What This Update Actually Is
HubSpot added a Trending TikTok Audio section inside its native video editor. It pulls currently popular sounds from TikTok into the editor's media library. You can browse, search, preview, and drop audio directly onto your video timeline.
This is a beta feature and you've been automatically enrolled. You'll find it in the audio tab of the media library when you're inside the HubSpot video editor. One important caveat: the audio track only plays when that video is published to TikTok. If you embed the same video on a blog or website page, the TikTok audio will be silent.
It's not a full royalty-free music library. It's specifically TikTok's trending sounds, scoped to TikTok distribution. That's the deal, and it's worth knowing up front.
Why HubSpot Shipped This
TikTok's algorithm gives a real visibility lift to videos that use currently popular sounds. When humans interact with a sound by liking, sharing, or using it themselves, TikTok surfaces more content tied to that audio. That's not marketing spin. That's how the platform's discovery engine actually works.
The friction before this update was real. Content marketers had to open TikTok, browse sounds, take notes, switch to a separate video tool, find or download the audio, then come back to HubSpot to schedule. That's four or five context switches for one piece of content.
HubSpot closed that loop. The trending data comes from TikTok, the editing and publishing happen inside HubSpot, and the workflow stays in one tab. For teams producing consistent short-form video, that's a meaningful time save.
How to Use It Step by Step
First, get into the video editor. There are three paths depending on your setup:
- Content Hub: Navigate to Content, then Video, hover over a video, and click the pencil icon.
- Marketing Hub (Social): Navigate to Marketing, then Social, then Create Post. Add a video under Media or create clips, and click the pencil icon next to the video.
- Marketing Hub (Files): Navigate to Content, then Files, click Details on a video file, then click Edit.
Once you're inside the editor, follow these steps:
- Click the plus tab in the media library panel.
- Select Audio, then choose the Trending TikTok Audio section. You'll need a TikTok account connected to HubSpot at this point.
- Browse or search trending sounds pulled live from TikTok.
- Preview clips and select the one that fits your video's tone and timing.
- Adjust timing and volume on the audio track in the timeline.
- Publish or schedule your video to TikTok as usual.
That's it. No third-party tools required. No separate audio download step. The whole flow lives inside HubSpot.
What It Touches in Your HubSpot Strategy
This update lives inside the video editor, but it ripples into a few adjacent areas worth thinking through.
First, your TikTok social integration has to be active and healthy. If your connected account is stale or disconnected, this feature won't work. Check your social settings before your next video session.
Second, this builds directly on HubSpot's expanding native video editor capabilities. If you haven't explored what the editor can already do, our breakdown of HubSpot's video editor rollout to Marketing Hub Pro and Enterprise is a solid starting point. Understanding the base tool makes this audio feature much easier to use confidently.
Third, consider your content calendar. Trending audio has a short shelf life on TikTok. A sound that's popular today may be stale in two weeks. Build a habit of checking trending audio at the start of each content planning session, not the day before publishing.
Key Takeaway
Trending TikTok audio only plays when the video is published to TikTok. Adding TikTok audio to a video you plan to use on blog pages or landing pages means that audio won't be heard. Plan your distribution before you edit.
Fourth, this touches your broader content strategy. Short-form video with trending audio is a discovery tool, not a conversion tool. It brings new humans into your orbit. From there, your other content, email nurtures, and offers do the heavier lifting. Make sure those downstream assets are ready before you scale TikTok output.
If your content strategy doesn't yet have a clear structure behind it, the five content strategy essentials every marketer needs to know will give you the framework to make this kind of feature actually pay off.
Key Takeaway
Trending audio is a top-of-funnel tool. It earns attention. Your nurture content earns trust. Don't expect TikTok audio to close deals on its own. Use it to widen the top of your funnel, then make sure the middle and bottom are ready.
Who Should Care Most
This update is specifically for Content Hub Professional, Content Hub Enterprise, Marketing Hub Professional, and Marketing Hub Enterprise users who have TikTok connected to HubSpot. If that's not you, you can stop here.
If that is you, here's who gets the most value right now:
- Social media managers who produce TikTok content regularly and hate switching between TikTok, a DAM, and a video editor to build one post.
- Content teams at B2C brands or consumer-facing B2B brands where short-form video is already a proven channel.
- Marketing ops leaders who want their team working inside fewer tools, with more of the content workflow inside HubSpot where it's trackable.
- Small teams where one or two humans handle both strategy and execution. Fewer tool switches means more time creating.
If your brand isn't on TikTok yet, or TikTok isn't connected in your portal, this update won't help you today. Focus on getting the integration set up first if TikTok is part of your 2026 channel strategy.
George's Take
I've watched a lot of teams treat TikTok as an afterthought, something they add to a content calendar when they have extra bandwidth. The real opportunity is the opposite: TikTok-first thinking, where you build content to be discovered, not just distributed. This update won't change your strategy for you, but it removes one of the most consistent friction points I see when teams try to act on that thinking inside HubSpot. Fewer steps, fewer tabs, more time focused on what actually makes a video worth watching.
“TikTok-first thinking means building content to be discovered, not just distributed. This update removes the friction that was stopping a lot of teams from even trying.”
If you want help thinking through how short-form video fits into a full content strategy inside your HubSpot portal, that's exactly the kind of work we do at Sidekick Strategies. Book a strategy call and let's look at what your portal can actually do for your content team.
Frequently Asked Questions
What hubs and tiers include the trending TikTok audio feature in HubSpot?
The feature is available for Content Hub Professional, Content Hub Enterprise, Marketing Hub Professional, and Marketing Hub Enterprise. You also need a TikTok account connected to your HubSpot portal. Starter and Free tiers are not included in this release.
Does the TikTok audio play when I embed the video on my website or blog?
No. Trending TikTok audio only plays when the video is published directly to TikTok. If you add that same video to a blog post, landing page, or website page inside HubSpot, the audio track will be silent. Plan your distribution before you add audio to your video.
Do I need a TikTok account connected to HubSpot to use this feature?
Yes. A connected TikTok account is required. Without it, the Trending TikTok Audio section won't appear in the editor's media library. Connect your TikTok account in HubSpot under Settings, then Social, then Connect Account before using this feature.
Where do I find the trending TikTok audio option inside the HubSpot video editor?
Inside the video editor, click the plus tab in the media library panel. Select Audio, then look for the Trending TikTok Audio section. From there you can browse and search trending sounds pulled live from TikTok, preview clips, and add one to your video timeline.
How does trending audio actually help TikTok video performance?
TikTok's algorithm boosts content using popular sounds. When humans engage with a sound by liking, sharing, or using it, TikTok surfaces more content tied to that audio in other feeds. Using trending sounds increases your chances of appearing in discovery feeds beyond your existing followers.
Can I use the HubSpot video editor's TikTok audio feature for other social platforms?
No. Trending TikTok audio is scoped to TikTok distribution only. You can't apply these sounds to videos published to Instagram, LinkedIn, YouTube, or other platforms through HubSpot. If you need audio for other channels, you'll need to use a separate royalty-free music source.
