TikTok launches Search Insights to help creators identify trending topics

TikTok rolled out a new feature called Creator Search Insights, allowing creators to track trending search terms on the platform.

Accessible through the app by searching “Creator Search Insights,” this tool aims to provide creators with valuable insights to inspire and enhance their content creation process.

Why we care. Creating trending content has the potential to boost your visibility and reach on TikTok, as there’s active demand for it. This increased demand also enhances the likelihood of engagement with your content.

How it works. With this tool, you can filter searched topics by “trending” or “for you”. “Trending” shows the popular searches across the app, while “for you” delivers searches relevant to your content. When you select either option, you’ll see a list of the most popular searched terms, along with their popularity percentage. You can also save these search terms, as shown in the screenshots below.

Creator Search Insights will highlight frequently searched topics, which creators can organize by category (for exmaple, tourism, sports, science) or tailor to their content type with the “For You” option. Additionally, creators can filter for “content gap” topics, which are highly searched but have relatively few videos on TikTok covering them.

Rewards. To further emphasize the importance of TikTok’s search features, the platform is going to start accounting search value into its Creator Rewards Program. This means that producing content related to popular search topics will enhance the search value of creators’ content, potentially leading to increased rewards and recognition.

Reactions. TikTok’s Creator Search Insights were discussed by Carrie Rose, CEO and Founder of Rise at Seve, on LinkedIn. She wrote:

• “TikTok are now showing search insights directly in the app – linking the best ranking videos. This shows TikTok are taking search seriously and preaching what we’ve been saying for nearly a year now.”
• “. I think there’s more that TikTok can provide and will (you can see it’s coming) but the simplicity is key. You can see they’re pushing creators by giving them more.”

Rose then shared a screenshot of the new feature in action:

Commenting on Rose’s LinkedIn post, several other marketers shared their feedback on the new Creator Search Insights Tool. Naomi Okezie, Marketing Assistant at OnyxPDA, wrote:

• “I think the main thing TikTok has learnt from tools like analytics is simplicity. Analytics can be so hard to navigate if you’re a beginner, whereas it seems with TikToks search insights, finding key information is easier than ever! Definitely a step in the right direction.”

Bolarinwa Michael, Social Media Manager at Trameter, added:

• “Just tried this and it’s mind blowing. Thank you.”

Update. TikTok has confirmed that Creator Search Insights will soon be directly accessible from Creator Tools within the Settings menu.

What TikTok is saying. TikTok said in a statement:

• “With these insights, creators can source inspiration for their content, tailor their creative strategies to meet audience interests, and create content that people want to see more of.”
• “Our hope is that Creator Search Insights empowers creators to make content that’s relevant to searchers and positioned to perform well on TikTok.”

Deep dive. Read TikTok’s announcement in full for more information.