TikTok marketers can no longer search for specific hashtags in the platform’s Creative Center tools.
Why we care These restrictions will make it more difficult for you to explore and gauge the popularity of trends on the platform, which is essential for effective campaign planning.
What has changed? Links for hashtags related to the Israel-Hamas war and US politics no longer work within the Creative Center. TikTok has also removed the search button in the Creative Center.
According to TikTok, the tool has shifted its focus to providing data on the top 100 hashtags within various industries, such as pets and travel.
why now TikTok has restricted its tag search feature due to concerns that the data was being used to uncover potential censorship on the platform. This decision comes after researchers and lawmakers examined content related to geopolitics and the Israel-Hamas war using the tool’s results.
What is TikTok Creative Center? The Creative Center is a tool designed to help advertisers monitor the popularity of trends on the site. Accessible to everyone, it provides data on the number of videos associated with a specific hashtag and details on the audience that viewed those videos.
What TikTok says. TikTok spokesperson Alex Haurek said News from New York (which has a paywall):
“Unfortunately, some people and organizations have misused the Center’s search feature to draw inaccurate conclusions, so we’re changing some of the features to ensure it’s used for its intended purpose.”
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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