Crack the TikTok algorithm with Creator Search Insights
Creators on TikTok are constantly dolling out the same three pieces of advice: be authentic, find the creativity gap, and post every single day. Being authentic is not something that can be taught, but finding the creativity gap — and coming up with content to post regularly — is.
TikTok launched Creator Search Insights in March 2024 as a tool for creators to see what topics users — and their potential following — are searching for on TikTok.
"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," TikTok wrote in its blog post announcing the launch of the tool.
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To find Creator Search Insights, simply search those words in the TikTok search bar and click "view" at the top of the search results. Once you're on the page, there are plenty of ways creators can use this tool to their advantage. For instance, you can just scroll through the Creator Search Insights home page, click on something that has a significant amount of views, like, say, "long distance runner," and find search popularity, related topics, and video ideas. If you're just getting started, here are the three most useful ways to use Creator Search Insights to come up with video ideas that your followers are already searching for on TikTok.
Search
Search allows creators to find trending videos in your niche and serves them video ideas, hook ideas, hashtags, and scripts.
Once you're in Creator Search Insights, use the search bar to snoop around the niche's that interest you. For instance, if you make videos about your life on a farm, you can search "farm" or specific farm animals like "horses" and "cows" to explore suggested and trending content. If you search "horses," you'll see that the third trend is "horse eyes" and the sixth trend, which has a red number indicating its increasing in growth, is "horse rider outfits." Click into each of these searches and you'll discover "creator tips" including "ideas from top posts," "suggested title and hashtags," and even "suggested script" that includes ideas for hooks, scenes, and visuals to help creators increase retention in their videos.
Content gap
A content gap is when a lot of people are searching for something, but not many people have posted videos answering the search. This implies high demand for content but not a lot of competition for views. To find the content gap, head to the main Creator Search Insights page. Under the "suggested" tab, click "content gap."
Searches by followers
This tool is only available if you have over 1,000 followers, but it will show you exactly what your followers are looking for — so you can be the first to answer their calls. On the main Creator Search Insights page, you'll see a "suggested" tab. Under that tab, there is "all," "content gap," and "searches by followers." To see for yourself, click "searches by followers."
Topics TikTok
Christianna Silva is a senior culture reporter covering social platforms and the creator economy, with a focus on the intersection of social media, politics, and the economic systems that govern us. Since joining Mashable in 2021, they have reported extensively on meme creators, content moderation, and the nature of online creation under capitalism.
Before joining Mashable, they worked as an editor at NPR and MTV News, a reporter at Teen Vogue and VICE News, and as a stablehand at a mini-horse farm. You can follow her on Bluesky @christiannaj.bsky.social and Instagram @christianna_j.
