TikTok, a platform synonymous with trends and creativity, has made a notable change to its Creative Center tools. The ability to search for specific hashtags within these tools has been removed, significantly impacting the depth of insights available to users.
Formerly, TikTok’s Creative Center tools were a goldmine for understanding usage trends, offering invaluable data for campaign planning. However, The New York Times reports that this alteration was prompted by concerns about potential platform censorship associated with hashtag search data usage.
Critics of the platform utilized this tool to highlight TikTok's alleged content moderation shortcomings, often pointing fingers at its ownership by the Chinese company ByteDance. Allegations surfaced that Beijing influenced content appearing on the app.
The magnifying glass, once present for hashtag searches, is now conspicuously absent. TikTok clarified to NYT that the tool now specifically shares data on the top 100 hashtags across different industries.
TikTok has long distanced itself from political discussions, seeking to avoid divisive debates and scrutiny over its ties to the Chinese government. Despite reports suggesting Chinese interests in TikTok, the platform has aimed to dissociate itself, especially given the potential U.S. ban due to geopolitical tensions.
However, this removal of the hashtag search function can also be perceived as a form of censorship. While TikTok emphasizes aligning the tool with market research purposes, some argue it's a move to restrict user activity research, reducing app scrutiny.
For marketers, this change means the loss of one search element in TikTok’s Creative Center tools. Yet, numerous other research options remain invaluable for in-depth analysis and planning.
