TikTok is restricting hashtags in Creative Center

The functionality of some hashtag links has been disabled, potentially affecting the precision of trend popularity measurements.

TikTok marketers can no longer search for specific hashtags within the platform’s Creative Center tools.

Why we care. These restrictions will make it harder for you to explore and gauge the popularity of trends on the platform, which is essential for effective campaign planning.

What’s changed? Links for hashtags related to the Israel-Hamas war and U.S. politics no longer work within Creative Center. TikTok has also removed the search button in Creative Center.

According to TikTok, the tool has shifted its focus towards providing data on the top 100 hashtags within diverse industries, such as pets and travel, instead.

Why now? TikTok has restricted its hashtag search feature due to concerns that the data was being used to uncover potential platform censorship. This decision comes after researchers and lawmakers scrutinized 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 assist advertisers in monitoring trend popularity on the site. Accessible to everyone, it provides data on the number of videos associated with a specific hashtag and details about the audience that viewed those videos.

What TikTok is saying. TikTok spokesperson Alex Haurek tolf the New York Times (which is paywalled):

• “Unfortunately, some individuals and organizations have misused the Center’s search function to draw inaccurate conclusions, so we are changing some of the features to ensure it is used for its intended purpose.”

Deep dive. Read our guide on how the TikTok algorithm works for more information on how to create successful campaigns.