TikTok has rapidly evolved into a major search platform in its own right – nearly 40% of Gen Z users prefer searching on TikTok or Instagram over Google. This means understanding TikTok keyword research is essential for creators and brands aiming to be discovered. Optimizing your videos with the right keywords and hashtags can boost your visibility on TikTok’s search results (and even on Google, as TikTok videos increasingly appear in Google searches.
In this guide, we’ll break down the entire TikTok keyword research process into clear steps, recommend the best tools (free and paid), highlight key metrics you can gather, and share best practices for finding high-performing keywords. We’ll also discuss how TikTok keyword research differs from traditional SEO on Google or YouTube, and give an example workflow to put it all into practice.
Table of Contents
Step-by-Step TikTok Keyword Research Process
1. Identify Your Niche and Audience Intent
Start by clarifying your niche or topic area and what your target audience might search for. For example, a fitness creator might target keywords around “home workout” or “beginner exercise”. Knowing your niche helps you focus on relevant search terms that align with your content strategy.
2. Use TikTok Search Suggestions
Open TikTok’s search bar and begin typing a relevant term – TikTok will auto-complete with popular searches related to your input. This autocomplete feature is a goldmine for keyword ideas, similar to Google’s suggestions. You can even use the “alphabet trick”: type your base keyword followed by “a”, “b”, “c”, etc., to see different suggested queries. Also, scroll down in the results (or see the right sidebar if on desktop) for the “Others searched for” section to find related search phrases. These suggestions come straight from real user queries, so they reveal what TikTok users are actively looking for.
3. Research Trending Hashtags and Topics
Explore TikTok’s Discover page or the TikTok Creative Center (a free TikTok for Business tool) to see what’s trending. In TikTok’s Creative Center (under Trends), you can find the top trending hashtags, songs, creators, and even specific keywords by industry and region. For instance, you can filter trending hashtags in the “Fashion” category over the last 7 or 30 days to spot rising topics. Make note of hashtags or themes that overlap with your niche – these can hint at high-interest keywords. Trending topics on TikTok can surge before they’re visible on other platforms, so this helps you catch hot keywords early.
4. Leverage Dedicated Keyword Tools
To expand your research, use specialized TikTok keyword research tools. For example, KeywordTool.io offers a TikTok keyword generator that scrapes TikTok’s autocomplete to produce hundreds of related keywords. It provides useful metrics like estimated search volume, trend over time, cost-per-click, and competition for each keyword (volume and CPC data require a paid plan).
Other tools like Glimpse (MeetGlimpse) aggregate TikTok search trends and show search volumes with monthly growth rates. If you have access to broader SEO suites, Semrush and Ahrefs can contribute indirectly – e.g., Semrush’s social tracking includes TikTok analytics, and Ahrefs offers a free TikTok hashtag generator. TikTok’s own Keyword Insights (in the Creative Center) is another free tool – it shows popular keywords used in TikTok ads, along with stats like their popularity score, CTR, conversion rate, and impressions. (Just note that this data is based on ad usage, not organic search frequency, but it can still hint at valuable keywords marketers are targeting.)
5. Gather Metrics and Analyze Keyword Potential
As you compile keywords, pay attention to key metrics that indicate their potential performance:
- Search Volume or Popularity: Estimate how often a term is searched. Third-party tools provide rough search volume numbers or a popularity score. For instance, some tools show an estimated monthly search volume for each TikTok query along with a trend graph of past months. TikTok’s Keyword Insights tool shows a “Popularity” number that reflects how commonly the keyword appears in ads. Higher volume or popularity means a larger potential audience, though it may also mean more competition.
- Trend Momentum: Check whether the keyword is rising or falling in interest. The TikTok Creative Center displays a “popularity change” percentage – for example, a keyword might be up 100% this week – and trend graphs for hashtags over 7, 30, or 90 days. This helps you gauge whether a topic is peaking or fading. Prioritize keywords showing upward or steady trends, and be cautious with those on a decline.
- Competition Level: Some tools estimate how competitive a keyword is. For example, they may provide a “competition” or difficulty indicator. A high-volume keyword that’s extremely competitive (with many creators targeting it) might be harder to rank for, whereas a niche long-tail keyword could be easier to dominate.
- Engagement Metrics: If available, note engagement-related data. TikTok’s Keyword Insights (based on ads data) includes average CTR (click-through rate) and CVR (conversion rate) for videos using that keyword, as well as the average 6-second view rate (what percentage of viewers watched at least six seconds). While these are ad-focused, a high CTR or view rate suggests content around that keyword tends to hook viewers. When researching hashtags in the Creative Center, you can also see how many posts used the hashtag, total views, and which top creators or videos are associated with it. High engagement signals usually mean the keyword resonates with the audience.
- Related Terms: Look for related keywords or hashtags that often appear alongside your target keyword. TikTok’s tools sometimes list “related queries” and hashtags, which you can use to find variants or sub-topics you might have missed. For example, searching the keyword “meal prep” might also surface related terms like “meal prep for beginners” or “healthy meal prep,” which could be valuable long-tail keywords to include.
6. Refine and Prioritize Keywords
After gathering a list of potential keywords and metrics, narrow it down. Pick a mix of high-volume keywords (to reach broad audiences) and long-tail, specific keywords (to capture niche or intent-driven searches). Long-tail phrases (e.g. “10-minute ab workout for beginners” instead of just “workout”) may have lower volume but often face less competition and attract viewers with clear intent. These can be your “easy wins” to start building traction.
Make sure all the keywords you keep are relevant to your content; disregard any that are only loosely related or trending in a different context. Rank your final list by priority, considering both the quantitative data (volume, trend) and qualitative fit for your brand. This prioritized keyword list will guide your content creation.
7. Plan Content Around Keywords
Now integrate your research into a content plan. Brainstorm TikTok video ideas for each high-priority keyword. What question is the user asking, or what content are they expecting, when they search that keyword? For example, if one of your keywords is “easy vegan dinner recipe,” plan a TikTok video demonstrating a quick vegan dinner, and be sure to answer that query directly in the video.
Outline how you’ll incorporate the keyword into the video’s text, speech, and caption. By aligning content with keyword intent, you increase the chances of satisfying both viewers and TikTok’s algorithm for that search term.
8. Track Results and Iterate
After publishing videos optimized for your chosen keywords, use TikTok Analytics (available on Pro or Business accounts) to monitor how they perform. TikTok now shows traffic sources for your videos, including views from search versus the For You Page, so check if your optimizations are driving search hits. If certain keywords consistently bring in views and engagement, consider doubling down with more content around those topics. For keywords not gaining traction, you may need to adjust your approach – try a different video style, or make sure the keyword appears clearly in your content. TikTok trends shift quickly, so revisit your keyword strategy regularly to find new opportunities and stay relevant in your niche.
Nail this process and you’ve got yourself a repeatable TikTok keyword workflow, from idea to execution. Now, let’s get into the tools that’ll make the whole thing quicker, smarter, and way less guesswork.
Metrics You Can Extract from TikTok Keyword Research
When conducting TikTok keyword and hashtag research, pay attention to the following metrics and data points – these will help you evaluate which keywords are worth targeting and how to optimize your content:
Search Volume (Frequency of Searches)
This indicates how popular a given keyword is in TikTok searches. TikTok doesn’t publicly display exact search volumes, but third-party tools estimate it. For example, some tools provide an estimated monthly search volume for TikTok keywords (usually in their paid versions). A keyword with, say, 100K monthly searches on TikTok is clearly in high demand. Volume data helps you prioritize keywords: higher volume means more potential viewers searching that term. However, high-volume terms can be broad (e.g., “DIY”) – consider balancing them with more specific phrases.
If you don’t have access to a TikTok-specific volume tool, YouTube or Google search volumes can serve as a rough proxy since many queries overlap across platforms.
Trend or Popularity Trajectory
It’s crucial to know if a keyword is trending up or down. TikTok is trend-driven, so timing matters. TikTok Creative Center’s trend analytics can show how a keyword or hashtag performs over time, often in graph form. Some tools offer a trend index or percentage change – for example, TikTok’s Keyword Insights might show a keyword’s popularity jumped by 120% this week. Other keyword tools also provide “Trend” indicators showing changes over recent months.
Aim for keywords with an upward or consistent trend and be cautious of those that spiked previously but are now declining. A rising trend suggests growing interest and a good opportunity.
Competition and Difficulty
While not an official TikTok metric, many SEO tools assign a difficulty score or competition level to keywords. This often considers how many others are creating content around that term. Some platforms show a competition metric (especially relevant for ads).
On TikTok, you can also gauge competition by looking at search results: how many videos exist for that query and how strong the top results are. If a keyword pulls up millions of videos or very polished, high-follower creators, it’s likely competitive. In contrast, niche keywords with fewer videos or less polished top content might be easier to rank for. Some analytics tools also help track keyword rankings over time to see how your content performs against competitors. Lower-competition keywords, especially long-tail ones, are smart targets for newer creators.
Impressions and Views
In TikTok’s Creative Center (especially via Keyword Insights for ads), you can see the total impressions a keyword has garnered in ad content. For example, a keyword might show “Impressions: 250M,” meaning ads with that keyword were shown 250 million times. While this doesn’t reflect organic search volume exactly, it signals potential reach. For hashtags, TikTok often shows how many total views a tag has (e.g., “#SummerOutfit – 500M views”). This view count includes all videos using that hashtag. Use impressions and views to gauge scale: billions of views suggest mainstream appeal, while a few hundred thousand might indicate a rising or niche topic.
Engagement Metrics (CTR, Watch Time, etc.)
These metrics show how engaging content related to a keyword tends to be. TikTok’s ad-based keyword data includes CTR (click-through rate), which reflects how often people engage after seeing the keyword. A high CTR suggests strong alignment with viewer interests. CVR (conversion rate) may be more ad-focused, but still points to compelling content. Watch time and completion rates are key algorithm signals on TikTok. You might not always get average watch time per keyword, but high likes, shares, and saves on top videos can be a strong clue. Some tools provide 6-second view rates or completion metrics from ad data, use these as quality signals. High engagement usually means the keyword connects with viewers, so aim to match or exceed these performance levels.
Number of Posts or Content Using the Keyword
For hashtags, TikTok shows how many videos have been published with that tag, e.g., “#BudgetTravel, 120K posts.” This gives you a rough sense of competition. A large number means a lot of creators are already using it; a smaller number may indicate a newer or untapped opportunity. TikTok’s Creative Center also highlights hashtags that are new to the top rankings, revealing emerging trends. For keywords (as opposed to tags), TikTok doesn’t display a direct post count, but you can scroll search results manually to estimate. External tools or industry reports may sometimes provide keyword usage data. Use this info to balance demand and competition, look for terms with decent popularity but lower saturation.
Related Keywords and Hashtags
Related terms help you understand the context and breadth of your target keyword. TikTok often displays an “Others searched for” section, and Creative Center’s keyword tools surface related keywords and hashtags. For example, searching “high protein snack” might also pull up “protein snack for gym” or tags like #proteinBar. These related terms help you build out your content strategy. A slight variation may have less competition, or combining a few relevant tags can boost discoverability. Track these related terms and include them in your captions or content planning where it makes sense.
Top Tools for TikTok Keyword & Hashtag Research
Using the right tools can significantly speed up your TikTok keyword and hashtag research. Below are some of the best free and paid tools (as of 2025) for discovering TikTok keywords and trends:
TikTok Creative Center (Free)
TikTok’s own analytics hub for trends. It features a Trends section where you can explore trending hashtags, songs, videos, and breakout keywords across different regions and industries. It also includes the Keyword Insights tool, which shows trending keywords from TikTok ads data with metrics like popularity, impressions, CTR, and more. Use Creative Center to identify what’s hot on TikTok in real time and to get inspiration from top-performing content. (Access it via a desktop browser, no paid account needed.)
TikTok Search Autocomplete (Free)
The simplest tool is built into TikTok itself: the search bar. TikTok’s autocomplete suggestions give you immediate ideas of popular searches. Type a keyword in the TikTok app and note the suggested queries. This is a manual method, but it reflects actual user search behavior on TikTok. You can do this in the mobile app, which often provides more accurate suggestions than the web version. It’s a quick way to gather raw keyword ideas and should be your first step in the research process.
KeywordTool.io (Paid with Free Limited Version)
A widely used keyword research platform that covers multiple search engines and social sites. It has a dedicated TikTok Keyword Tool that scrapes TikTok’s search suggestions to generate hundreds of related keywords. With the paid Pro version, you also get estimated search volumes, trend data, CPC, and competition for each keyword. This tool automates the “alphabet soup” method, giving you a comprehensive list of TikTok queries in seconds. For example, if your seed keyword is “skincare,” it will return suggestions like “skincare routine,” “skincare for oily skin,” “skincare tips for glowing skin,” etc., along with data showing how popular each one is. It’s ideal for building a large keyword list efficiently.
Glimpse (Trends)
Glimpse is a trend intelligence tool that includes a TikTok search insights feature. It surfaces top TikTok search keywords in various categories, often with absolute search volume and growth rates (such as month-over-month changes). Essentially, it works like a supercharged version of Google Trends, but specifically tuned to TikTok’s emerging trends. It can help you spot newly trending queries before they become saturated. The data is third-party but aggregates across sources to highlight rising topics early.
Semrush & Ahrefs (Paid SEO Suites)
Traditional SEO tools are starting to include social search data. Semrush offers a Social Media Tracker that now includes TikTok profile analytics, competitor comparisons, and hashtag performance tracking. While it’s not a dedicated TikTok keyword finder, you can use Semrush’s Keyword Magic or Keyword Generator for YouTube/Google to find topics that likely overlap with TikTok searches, since many queries are similar across platforms. Ahrefs, on the other hand, provides a free AI-based TikTok Hashtag Generator. You input a video description, and it suggests relevant hashtags, which indirectly highlight keyword themes. These SEO tools can also show you if TikTok content ranks on Google for certain keywords, indicating cross-platform interest.
Exolyt (Paid)
Exolyt is a TikTok analytics and competitor research tool. It lets you track TikTok account performance and video stats, including how videos rank for certain keywords. With Exolyt, you can analyze competitors: see which keywords or hashtags their viral videos are targeting and how their content strategy performs. You can also monitor your own videos’ keyword rankings over time. This is useful for brands wanting to benchmark against others in their niche or refine their SEO by studying what’s working for top creators.
TrendTok (Paid)
TrendTok is a mobile app that uses AI to predict upcoming TikTok trends. It highlights songs, hashtags, and topics that are about to go viral, often organized by niche or region. As a keyword research tool, it helps you catch trending keywords early. You can search within the app for your category and see which related terms are heating up. For example, it might alert you that “#coldplunge” is surging in the fitness space, giving you a chance to create content around it before it peaks. It’s essentially a trend forecasting tool to help you stay ahead of the curve.
Keyhole (Paid)
Keyhole is an analytics platform known for tracking hashtags and keywords across social media, including TikTok. It can show you metrics like reach, impressions, and engagement rate for a hashtag, and even highlight influential accounts using those tags. For keyword research, Keyhole is useful for monitoring the performance of campaign or challenge hashtags and identifying high-engagement tags within your niche. It’s especially helpful for brands running hashtag campaigns or measuring the impact of specific keyword use.
Sprout Social (Paid, with TikTok Integration)
Sprout Social is a social media management platform that now integrates with TikTok. In the publishing tool, as you compose a TikTok post and type a hashtag, it suggests options along with their usage volume on TikTok. This helps you choose relevant and popular tags as you write. It also offers analytics, such as the Tag Performance Report, to see which hashtags are generating views and engagement. Sprout supports both discovery and evaluation of hashtags and keywords, all built into your scheduling workflow.
Hashtag Expert (Mobile App, Paid)
This smartphone app is focused on hashtag research. You enter a base keyword or select from over 35 categories, and it generates sets of related hashtags to use. For TikTok, it suggests relevant tags and highlights daily trending hashtags. It’s handy for creators who want quick, curated hashtag sets. For example, type in “travel photography” and get tags like #TravelTok, #wanderlust, and #travelphotography, complete with popularity indicators. You can save sets in the app or copy them to your clipboard for use when posting.
These tools cater to different needs – from discovering raw keywords (e.g. TikTok’s own search, KeywordTool.io), to analyzing trends (Creative Center, Glimpse, TrendTok), to tracking and refining your strategy (Exolyt, Keyhole, Sprout). Many have free features or trials, so consider combining a few. For example, you might use the TikTok Creative Center and autocomplete for initial ideas, KeywordTool.io for volume metrics, and Sprout or Exolyt to measure results. By leveraging these resources, you’ll gain a data-driven edge in your TikTok keyword research.
Best Practices for High-Performing TikTok Keywords
Finding keywords is only half the game; you also need to use them effectively. TikTok’s algorithm considers multiple elements of your video to judge how relevant it is to a user’s search query. Here are some best practices to help your keywords translate into actual views and high-performing content:
Include Keywords in Key Video Elements
Make sure your target keyword appears in the text and speech of your video, as well as in the caption. TikTok can read on-screen text and spoken words in videos and index these for search relevance. A proven strategy is to place the keyword within the first 3 seconds of your video, either as a text overlay or spoken in dialogue. For example, if your keyword is “DIY bookshelf,” start the video with a title card or narration saying “DIY Bookshelf Tutorial.”
This early placement signals to TikTok what your content is about. In one case, a video with the exact query “best foundations” on-screen ranked #1 for that search, even above videos with higher view counts. Also, use the keyword naturally in your caption. TikTok allows up to 2,200 characters in captions now, but you don’t need to stuff it – a concise sentence that includes the keyword is enough. The caption reinforces context and appears in search snippets. Overall, be clear and explicit about your topic in text; don’t rely on TikTok to guess – spell it out.
Use 3–5 Highly Relevant Hashtags
Hashtags are an important component of TikTok SEO, but the motto is quality over quantity. It’s generally recommended to use around 3 to 5 hashtags per video, focusing on tags that directly relate to your content.
Overloading a caption with dozens of hashtags is counterproductive – it looks spammy and can confuse the algorithm. Instead, choose a mix of broad and niche hashtags that incorporate your keywords. For example, a cooking video might use #EasyRecipes (broad) and #VeganPastaBake (niche) rather than 15 generic tags.
Mixing popular hashtags with specific ones can increase your reach and target the right audience. TikTok’s search bar can help you find trending hashtags: type your keyword and switch to the “Hashtags” tab to see suggestions with view counts. Pick tags relevant to your content that have solid traction but aren’t ultra-saturated. You can also place hashtags in a comment after posting to keep the caption clean – TikTok still indexes them.
Optimize Your Profile with Keywords
TikTok SEO doesn’t stop at individual videos – your profile can also rank in searches. Incorporate your main niche keywords in your username and bio if possible. For instance, if you are a travel blogger on TikTok, a handle like @TravelWithKate or a display name “Kate | Solo Travel Tips” can make you more discoverable for travel-related searches.
In your bio, include a few terms that reflect your content themes (e.g., “✈️ Solo Traveler 🌍 | Budget Travel & City Guides”). Profiles that clearly indicate their niche help TikTok categorize the account and content. In fact, TikTok’s algorithm may consider profile text and even profile name keywords when users search for broad topics. (There are creators who add keywords like “| skincare expert” or “| DIY crafts” in their display name for this reason.) Just ensure it still looks natural and not just a string of keywords. A keyword-optimized profile not only guides the algorithm but also signals to users what you’re about, potentially increasing follows from search.
Build Topical Authority
Consistency is key to TikTok SEO. If you regularly produce content around a set of related keywords, the algorithm starts recognizing you as an “authority” in that topic. This concept is similar to traditional SEO where a website that covers a niche thoroughly can rank higher. On TikTok, if you focus on, say, fitness workouts, and you use those relevant keywords across many videos (and those videos get decent engagement), TikTok is more likely to surface your new fitness-related videos to users interested in that topic.
Try not to scatter your content across completely unrelated niches, especially when building your presence. Carve out a content pillar or theme and stick to it, using overlapping keywords. Over time, you’ll develop a reputation (in the algorithm’s eyes) for that subject. This topical authority can help your videos rank better for keywords in that domain, even in a competitive space, because the platform “knows” your content is consistently about and appreciated in that area.
Keep Keywords Relevant and Avoid Stuffing
While it might be tempting to cram every possible trending keyword or hashtag into your caption for visibility, resist that urge. TikTok’s algorithm values relevance and user satisfaction. Using irrelevant or excessive keywords can backfire – if people click in expecting one thing and your video is about something else, it won’t retain viewers or might get skipped, which hurts your performance.
Always make sure your chosen keywords accurately describe your content and match the search intent. Also, limit the total distinct keywords per video; a good rule of thumb from experts is to target maybe 3–5 primary keywords (as hashtags or naturally in text) for each video. If you try to target 20 different keywords in one video, you dilute the relevance and make it harder for the algorithm to categorize your clip. For instance, a caption that’s just a list of unrelated hashtags (#fyp #funny #travel #makeup #sports) does little for SEO – it confuses the context and can even be flagged as spammy content. TikTok’s own advice and case studies note that focused, specific metadata wins out over clickbait or clutter.
So choose the most important keywords for each piece of content and weave them in organically. Clarity matters: if your video is a makeup tutorial, it should say so in text/hashtags, and not try to also rank for “comedy” or “gaming”.
Leverage Trending Keywords Strategically
TikTok thrives on trends – from viral challenges to seasonal crazes. Whenever you notice a trending keyword or hashtag in your niche, consider if you can create content around it authentically. Riding a trend can give you a quick boost in visibility, as trending topics often have a content shortage relative to viewer interest.
TikTok’s Creative Center or the Discover page will highlight trending searches and tags. If, for example, “#BakedOats” is a breakout trend in food TikTok, a nutrition creator might hop on that keyword with their own twist.
When you do this, act fast (trends can be fleeting) and ensure you add value – don’t force a trend that doesn’t fit your audience or expertise. A well-timed video using a hot keyword can snag a share of the massive search traffic while the trend is hot.
However, always couple the trending keyword with your niche context. For instance, “High-Protein Baked Oats Recipe” combines a trend with your specialty. This way, you’re attracting the trend seekers but also standing out with your unique angle. And remember to use the trending hashtag if there is one – trending keywords often go hand-in-hand with trending tags or sounds, which TikTok’s algorithm clearly boosts during the trend’s lifecycle. In short, capitalize on trends, but do so in a relevant and quality manner.
Monitor Performance and Adjust
TikTok SEO isn’t set-and-forget. Track your content’s performance using built-in analytics. If you have a Business account, the Analytics > Content tab shows where views came from – search, followers, or For You.
If a video is getting traffic from search, you know your keyword placement worked. Keep an eye on which keywords drive engagement and consider producing more around those topics. If a video flops in search, look at why: Was the keyword unclear? Was the competition too high? Did you forget to include the keyword in text or speech?
TikTok is also rolling out keyword ranking insights, showing which search terms led viewers to your video. When that becomes available, use it to refine your strategy further. Look at retention, shares, and watch time too – they indicate whether your content satisfied the searcher. High retention improves ranking, even if the keyword was highly competitive.
Focus on Content Quality and Watchability
No keyword tactic will help a video that people don’t enjoy watching. TikTok’s search algorithm rewards engagement, especially average watch time, completion rate, shares, and saves. A video that keeps people watching will outrank one with more views but poor retention.
So craft your videos to hook early, deliver value, and wrap up cleanly. Most high-performing TikToks are under 30 seconds, with a sweet spot around 21 to 34 seconds. Aim for high completion rates. Don’t drag out your content – respect your viewer’s attention. If your video is enjoyable and clear, and it satisfies the keyword search, TikTok will naturally push it higher in search results. In short, great content is still the foundation. SEO just helps the algorithm find it.
Bridging Search and Strategy: The Final Word on TikTok Keywords
You can develop your own winning TikTok keyword research workflow. Stay updated with platform trends, continually refine your approach with data, and above all, create content that people enjoy.
In the TikTok world, those who combine insightful research with authentic creativity will ride the wave to lasting growth. Good luck, and happy TikToking!