What is keyword?
Keyword: A keyword is a word or phrase your target viewers type into search or expect to hear on a topic, which you place in your video so platforms can match it to those searches. On short-form, keywords live in your spoken audio, on-screen text, and caption — and choosing the right one decides which searches you can rank for.
Why keyword choice comes first
You can't rank in search for a phrase nobody types, and you can't out-rank huge accounts for the broadest phrases. Keyword choice is where search traffic is won or lost before you film. The sweet spot is a phrase specific enough that fewer creators target it but common enough that people actually search it. Nail that and a small account can top results a big account never bothered to optimize for.
How to find and use keywords
- Start typing your topic in the search bar and read the autocomplete — those are real queries ranked by demand.
- Prefer longer, specific phrases over one broad word: they're easier to rank for and pull viewers with clearer intent.
- Place your chosen keyword in the first line of voiceover, in on-screen text, and in the caption so the signals reinforce each other.
- Use one primary keyword per video — spreading five keywords thin usually ranks you for none of them.
Common misconception: the best keyword is the one with the most searches. High-volume phrases are also the most contested, and a new account rarely cracks them. A narrower phrase with steady, specific demand is usually the smarter target.
See these signals scored on your own video
ReelTok's AI analyzes your video on-device before you post — one 0–100 virality score built from the signals in this glossary.
Related terms
Browse the full creator glossary, read the growth guides, or try the free virality score checker.