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TikTok removes hashtag search from Creative Center: What it means for marketers

TikTok has removed the ability to search for specific hashtags within its Creative Center tools. This limits marketers' insight into how popular tags are. The reason given for the removal is concern that the data was used to highlight potential platform censorship. The…

From Social Rocket editorial team

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This text was created with AI assistance and reviewed editorially before publication. All sources are linked below.

TikTok removes hashtag search from Creative Center: What it means for marketers
TikTok has removed the ability to search for specific hashtags within its Creative Center tools. This limits marketers' insight into how popular tags are. The stated reason for the removal is concern that the data was used to highlight potential platform censorship. Critics of TikTok argue that the Chinese-American company does not moderate content appropriately and that Beijing influences posts on the platform. The removal of the hashtag search tool is in line with TikTok's efforts to distance itself from political discussion and public criticism of its ties to the Chinese government. Some, however, view this step as an act of censorship, as it restricts research into user behaviour and scrutiny of the app. Marketers now have one search element fewer in the Creative Center tools, but other valuable research options are still available.

Introduction

TikTok, the popular short-video app, has recently removed the ability to search for specific hashtags in its Creative Center tools. This decision has raised concerns among marketers, as it limits their insight into the popularity and trends of tags. In this article, we examine the implications of this removal and shed light on its impact on marketers' research options.

The removal of the hashtag search function

TikTok's decision to remove the hashtag search function within the Creative Center tools has sparked a discussion about the platform's censorship practices. The company has voiced concerns that data from hashtag searches was used to point out potential platform censorship. Critics argue that TikTok's moderation practices are inadequate and that the Chinese government interferes with content shown on the platform.

Background to TikTok's censorship concerns

TikTok, owned by a Chinese company called ByteDance, has faced criticism over its content moderation practices. Some critics claim that the Chinese government influences the posts shown and that TikTok does not moderate sensitive or controversial content appropriately. This background forms the context for the removal of TikTok's hashtag search function, as it coincides with the company's wish to distance itself from political discussion and scrutiny.

Views on the removal

The removal of the hashtag search function has triggered varied reactions. Some argue that it is an act of censorship that restricts research into user activity and scrutiny of the app. They believe TikTok should prioritise transparency and give marketers access to hashtag insights. Others see this step as necessary to protect TikTok from potential misuse and accusations of censorship.

Impact on marketers

The removal of the hashtag search function from TikTok's Creative Center tools affects marketers who rely on the popularity and trends of tags for their campaigns. However, other valuable research options still exist for gaining insight into TikTok and its user base.

Limitations of the research options

Without the hashtag search function, marketers have one element fewer to analyse when conducting research on TikTok. They no longer have direct access to data on the use and popularity of specific hashtags. This can make it challenging to identify the most relevant and effective hashtags for their campaigns.

Remaining research options

Despite the removal of the hashtag search function, marketers can still use other research options available on TikTok. These options include:

  1. Exploring trending content: Marketers can analyse the content currently trending on TikTok to gain insight into popular topics and the preferences of the user base.
  2. Working with influencers: Collaborating with popular TikTok influencers can give marketers valuable insight into the interests and preferences of app users.
  3. Analysing user engagement: Marketers can track the engagement metrics of their own TikTok campaigns to understand which content resonates with their audience and adjust their strategies accordingly.

Considering hashtag use across platforms

Alongside the research options directly available on TikTok, marketers can also use external tools and platforms to analyse the performance of hashtags across several social media platforms. This broader perspective can offer insight into hashtag popularity and trends beyond TikTok alone.

Summary

The removal of the hashtag search function from TikTok's Creative Center tools may restrict marketers' insight into the popularity and trends of tags. While some see this as an act of censorship, TikTok aims to distance itself from political discussion and scrutiny. Although marketers will lack one search element in the Creative Center tools, other valuable research options remain for gaining insight into TikTok and its user base.

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