Hi everyone,
Updated: Friday 21st March 2025
TikTok in Consumer Research
Firstly, and perhaps most excitingly: TikTok date is available in Brandwatch Consumer Research, as of February 28th 2025.
The API is constantly evolving - so expect more updates throughout this year.
For now you can expect to receive:
- Top 1,000 brand mentions (based on number of likes received) from posts made within the past 90 days
- Top 1,000 comments mentioning the client’s brand, posted in the past 90 days
- Up to one year's owned data, including comments on those posts.
The following metrics are available:
- Likes count
- Comment count
- Shares count
Handling multiple TikTok accounts
Perhaps you’re an agency with multiple TikTok accounts to connect. How can you separate them?
author: OR @handle OR engagingWith: then create a Category with 3 SubCategories so selected accounts can be added/removed.
We’re are testing the above solution.
Setting up Alerts for viral TikTok posts
Useful operators for segmentation
pubType: followed by
TIKTOK_OWNED_POST
TIKTOK_OWNED_COMMENT
TIKTOK_OWNED_COMMENT_REPLY
We’re are testing the above solution.
Note: author: operator will work for comments and replies but not the posts themselves.
Location data
TikTok data does not provide location metrics, meaning if you are using any location filtering you will unintentionally filter out all TikTok data.
Got any of your own tips to share when it comes to identifying data containing TikTok content relevant to your brand? Clever ways to use different operators or showcase the data in your dashboards? Please share with the Community in the comments below.
Links to TikTok
Consumer are sharing Tiktok videos outside of the platform to other sites and Brandwatch is collection millions of these mentions. Let’s take a deep dive into Tiktok.
Suggested pre reading:
Comprehensive TikTok Query
To be used in collaboration with other operators such as NEAR or AND (your brand), for example. Make sure to read the full article before referring back to this query string.
links:(tiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com)
ORtiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com
OR title:(tiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com)
OR url:(tiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com)
OR url:(tiktok* OR "tik_tok")
OR #tiktok OR #*tok
OR @*tiktok*
OR links:(tiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com)
Add relevant subreddits (based on research, more below)
OR subredditTitle: tiktok*
How does TikTok content propagate on the wider web?
| Query Level | Dashboard Level |
|---|---|
|
|
Query level
TikTok links
By using links:tiktok.com in a query, you can collect any post containing a link to a TikTok video. Here’s a template to get you started.
links:(tiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com)
ORtiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com
OR title: (tiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com)
OR url: (tiktok.com OR vt.tiktok.com OR vm.tiktok.com OR oec-api.tiktok.com)
OR url:(tiktok* OR "tik_tok")
Websites can be formatted in a way that the title (or headline) will be treated separate from the text. To ensure our crawlers pick this up, it is sometimes worth using the title operator as above.
- Parent posts of forums may also come under title
- Instagram posts can also be captured via a title operator
Influencer tracking via links
You can find authors on Tiktok by adding their handle after the @
tiktok.com/@ OR links:tiktok.com/@
Cleverly utilise #*Tok to identify trends.
Lauren Powell, Global Social Insights Lead,TikTok and Andrew Dawson, Social Networks Industry Principal, Brandwatch will discuss the ability of leveraging time and data to impactfuly show up on-time for trends or not at all, utilizing alternative social media networks to be on-trend, and the 4 takeaways of riding the ripple halo effect of culture. Watch the webinar
Hashtags
Consumers are using Reddit communities to discuss trends and videos from Tiktok. To find these mentions, start by searching Tiktok’s platform for communities of interest, or by using ChatGPT. You might find this useful before using ChatGPT:
By doing this research first, you can be sure to use the correct terminology in your query. Consumers and businesses are tagging videos, mirroring Tiktok with subcommunity hashtags. For example cleantok is used as a hashtag in the description on Instagram, just like under videos on Tiktok.
Let’s take what we’ve learned so far:
This will find videos shared as link with the included cleaning terminology:
(links:(tiktok.com OR vm.tiktok.com OR vn.tiktok.com) AND (cleaning* or cleantok*))
This bit is looking at hashtags only.
Many people spell ‘Tiktok’ incorrectly, so best practice is to use ticktok OR ticktoc OR tiktok OR “tik tok”
OR ((#Tiktok* OR #learnontiktok OR tiktok*) AND (cleaning* OR cleantok*))
Looking at mentions of Tiktok on Reddit.
OR ((url:tiktok* AND site:reddit.com) AND (cleaning* OR cleantok*))
Notice the subtle difference in terms of language coverage when changing between English and Agnostic
TikTok Trend Identification (Reddit)
This one is from our very own
If you then save this query with the Reddit filter switched on you won’t be using as many mentions as you would do a broader query and you could then develop further by using the Top Subreddits component to find some specific subreddits and create a secondary query looking at all mentions from those subreddits. This is great as you’re not biasing the data by using any specific terms in your query, you’re just collecting everything from those subreddits - perfect for seeing new trends!
Here’s an example that started with a query for “Frizzy Hair”
So on this topic I’d maybe create a query like this - subreddit:(wavyhair OR curlyhair OR curlygirl) which would give me a nice clean dataset as everything would be on topic.
This also works with just one Subreddit in a lot of cases.
Dashboard level
Here are examples of how each dashboard component can showcase Tiktok data
Top Shared URLs
Topic Clouds
Top Subreddits
See more posts in the Boolean Explained series here.