TUTORIAL ARTICLE

Beginner

5 min

Strategy: Understanding TikTok's algorithm

How TikTok’s algorithm works and what you can do to make it work for you

What you’ll need
Practice in the app

Overview

Social media algorithms exist for one purpose only — to provide each individual user with a stream of content that is perfectly tailored to them and their interests. Algorithms are a big part of why social media can be so enticing, and why it can be so hard to put down your phone and move onto other things.

But how do they work? Well, many social media platforms can be secretive about the details of how their algorithm works, after all, too much information will allow people to “game the system.” However, there is a small amount of information publicly available that we can use to gain an understanding of what algorithms look for when it comes to prioritizing content in feeds.

Today we’re taking a deep dive into the TikTok algorithm to reveal what we know about how the algorithm prioritizes content and what you need to consider to get the most out of your content on the platform.

What is an algorithm?

Social media algorithms are in charge of organizing which content will appear in your personalized feed, and in what order. Using a variety of information such as engagement levels, subject matter, hashtags, and even location, the TikTok algorithm will decide in which order to rank the content on your For You page (the TikTok newsfeed).

The TikTok algorithm is incredibly clever and effective at showcasing the best content to the most suitable audience. As a result, it is wise to make the effort to understand exactly what the TikTok algorithm is looking for when it decides how to prioritize content if you hope to achieve an increase in reach and rank higher in users’ feeds.

TikTok has shared information in the past regarding how their algorithm works, but allow us to break it down for you a little further...

How does the TikTok algorithm work?

User activity

TikTok will use a user’s activity and previous interactions to learn about the type of content they are interested in as well as the type of content that they don’t want to see. The algorithm will judge all content against a user’s previous activity to decide where and if to surface new content in their feed.

User activity includes:

  • Which accounts they follow

  • Comments they’ve posted

  • Creators or sounds they’ve chosen to hide

  • Videos they've liked or shared within the app

  • Videos they've added to favorites

  • Videos they've marked as “Not interested”

  • Videos they’ve skipped past

  • Videos they've reported as inappropriate

  • Longer videos they watch all the way to the end (also known as video completion)

  • Content they create on their own account

  • Interests they've expressed by interacting with organic content and ads

Ultimately, the success of your TikTok will be determined by user activity such as likes, comments, shares, completions and re-watches, as well as account follows. All of these interactions with your content are indicators to the TikTok algorithm that this TikTok video is enjoyable and interesting. As a result, content that collects such engagements is more likely to appear on more For You pages.

Video subject matter

The topic and subject matter of your TikTok is used to know exactly to which audience to show your content.

TikTok assumes video subject matter based on:

  • Keywords in the caption

  • Sounds

  • Hashtags

  • Effects

  • Content (such as transcripts)

TikTok will use this information to showcase this content to any users who tend to seek out content of similar topics through Discover or Search, or engage with content of similar topics on their For You page.

Device and account settings

TikTok takes note of a user’s device and account settings in order to make more targeted content recommendations.

These can include:

  • Language preference

  • Country setting

  • Type of mobile device

  • Categories of interest you may have selected as a new user

This information can be used to ensure that users are more likely to receive content that is in their chosen language, posted from their country of residence, and in-line with their indicated interests.

Factors that do not affect the TikTok algorithm

Every social media algorithm works a little differently. While factors like your follower count, or whether you’ve posted high-performing videos in the past, might affect your ranking on other social channels, TikTok chooses not to let these two factors affect your ranking on the platform.

This means that TikTok can be a great platform for those just getting started who may have small audiences or little to no content on their account — everyone has the chance to rank and appear in For You pages.

Content that will not be recommended by the TikTok algorithm

TikTok will not recommend the following content:

  • Duplicated content

  • Content you’ve already seen

  • Content the algorithm flags as spam

  • Potentially upsetting content (such as graphic medical procedures or legal consumption of regulated goods)

In general, you should always be adhering to TikTok’s community guidelines and avoiding topics that may come into conflict with company policies.

How to appeal to the TikTok algorithm

Now that we understand what the TikTok algorithm is looking for when it comes to prioritizing content for the feed, here are 10 tips for creating TikTok content that the algorithm is more likely to rank.

1. Make the first three seconds count.

Social media users have incredibly short attention spans and are ready to swipe to the next TikTok on their For You page the very moment they lose interest. As a result, it’s key to hook your audience in the first three seconds, when they are most primed to swipe away, to increase your chances of them watching to video completion.

2. Encourage your audience to watch to the end.

As video completion is one of TikTok’s greatest indicators of interest, it’s important to consider how you can tweak your video content to ensure that users watch to the end. This may mean experimenting with video length or using your caption or video content to persuade your audience to wait for the ending.

3. Make your content accessible.

While accessibility isn’t something the TikTok algorithm is necessarily looking for, increasing the accessibility of your video content by adding elements like subtitles will help more users to enjoy your content and want to share it with others.

4. Find a niche.

TikTok’s algorithm is great at categorizing content by topics and subjects and then promoting this content to the relevant audience. By consistently producing content around one to three specific niches, you are more likely to become recognized by TikTok as an expert in these niches and more easily showcased to your desired audience. It’ll also be easier for you to grow a following over time if you are consistent in your content themes which will contribute to an increase in engagement — another positive for the algorithm.

5. Use trending audio.

The TikTok algorithm also favors TikToks that make use of trending audio and sounds. Any audio that begins to trend will be perceived as interesting and entertaining by the algorithm and, as a result, any content that includes this trending audio will be favored by the algorithm.

6. Discover when and how often to post.

The best time to post on TikTok is generally weekdays between 6am and 10am and then 7pm to 11pm. This way you can reach your audience when they are online first thing in the morning, and when winding down in the evening. Posting at these times is a good starting point if you’re unsure what time your audience is most online. However, it’s a good idea to experiment with your posting times to find the best time for you. Keep an eye on your TikTok analytics over time to see if there is an optimum time to post for maximum engagement.

The TikTok algorithm values a high quantity of content, so it’s important to keep the frequency of content production high. Producer and streamer Kat Pan (@katliente) recommends posting three times per day on TikTok while TikTok for Business suggests dropping new posts one to four times per day to keep up with their constantly replenishing feed.

7. Try the new features.

Like with many social media platforms, making use of new features or content formats can result in your content being favored by the algorithm as a way to increase the popularity and exposure of a new feature. When it comes to TikTok specifically, making use of new features will allow your content to get greater reach as TikTok uses your content as a way to raise awareness around their new features and test its impact on your audience.

8. Use keywords.

TikTok SEO can make it more likely that your content will appear in front of the users who are actively searching for content such as yours. By including keywords in your caption, using the right hashtags, and even mentioning keywords in your TikTok audio, you can increase the chances of your videos appearing for users who are searching for these topics. In addition, using TikTok SEO will make it so much clearer to the TikTok algorithm what your content is about, allowing the algorithm to take your content and surface it to the most relevant audience on their For You page.

9. Engage with your community.

TikTok is not just about posting content, but about community building too. Remember to regularly check your comments and messages and respond back to your audience engagement. This will allow your viewers to feel more connected to you and make them more likely to continue to engage with your content in the future (great for the algorithm). Starting conversations with other creators within your niche will also help you to form relevant connections and bring engagement back to your channel.

10. Be authentic.

Unlike other social platforms such as Instagram, TikTok content doesn't need to be super polished, refined, and professional looking. TikTok is a place where creators come to speak their minds and be authentically themselves, and this approach is a big reason why TikTok has become such a popular app in recent years. Remember to have fun, be entertaining, but also authentically you — even if you’re representing a brand.

The TikTok algorithm isn’t your enemy — use your newfound knowledge to optimize your TikTok content, improve your reach, and ultimately grow your channel.


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December 5, 2023

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