how-to breakdowns

Turn your content into a quick reference. Think “5 questions to ask before buying a monitor” or “Checklist before applying retinol.”

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Conclusion

Saves might not get as much attention as likes, but they may be the most important signal for TikTok search in 2025.

As you build your TikTok content strategy this year, make save rate a metric you actively track and optimize for.

Want more insights like this?
Read the full TikTok Search Ranking Report →