Fuel discovery and engagement with Branded Buzz and Search Hubs

On TikTok, discovery is rarely linear. A single video can spark a journey—through interactivity, search, and related content—moving people from passive viewing to active exploration.

For brands, this creates an opportunity to build interest at scale and capture it when people go looking for more. With Branded Buzz and Search Hubs, brands can now connect those moments by turning creator-led discovery into a dedicated destination for deeper engagement.

Introducing Branded Buzz

Branded Buzz is our new creator-powered solution that can deliver unmatched organic scale, generating millions of user-generated video views in just a few weeks. Imagine 300 creators, thousands of videos, and millions of views—all from engaged users. It's ideal for brands seeking to leverage user-generated content to drive mass awareness around a product launch, brand announcement, or tentpole moment. The result is authentic community participation—creators, content, and conversations all centered around your brand. It's not just reach—it's relevance at scale.

Branded Buzz campaigns are managed within TikTok One, where you can view video submissions, pin videos, access reporting, and filter videos to spark, all within a single dashboard. To ensure high-quality content delivery, all Branded Buzz videos are screened for creative quality and campaign relevance. Promotional Content labels are attached to all Branded Buzz submissions.

Introducing Search Hubs

Search Hubs are brand-owned search destinations that appear at the very top of the TikTok Search results page, giving brands full control over what users see first when they search. The experience is fully immersive and customizable, bringing together branded and creator videos, banners, CTAs, and official accounts in one place. That way, leaned-in audiences get your brand's full story, exactly how you want to tell it.

TikTok Search Hubs are the perfect way for brands to:

• Capture high-intent demand with guaranteed¹ top-of-search results: Secure first position and convert interest at the moment when people are actively searching.

• Own the narrative, stay top of mind: Control the search experience so your brand leads the conversation.

• Create a branded destination for exploration: Build a branded hub that brings together official content and community storytelling to drive consideration.

Search Hubs come in four formats, each designed to meet your brand where your audience is searching.

• Branded Search Hub: Control your brand narrative and stay top of mind with branded search terms.

• E-commerce Branded Search Hub: If you're a TikTok Shop seller, you can leverage branded search terms for a Branded Search Hub focused on TikTok Shop conversion.

• Category Search Hub: Own your category conversations with non-branded, category-wide search terms, gaining exclusive share of voice.²

• Sponsor Search Hub: Make the most of TikTok's premium search moments, owning cultural or IP-driven tentpole search terms.

Search Hubs turn search into a powerful brand moment—capturing high-intent demand and transforming it into a scrollable, shoppable, and immersive experience.

Connecting the two: From discovery to deeper engagement

Together, Branded Buzz and Search Hubs convert community-driven buzz into lasting momentum—turning moments of attention into deeper brand engagement.

Turning attention into action with Keyword Amplifier

Keyword Amplifier is a tool to drive incremental traffic to the Search Hub. By enabling clickable comments and search recommendations across Branded Buzz submissions, brands guide viewers from passive scrolling into active discovery and engagement in the Search Hub.

When bundled with creator campaigns and paid media, Keyword Amplifier transforms awareness into measurable search engagement.

Building a richer search destination with community content

Branded Buzz generates a high volume of creator-led content at scale. This content can be curated within the Search Hub, alongside official brand assets, to create a more dynamic and authentic destination. The result is a stronger search experience: one that reflects both brand storytelling and real community participation.

When combined, this approach drives real impact. Early testing showed that brands using Keyword Amplifier bundling saw a 58% increase in search page views, turning upper-funnel momentum into meaningful mid-funnel performance.³

Proof in action: L'Oréal

L'Oréal aimed to dominate high-intent searches for giftable items on TikTok throughout the gifting season. L'Oreal sought to secure brand relevance and position the brand as the top-of-mind choice for luxury fragrance as holiday gifts.

With this in mind, L'Oreal executed a first-of-its-kind solution bundle, pairing Branded Buzz with a customized Search Hub. The brand eclipsed the For You page with millions of creator views, saturated search for gifting terms with an immersive Search Hub, and used Keyword Amplifier to bridge the gap between mass awareness and search intent.

L'Oréal activated Branded Buzz to drive creator participation at scale, generating millions of organic-style video views during peak gifting season. By layering Keyword Amplifier, the campaign guided engaged viewers from creator content into a fully customized Search Hub—bridging the gap between passive discovery and active exploration.

Overall, the campaign generated 7.5x more organic views than forecasted, a 2.9x uplift in search volume, and 1.9x the market benchmark for keyword-amplified searches, surpassing brand expectations as top of mind and top of search for luxury fragrance gifting.⁴

Spark interest, capture momentum

On TikTok, attention is just the beginning. Capturing momentum is key. Branded Buzz helps brands spark the conversation through creators and community engagement. Search Hubs ensure that when interest builds, your brand is ready to capture it—on your terms. Together, they transform moments of discovery into lasting brand connections.

Reach out to learn more? Reach out to your TikTok representative to get started.

Notes:

1. Source: Based on internal TikTok data 2025 - 2026, excluding experimental holdout groups

2. Category Search Hub is only available for non-commerce categories in select countries. Contact your sales rep for more information on availability in your country.

3. Source: TikTok Internal Data, Global, 2025 - 2026

4. Source: TikTok Internal Campaign Data for L'Oreal, December 2025 to January 2026

This document is the property of TikTok and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TikTok undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance. Results may vary.

Please note that your use of Branded Buzz and Search Hub is subject to your adherence to all applicable laws, rules, regulations, and policies, including, without limitation, the FTC's endorsement guidelines and all applicable TikTok platform policies including, without limitation, TikTok's branded content policy.