Keyword Detail Page
The Keyword detail page gives you a full picture of a single search term on TikTok — how its popularity moves over time, where it’s strongest geographically, who’s searching for it, and (for ad keywords) what advertisers are paying to reach those audiences.
You reach this page by clicking any keyword in the Search tab on the Explore page. The link carries your active source and time range, so the detail page opens in the same context you were exploring from.
Searching any keyword (the Keywords page)
Use the Keywords page in the sidebar to look up any search phrase — not just the trending ones surfaced on Explore. Type a phrase, pick a region, and you’ll get live results straight away: a set of sample posts that currently surface for that phrase, with a result count. It’s a quick way to judge whether a keyword returns relevant content before you commit to tracking it.
Each result set has a Track button (the same one used for profiles, hashtags, and audio). Tracking a keyword starts ongoing collection: from then on, the system periodically gathers the posts that surface for it and builds up the feed, trends, and demographics shown on this detail page. You can track a keyword in several regions at once — each region collects its own feed. See Tracking keywords for the full flow.
Two views: Consumer search and Ad keywords
The page has two views, switched via the pills under the keyword name:
- Consumer search — the researcher view. What people are actually typing into TikTok’s search bar. Best for understanding audience interest, content opportunities, and demographic fit.
- Ad keywords — the marketer view. What advertisers are bidding on, with cost and performance metrics. Best for paid-media planning and competitive intelligence.
Each view shows different sections optimized for its audience. Switching pills swaps the body content; the keyword text, category, and time range stay put.
If a keyword only has data on one side (for example, a niche consumer search term that no advertisers have bid on yet), clicking the other pill shows a friendly empty state with a link back.
Top bar
- Back arrow — returns to wherever you came from (typically the Explore search tab). Filter changes on the detail page don’t pollute your history, so back always lands you somewhere meaningful.
- Period selector — 7, 30, 90, or 365 days. Periods beyond your plan’s history cap appear disabled with an upgrade tooltip.
Header
- Keyword text — the search term itself
- Category breadcrumb — TikTok’s content classification (e.g., “Shopping & E-commerce › Promotions › Free shipping”). Helps you understand what kind of intent the keyword reflects.
- Track button — the same Track menu used across the app. The region picker defaults to the country you were exploring, and you can track the keyword in several regions at once (each builds its own feed). Once tracking starts, the page collects the posts that surface for the term in each region. See Tracking keywords for details.
Consumer search view
Best for researchers, content strategists, and anyone trying to understand audience interest.
Trend chart
A rank-over-time chart showing how the keyword’s popularity has moved through your selected period. Lower rank = more popular (a rank of #1 is the most-searched term). Sparse data (fewer than two data points) shows an empty state — the keyword may be too new to chart.
Regional breakdown
The top of this card groups countries into popularity buckets — each bucket shows the popularity score, a proportional bar, the number of countries in that bucket, and the country chips themselves. When a keyword has true per-country variation, each country falls into its own bucket and the layout reads as a ranked list. When several countries share the same popularity score (typical for niche keywords with broad regional reach), they collapse into a single row of chips — the bucket view communicates that shared signal honestly rather than implying false precision.
Below the buckets, a sortable table shows the raw per-region rows with:
- Country — name and flag
- Rank — current position in that country
- Popularity — a 0–100 score where 100 is the most-searched term in the period
Sort by any column — click headers to flip ascending/descending.
Demographics
The signature researcher section. The card header shows an “As of <date>” caption — demographic data is collected on its own cadence and isn’t tied to the page’s period selector, so the date tells you how fresh the snapshot is. Three sub-cards:
- Gender — donut chart showing the gender split of users searching this keyword (typically male/female)
- Age — donut chart with age buckets (18–24, 25–34, etc.), sorted in natural age order
- Top countries — horizontal bars with flags, showing the within-keyword country distribution (e.g., “23% of searches come from the US”)
Demographic percentages are within this keyword — they answer “of the people searching this term, what fraction are in each bucket?” not “what fraction of all TikTok users search this term?”
If we haven’t yet collected demographic data for a keyword, you’ll see a “Demographic data not yet collected” message.
Ad keywords view
Best for marketers planning paid campaigns, agencies doing competitive analysis, and anyone tracking ad-spend trends.
Trend chart
A dual-axis chart showing both rank (left axis, inverted — top = #1) and impressions (right axis) over the period. Useful for spotting when a keyword’s ad volume is rising even while its rank looks stable, or vice versa.
Regional breakdown
A bar chart + sortable table ranked by posts (number of ads using this keyword in each country). Each row shows:
- Country — name and flag
- Rank — current ad-rank position in that country
- Posts — number of ads featuring this keyword
- Change — percentage change vs. the previous period (signed, e.g., +18%)
- Impressions — total ad impressions
- CPA — cost per acquisition in USD
Ad economics over time
Four small sparkline charts side-by-side:
- CTR — click-through rate
- CVR — conversion rate
- CPA — cost per acquisition
- Cost — total ad spend
Same time axis as the trend chart above. Useful for spotting when a keyword is getting more expensive (rising CPA), more competitive (rising cost with flat CTR), or losing efficiency (declining CVR with rising cost).
Top videos
Up to five video cards showing recent high-performing ads using this keyword. Each card has the cover thumbnail, the publish date, and four metrics: plays, likes, comments, and shares. Click any card to open the content detail page.
Videos appear here only after our content pipeline has fetched the underlying TikTok post, so the list can be shorter than five (or empty) for newer or less-prominent keywords.
Unlike the rest of the page, this section shows the most-recent video list for the keyword rather than aggregating across the selected period — the period selector at the top of the page doesn’t change what appears here. We’re tracking this as a follow-up and plan to add period-aware video aggregation in a future release.
Tips
- Start in the source you care about. Coming from the Consumer search tab on Explore, you land in researcher view; coming from Ad keywords, you land in marketer view. The page respects your intent.
- Compare both views for popular ad keywords. A keyword that’s #1 in ad spending but only #50 in consumer search may signal that advertisers are over-bidding relative to actual audience demand.
- Use the period selector for momentum reads. A keyword’s 7-day chart shows recency; 90 days shows whether the trend is sustained.
- Demographic data is sparse. It depends on our research pipeline picking up the keyword — major search terms tend to have it, niche ones may not yet.
- Country names show flags when we recognize the name. Some lesser-used country variants render without a flag — the data is still correct, just the visual is missing.
Coming soon
- Related keywords — discovering keywords with similar trend patterns or co-occurring categories
- Cross-source comparison — viewing Consumer and Ad data side-by-side on the same chart
- Consumer-side top videos — high-performing organic content using the keyword
If any of these are blocking your workflow, let us know via the chat widget in the bottom-right of any page.