TikTok listening in Sprinklr lets you track public conversations about your brand using TikTok mentions and hashtags. By collecting videos and comments that reference your TikTok Business Account or registered hashtags, you can understand how audiences engage with your brand and identify emerging trends. This article is intended for brand and insights teams who want to monitor TikTok visibility and engagement in Sprinklr.

You can also access more details on TikTok Discovery using this article.

Business Use Cases

• You can explore the Outbound Content section, where you'll find a summary of engagement, trends, analysis at the post level, as well as the most engaged and most viewed videos for your authenticated business accounts.

• You can explore the Mentions in the videos and comments section to see if the handle has been referenced by leading creators, which can assist in identifying potential brand advocates for outreach regarding partnerships.

• You can go to the #Mentions Analysis section to evaluate how well a campaign hashtag is performing, recognize increased engagement in a particular area, and utilize these insights to customize localized marketing and sponsorship approaches.

How TikTok Works in Sprinklr?

Sprinklr collects only public TikTok content published after you authenticate your TikTok Business Account and enable listening. Private content and content published earlier are not included. Below are the Listening coverages supported in Sprinklr:

• Owned: @mentions of your authenticated TikTok Business Account in videos and comments.

• Earned: Organic videos created by other TikTok users that include your registered brand hashtags in the video caption.

Source Capabilities

Source: TikTok
Source of data: TikTok Public APIs and Webhooks

Backfill support: No

Coverage: 

• Owned accounts: @mentions in videos and comments

• Earned: # hashtag listening

Owned (@ Mentions)

• How data is collected

  • Primary method: Webhooks capture all mentions in real time as they happen.

  • Secondary method: APIs are used, but only for the top 1,000 mentions.

• How data is synced

  • Webhook data appears immediately.

  • API data (engagement metrics) is updated daily, but only for the top 1,000 posts from the last 90 days.

• How often data is refreshed

  • Posts NOT in top 1,000:

    • Captured once through webhook at ingestion.

    • No further updates to engagement.

  • Posts IN top 1,000:

    • Engagement metrics are refreshed regularly through API.

Earned (# Mentions)

• How data is collected

  • Entirely through APIs.

• How data is synced

  • Only the top 1,000 posts (by likes/engagement) from the past 90 days are tracked.

• How often data is refreshed

  • These top 1,000 posts are part of a rolling 90-day window.

  • Engagement data is updated daily.

TikTok Engagement Metrics

The following engagement metrics can be derived from the dashboard:

Prerequisites

The following prerequisites are listed below:

Prerequisites for TikTok Mentions and Hashtags

• Re‑add your TikTok Business Account in Sprinklr and complete authentication. For step‑by‑step guidance, see Authenticate a TikTok Business Account article.

• Ensure you have the following permissions:

  • TIKTOK_HASHTAG_SETTINGS_VIEW

  • TIKTOK_HASHTAG_SETTINGS_EDIT

Prerequisites for TikTok Hashtag Listening

• Enable the required TikTok hashtag to start data fetching.

  

• You must add the same hashtag to the topic, and then enable the topic to begin fetching results.

  

  TikTok listening is enabled for all. If interested in enabling hashtag functionality, please reach out to tickets@sprinklr.com.

Accessing TikTok Mentions and Hashtags Dashboard

This dashboard will help you track @ mentions in TikTok video captions and comments and # mentions in video captions providing insights into engagement trends and sentiment. The navigation steps are mentioned below:

1. Click + New Page and navigate to Sprinklr Insights and go to Listening Dashboard (under Learn).

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2. Click the drop down next to Listening Dashboard on the top left.

3. Select TikTok Mentions And Hashtags within Standard Dashboards list.

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   Alternatively, type TikTok Mentions and Hashtags in the search bar.

Key coverage and limitations

The following coverage rules and limitations apply to TikTok listening in Sprinklr, including Outbound Content, @Mentions, and #Mentions Analysis: 

General Coverage

• TikTok listening is limited to @mentions of authenticated business accounts and registered brand hashtags. 

• General keyword or competitive listening is not supported. 

• Only public posts are included. 

• Content created by underage or unknown‑age users is excluded. 

• No historical backfill is supported

Content and engagement limits 

• Hashtag listening retrieves only the top 1,000 posts by likes within a rolling 90‑day window. 

• Hashtag mentions are calculated separately from the top 1,000 @mentioned posts and represent additional earned buzz.

• Engagement metrics refresh daily only for posts that remain in the top 1,000. 

• Posts outside the top 1,000 are ingested once at the time of ingestion, with no further refresh. 

• Hashtag listening includes video captions only. Comments are not ingested for hashtags. 

Hashtag registration guidelines

• Recommended hashtags

  For each TikTok Business Account, TikTok recommends up to 100 hashtags during hashtag registration. These recommendations are generated based on the following criteria:

  The hashtag must have been used in at least three post captions, either:

• By the TikTok Business Account itself, or

• In posts that mention the Business Account handle.

• Custom Hashtags

  In addition to TikTok‑recommended hashtags, you can register custom hashtags that are not part of the recommended list, provided they meet the following conditions:

  • Only hashtags that contain a brand-related substring can be registered for listening.

  • The hashtag must contain a substring of the TikTok Business Account username.

  • If the username is unavailable, Sprinklr uses a substring of the screen name instead.

Hashtag registration limits and API Constraints

• Multiple accounts are supported, with a maximum limit of 50 per account.

• You can register up to 50 hashtags per TikTok Business Account and not per brand. 

• Enter only the hashtag text (without the # symbol). Hashtags are case‑sensitive and must match exactly. 

• A single API request can include up to 10 hashtags. 

• You can add up to 50 hashtags per account per day. 

• Once enabled, a hashtag cannot be removed for 7 days. 

• If a hashtag is disabled and added again:

  • It takes 24 hours to become active

  • The seven‑day lock‑in period restarts

• Newly enabled hashtags may take up to 24 hours before data starts appearing. 

• If a hashtag is already registered (in Sprinklr or elsewhere), it cannot be re‑registered or managed again. 

• Hashtag listening can fetch up to 1,000 posts per account through TikTok’s API integration.

• Only hashtags that contain a brand-related substring can be registered for listening.

Existing and previously registered hashtags

• If you are unable to register a hashtag, it may be because:

  • The hashtag does not meet the substring requirement, or

  • The hashtag has already been registered through Sprinklr or another platform

• Sprinklr does not support syncing or re‑registering hashtags that were previously registered elsewhere.

• All existing hashtags are visible on the record page for better visibility.

• If a hashtag is already registered:

  • Its data remains available when you create topics

  • Historical data continues to be accessible in reporting

  • You cannot re‑register or manage the hashtag under TikTok Mentions

Why you may not see expected TikTok data

TikTok listening in Sprinklr follows specific coverage and eligibility rules. If you do not see certain posts, comments, or hashtags, one of the reasons below is likely the cause.

You may not see TikTok data if:

• The content was published before TikTok listening was enabled. 
  Sprinklr does not backfill historical TikTok data. Only content published after listening is enabled is collected. 

• The content is private or created by an underage user. 
  Sprinklr collects only public TikTok content from eligible users. Private posts and content created by underage users are excluded. 

• You are looking for hashtag mentions in comments. 
  Hashtag listening applies to video captions only. Hashtags used in comments are not supported. 

• The hashtag is not registered or enabled. 
  Sprinklr collects hashtag data only for registered brand or campaign hashtags that are enabled for listening. 

• The post falls outside the supported volume limit. 
  For each hashtag, Sprinklr retrieves only the top 1,000 posts, ranked by likes. 

• The content is outside the supported time window. 
  TikTok listening data is available within a rolling 90‑day window.

If your setup meets all requirements and you still do not see expected data, contact Sprinklr Support for assistance.

Dashboard Sections

The dashboard is organised into three sections:

• Outbound Content: Displays posts from authenticated TikTok Business Accounts, including:

  • Engagement summary.

  • Engagement trends.

  • Post‑level and hashtag‑level analysis.

  • Top engaged and top viewed videos.

• @Mentions in Videos and Comments: Surfaces videos and comments where your account handle is mentioned.

• #Mentions Analysis: Analyses posts that use registered brand hashtags in video captions.

Once you open the dashboard, it is organised into three sections. Each section answers a different question.

One‑screen quick reference 

How to filter data by account

Before analysing data, select the TikTok Business Account you want to view.

1. Open the TikTok Mentions and Hashtags dashboard.

2. Select Account filters.

3. Choose an authenticated TikTok Business Account.

Data for the selected account appears across all relevant sections.

Dashboard sections in detail

The dashboard allows you to add multiple TikTok Business accounts as filters to view and track their mentions. The dashboard sections are mentioned below:

1. Outbound Content

   Use this section to analyse content published by your authenticated TikTok Business Accounts.

   

   1. What can be analysed

      1. Engagement summary.

      2. Engagement trends.

      3. Post‑level analysis.

      4. Hashtag‑level analysis.

      5. Top engaged videos.

      6. Top viewed videos.

   2. How it works

      1. Data is available only for authenticated and verified accounts.

      2. Account selection controls what data appears across tabs.

2. @Mentions in Videos and Comments

   Use this section to track how other TikTok users reference your account.

   1. @Mentions in videos

      1. What it shows

         Displays all videos that reference your TikTok Business Account handle in the video caption.

      2. Requirements

         1. The video must be public.

         2. The creator must not be underage or of unknown age.

            1. In Europe, users aged 17 or under are considered underage.

            2. In the US and other regions, users aged 12 or under are considered underage.

      3. Additional behaviour

         1. Usernames are visible for video mentions.

         2. Historical backfill is not supported.

   2. @Mentions in comments

      1. What it shows

         Shows all the comments or replies where your account's handle is mentioned in the text.

      2. How to access the parent video (current behaviour).

         

         1. Open your Listening Dashboard. 

         2. Add a widget and select Inbound Analytics as the data source.

         3. Select Inbound Message as the dimension. 

         4. Apply the Message Type filter with the value TikTok Mentioned Comment Video. 

         5. Select Like Count as the metric.

         6. Click the timestamp to open the parent video natively. 

            Account‑level filters apply the same way as in Outbound Content. 

            

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   Using Mentions in Custom Dashboard

   You can also visualise TikTok mentions in custom dashboards:

   1. Create Account‑Based Listening Topics for your TikTok Business Account.

   2. Apply the Message Type filter to display video mentions in widgets.

      

      This allows customised and targeted reporting beyond the standard dashboard.

      You can refer to this article on creating an Account Based Listening Topics to set up account-based topics for your TikTok Business Account.

3. #Mentions Analysis (Hashtag listening)

   Shows the top 1,000 videos where your account's hashtag is mentioned in the caption, ranked by likes.

   What it shows

   1. Videos using registered brand hashtags.

   2. Engagement insights for hashtag‑driven content.

   Key capabilities

   1. Self‑service configuration of TikTok hashtags.

   2. Visibility into hashtag status (active, processing, locked).

   3. Improved validation and error handling.

   4. Audit trail and CSV upload or download.

Hashtag mentions indicate occurrences where a brand's hashtag is included in a video's caption. All videos that feature these hashtag mentions in their captions will be collected and presented as part of the data. TikTok has introduced automated configuration API endpoints for brand-specific hashtags through the Mentions API. This eliminates the previous requirement for manual setup and allows for scalable implementation.

Functional Scenarios

You must possess the capability to set up and oversee brand-specific hashtags for TikTok mentions in Sprinklr, which allows for automated data collection and improved management of hashtag tracking. This encompasses:

• Adding brand hashtags so Sprinklr can automatically track related TikTok mentions.

• Viewing the number of configured hashtags and how many are remaining, ensuring users stay within the platform’s limits.

• Checking the status of each hashtag to understand when it will begin returning data.

• Removing hashtags, when eligible, such as after a defined lock period (e.g., 7 days).

• Auditing hashtag activity, including visibility into which team members added or removed specific hashtags for transparency and accountability.

This capability empowers teams to maintain accurate hashtag tracking, manage limits effectively, and ensure compliance with platform rules, all while keeping collaboration auditable.

Plotting TikTok Mentions in Custom Dashboards

You can also use Account‑Based Listening Topics and apply the Message Type filter to plot video mentions across custom widgets.

Setting Up TikTok Hashtag Mentions

TikTok Hashtags Manager can be accessed in two ways:

• Through Topics

• Through Listening Settings

To begin retrieving results, you must enable the TikTok hashtag, and you must include the same hashtag in the topic, which also must be enabled for fetching results. Earlier, you couldn’t manage hashtag registration directly in the Sprinklr UI; you had to register hashtags using your Business ID by reaching out to TikTok or through a closed beta in Sprinklr. Now, that capability has transitioned to the UI, giving you greater scalability and built-in support. Let us take a look at the steps:

Through Topics

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1. Click the New Tab icon. Under Sprinklr Insights, click Topics within Listen.

2. On the Topics window, click + Add Topic in the top right corner. Fill in the necessary details and select Query Based Listening as Topic type. Toggle on the Fetching option in the bottom left corner. Click Next to move to the next section to set up the query.

3. Go to Setup Query page and select Advanced. Enter the hashtag and click View Hashtags.

4. In the third pane, select TikTok, and here you can see all the hashtags entered in the query. In the third pane, you will also see the status bar for TikTok Hashtags to inform you about the quota of TikTok Hashtags. Check the box to select the Hashtag to enable it, and then click Manage Hashtags to go to the Instagram Hashtags page.

5. Click Next, apply the desired filters, and make sure that for fetching TikTok hastag mentions, TikTok is selected as the source. Click Save Topic to save your Topic.

Activate hashtags for use while creating a topic on the fly, without needing to access the TikTok Hashtag Manager, as long as you have a quota for activation.

Managing TikTok hashtags

To retrieve hashtag data, you must:

• Enable the TikTok hashtag.

• Add the same hashtag to an enabled topic.

TikTok Hashtags Manager can be accessed in two ways:

• Through Topics.

• Through Listening Settings.

Through Listening Settings

1. Navigate to Sprinklr Insights and go to Listening Settings (under Listen).

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2. Go to All Settings and select TikTok Hashtags.

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   Alternatively, you can select All Settings and under Product select Sprinklr Insights and select TikTok Hashtags.

3. Go to Hashtag Manager page and Click + Add Hashtag.

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4. Fill in the details in the Add Hashtags section:

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   1. Ensure Hashtags are added in Topic Settings. On the Topics window, click Add Topic in the top right corner. Fill in the necessary details and select Query-based Listening as Topic Type. Toggle on the Fetching option in the bottom left corner. Click Next to move to the next section of the setup query.
      For more details, follow the section on how to add hashtags through topics.

   2. Account: Select the account for which you want to add the hashtags.

   3. Hashtags: Enter the hashtags. You can add 10 hashtags per request.

   4. Click Save.

5. Add Hashtags and to create new hashtag click the Create check box and select Add.

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​Manage Hashtags​

You can visit the Manage Hashtag Page, where you can access the Hashtags. This is a centralized location for managing (adding, deleting, or modifying) all your registered hashtags. On the Hashtags account manager page, you will be able to see Total Hashtags available and Hashtags available by different accounts.

You have the option to search, refresh, export, and add new hashtags.

• You have the option to navigate to different hashtags by clicking on the dropdown option:

  

  • Active

  • Inactive

  • Activating

  • All

• You can also see the total accounts and combine hashtags available.

• You also have the option to search for a hashtag by typing the hashtag in the search bar, clicking the refresh option to refresh the page, and you can even click the Export TikTok Hashtags option to export the hashtag (click Horizontal Ellipsis to access the export option).

  

• You have the option to add new hashtag by clicking on + Add Hashtag.

You can click the Vertical Ellipsis (⋮) next to a hashtag and access the following functionalities:

• Move: You can click "move" to transfer that hashtag to another Business ID and then click "move" again.

• Audit: You can examine the audit trail to find out when a hashtag was altered, who performed the edit, and what changes were made.

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FAQs

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