If you’re using TikTok for marketing, you’re probably looking for ways to grow on the platform. How do you get more views and followers? How do you get your content to show up in front of the right people? To answer these questions you need to understand how the TikTok algorithm works.In this guide, we give you a breakdown of what the TikTok algorithm is and how it works. More importantly, we give you some practical tips on how to work with the algorithm.
What is the TikTok algorithm?
TikTok’s algorithm is a system that decides what content will be displayed on each user’s For You page, it’s a recommendation system for each user, As a result, the For You page is highly personalized for each user. What you see on your For You page will not be the same as what your friend or colleague sees on their For You page. For example, someone who watches a lot of beauty and makeup content will naturally see more recommendations for similar videos. Yet, those videos will rarely show up for someone who mostly consumes content related to sports and gaming
How the TikTok Algorithm Works
TikTok has been secretive about its algorithms in the past, which has led to much speculation about the factors that affect how the FYP is populated. That changed in June 2020, when TikTok published a blog post detailing how the For You Page recommendations are generated. According to TikTok, the For You Page’s algorithms are based on the preferences and activity history of individual users. That means no two For You feeds are going to be exactly the same, due to the sheer number of factors and variations involved; as the name implies, these recommendations have been carefully curated for you.
TikTok also strives to keep the FYP interesting and varied. Their recommendation system works to intersperse diverse types of content along with those you already love. For example, your For You feed won’t typically show two videos in a row made with the same sound or by the same Creator. That said, you will see content from Creators and other accounts you aren’t following, allowing you to discover new content that TikTok anticipates you’ll be interested in.
TikTok values the relevance of a Creator’s content (to your algorithmically determined interests) more than the popularity of any given account. For example, a video from Mr. Beast that isn’t at all relevant to you based on your behavior on the platform isn’t likely to show ‘just because’ his account is so popular. This also helps new accounts and Creators organically grow their presence on a busy platform.
However, while TikTok shared some information regarding algorithmic functions, they didn’t share everything. This means there’s still plenty of anecdotal speculation about how it works on a deeper level.
The “Batch Effect” is a popular theory among TikTok creators. In the Batch Effect, TikTok shows your video to different batches of people at different times. The way users react determines whether or not your content gets shared with more people. The more views and interactions your video gets, the bigger—and greater number of—batches see it down the line.
The time lag between different batches can take up to several days. Creators have observed that their video views often “jump” significantly after plateauing. This is speculated to be because the next “batch” has launched and their content has been exposed to more users.
Key Ranking Signals in the TikTok Algorithm
Algorithms function in part by leveraging passive and active user signals to better understand which content will be of interest to a specific person. Passive signals might include how long you lingered on a video, or how quickly you scrolled past it. Active signals might include liking or sharing a video, or ‘disliking’ a video by choosing “Not interested.”
In ranking content, TikTok considers positive signals (reasons to think you will like content) and negative signals (reasons to think you won’t like content.) There are also some types of content that will never be recommended.
Positive Ranking Signals
The 3 main factors that influence a user’s TikTok recommendations include:
- User interactions
- Video information
- Device and account settings
In creating interesting content for TikTok, focus most of your attention on the first two factors: user interactions and video information.
User Interactions
User activity plays a significant role in determining which videos TikTok shows, with the following heavily influencing your For You feed:
- Number of video likes
- Number of video shares
- Similar accounts followed
- User’s propensity to like, comment on, or share similar videos
- Videos similar to those created by the viewer
- Video completion rate
Your goal should always be to create interesting content that will engage your target audiences, encouraging genuine interactions from viewers without being spammy.
For example: If you posted a video about your favorite skincare products to use for dry skin, you might ask viewers to comment with their personal favorites toward the end of your video. The comments they leave will help you better understand your audience while also serving as additional recommendations for other interested viewers.
What you wouldn’t want to do is spend half of your video time reminding viewers to like, subscribe, comment, and share. That is spammy low-value content only designed to game the algorithm into thinking it’s interesting, which over time the user interactions will prove is not the case.
Video Information
This encompasses video attributes and data specific to individual videos, including:
- Length/runtime
- Captions
- Sounds
- Stickers
- Effects
- Trending topics
- Hashtags
Always provide TikTok and users with as much relevant information about your video as possible for elements including your caption text and hashtags so they better understand its contents.
Hashtags in particular are a major component of which videos are recommended. Any user that watches or creates a video with a specific hashtag will be more likely to see videos that use that hashtag in the future.
Help TikTok recommend the videos that will be most likely to resonate with your target audience by choosing highly relevant hashtags.Consider hashtags specific to the product itself as well as broader hashtags, such as those that represent a lifestyle or dietary choices.
For example, If you were posting a video reviewing a can of mixed nuts that you purchased and enjoyed, relevant hashtags would include the brand of the nuts, #mixednuts, and #snackreview.
Let’s assume that within the video, you mention the high protein content of the nuts, noting they’d make a great protein source for vegetarians. With that in mind, some examples of additional relevant hashtags would include #vegetarian, #vegetarianfood, and #plantbased.
Now let’s assume you talk about how mixed nuts are one of your hiking essentials, explaining at which points in your hike you usually stop to hydrate and nourish. Additional relevant hashtags now include #hikingtips and #packforyourhike.
The goal isn’t to think of every conceivable hashtag for which your video is at all relevant, rather to consider different aspects of a product or service in determining which audiences you want to reach and serve in your content.
Does Follower Count Matter?
Interestingly, follower count plays a less prominent role on TikTok than on platforms like Instagram or YouTube. While having followers can help ensure that your content gets initial views, the FYP algorithm is more focused on engagement metrics rather than popularity. This allows new creators to compete with established ones for attention.
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Advantages of Buying Followers on TikTok
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conclusion
The TikTok algorithm is one of the most sophisticated in the world of social media, using a complex blend of behavioral data, video characteristics, and user interactions to serve up hyper-personalized content. Its ability to quickly learn user preferences and predict what will keep people engaged is what sets TikTok apart as a platform. While its precise workings are continuously refined, understanding the basic factors influencing the algorithm can help creators and users make the most of this ever-evolving app.
Whether you’re a casual user, an aspiring influencer, or a brand looking to build presence, understanding how TikTok’s algorithm works is key to thriving in this fast-paced digital space.
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