Yext’s publisher network just got bigger… and a bit more lively. TikTok has officially been added, giving Yext customers a way to automatically sync their business details to the social app. That includes the various places within TikTok where businesses of all sizes can establish presence and promotion.
Backing up, what is Yext’s publisher network? It’s all of the apps, channels, and walled gardens where Yext has established a direct channel for its customers to access, update, and optimize their business info. Think of it as a one-stop cloud-sync tool, which carries tangible value in reducing headaches.
This value has been amplified for a few reasons. First is automation and AI, which has amplified Yext’s abilities to do all the above. This has outsized value for businesses with lots of locations to manage. Second is fragmentation in apps and networks where consumers search or discover businesses.
Unexpected Development
That brings us back to TikTok. It joins a massive list of apps, publishers, and networks (see the full list here). And it’s a worthwhile addition given its escalating usage. That usage is not only quantifiably attractive to any business but also qualitatively evolving. In other words, user behavior on TikTok.
Going deeper on that last point, TikTok is increasingly a place where users search for businesses. Specifically, they use TikTok’s search bar – otherwise used for finding content – to find businesses. This was an unexpected development, but one that has implications for search market share.
TikTok was always a strong discovery engine, but this developing usage brings it into lower-funnel high-intent territory. And it has already acted on this trend to effectively monetize it. As we recently examined, it has launched a paid search program. It’s no AdWords, but it’s a start, and will be worth watching.
Panning back further, Yext points out the broader social engagement levels. According to its Digital Customer Journey in 2024 survey, 88 percent of consumers turn to social media for brand information. They also spend about 2.5 hours daily on social platforms, with TikTok leading in time spent.
Common Theme
In a similar sense, the addition of TikTok to the Publisher Network broadly validates Yext’s growing focus on social media. This week’s move follows last month’s Yext Social launch. As we wrote then, It’s a social media management tool for multi-location (MULO) brands to optimize their social presence & promotion.
Yext is also framing it as an AI-powered engine. This is logical given not only AI’s positive spin these days, but Yext’s competence and investment in the technology. In other words, it’s not just marketing vapor but tangible AI integrations that do things like automate social monitoring and content creation.
In all the above cases, there’s a common theme: pain relief for businesses, especially MULO brands. With a one-stop cloud sync tool for online presence (Publisher network), and automated ways to create and manage social media presence (Yext Social), it continues to buttress an extensive value proposition.
