The truth about TikTok's suggested searches: What works for creators

Usage, impact, and viral success

Creators don't blindly adopt TikTok suggested searches or trending prompts. They use them to their advantage.

Although 68% of surveyed creators said they use suggested trends when creating content, only 34% agreed that it gives them an edge over creators who don’t. Among those who used suggested trends, 11% frequently achieved viral success with them.

More often, their TikTok content went viral sometimes (36%) or rarely/never (32%). On average, 28% of creators' most viral posts were based on suggestions.

Instead of building their strategy around trends, 49% said they use TikTok suggestions mainly as inspiration. Just 12% plan their content around them as a core strategy.

Suggested trends also influenced how creators felt. While 19% of creators said suggested trends helped them feel more in touch with what’s working on TikTok, 12% reported being more anxious or indecisive about what to post.

Even so, TikTok's pull remains strong: 33% of creators had deleted the app from their device at some point, and among them, 93% eventually redownloaded it.

When authenticity meets the algorithm

Chasing visibility can feel tempting, but many creators consider the trade-offs.

A majority of TikTok creators surveyed (61%) would rather stay authentic than go viral. In fact, 67% prioritized authenticity over algorithm compliance, 29% aimed to balance both equally, and only 4% prioritized the algorithm.

Two in five (40%) creators reported feeling stuck between "what works" and "what feels right" when making content for TikTok. And about a third (34%) posted something they later regretted just to follow a suggested trend. If jumping on trends instantly isn't the magic formula, what is?

Tactics that work

Creators are using trending information strategically to improve engagement and increase their chances of success on TikTok.

More established creators tended to be proactive about spotting and shaping trends early. Among those with 1,000 or more followers, 35% had reverse-engineered content to match trending searches before they went viral. They analyzed trending search terms and popular videos and intentionally created content aligned with those patterns. That compares to 25% of creators with under 1,000 followers.

At the same time, speed alone didn’t guarantee results. Just 27% of creators said jumping on trends immediately was effective for boosting engagement. Instead of rushing, many focused on strategically adapting to trends. Nearly half (49%) said aligning trends with their niche, voice, and audience expectations was the tactic that most often boosted engagement.

Tools for TikTok content creation

Creating trend-driven content is easier when you have the right tools at your fingertips. Whether you’re experimenting with suggested searches or refining your unique brand voice, Adobe Express helps you move quickly without sacrificing quality.

• TikTok video creator: Design scroll-stopping videos sized perfectly for TikTok. Start with customizable templates, add text animations, music, and branded elements, and publish polished content in minutes while keeping your visual identity consistent.
• Marketing video maker: Turn product highlights, promotions, and announcements into engaging short-form videos. Add clear calls to action and adapt your content for TikTok and other platforms so every post supports your bigger marketing goals.
• AI Assistant (beta): Prompt, create, and edit anything. Make quick edits and refine every layer, all while keeping the parts you love intact. Describe what you need and get quick content ideas, templates, and design help all in one place.