Much remains unknown about how the short-form video platform TikTok actually functions, despite the fact that it has fundamentally altered the landscape for social media marketers. When compared to more established social media platforms, TikTok’s algorithmic recommendation system, rather than users’ lists of followed accounts, determines the videos that users will watch.
TikTok’s algorithm is designed to reward creators who consistently produce high-quality videos, so marketers can’t rely on name recognition to attract viewers like they can on other platforms. This makes TikTok an alluring social channel for marketers to explore because it allows even the smallest brands to gain unlimited exposure.
For those who have wondered how the TikTok algorithm works and what they can do to improve their chances of being discovered, this guide is for you.
How would you define the TikTok algorithm?
What you see on your For You page is determined by a formula called the TikTok algorithm. As a result of the myriad factors that go into deciding what you see and why, no two users will ever have the same For You page or TikTok experience.
Still, there are some constants in the recommendations made to users: content that is already widely disseminated has a better chance of being seen, and content that capitalises on current trends in terms of either topics or sounds will also enjoy greater visibility.
TikTok’s Operation: An Explanation
Video and audio are the sole focus of the social entertainment platform TikTok. Users can get in on the action by synching their videos to popular tunes. TikTok’s lo-fi versus hi-fi content bias and rapid trend cycles mean that brands need to be nimble and strategic when deciding which trends to embrace.
When you sign up for TikTok, you’re instantly immersed in an endless feed of videos that are tailored to your preferences. There is minimal distraction, with the emphasis instead placed squarely on a barrage of fun. TikTok doesn’t need you to tell it what to show you. Simply put, it has innate intelligence. Although there is a lot of science behind how the TikTok algorithm determines which videos to recommend, the process is completely transparent to the user.
How TikTok Chooses What to Show You Although the app is notoriously secretive about its internal workings, it has admitted that video views, comments, and other user interactions are used as ranking signals.
TikTok can learn which videos you enjoyed the most and use that information to personalise the content it shows you in the future.
TikTok’s “For You” Page: How It Operates
Each user’s introduction to what’s trending and what’s popular on TikTok can be found on the For You page. Here is where the TikTok algorithm really shines, presenting you with a diverse array of content from a variety of categories.
The number of followers is still a factor in social entertainment because you are more likely to see posts from accounts you follow, but it is no longer the sole determinant of success.
Here Are 5 Strategies for Maximizing Your Success With TikTok’s Algorithm
Keep up with the latest trends and tune into the music
Due to the fact that TikToks automatically play with the sound turned on, the sounds you use in them are the first impression that users will have of your content.
You have to show more nimbleness on Instagram
Although good content can still earn hundreds of views per day a year after posting (as Cocokind found in our case study), you will receive the most valuable engagements while you are on-trend.
TikTok is still a developing platform, so it’s important to test out new things there because the platform’s popularity and user preferences shift constantly. The brands that do best are the ones that capitalise on a new or developing trend, which in turn generates millions of views for the brand’s video.
Keep your posts original and avoid spamming
Even though TikTok’s algorithm is forgiving, it does restrict accounts that repeatedly post irrelevant content. When trying to increase your video’s virality, it’s best to avoid any tricks that require re-uploading the same clip multiple times.
The biggest hurdle for most brands looking to get started on TikTok is getting employees in front of the camera. By partnering with creators, you can bypass this requirement and still make great content. Users enjoy seeing familiar faces, so working with the same creators more than once can strengthen that all-important visual connection.
The emphasis must be on amusement rather than advertising
Users of the video sharing platform TikTok tend to be younger and are unfamiliar with the kind of direct advertising used on platforms like Instagram. Instead of emphasising the product itself, highlight the benefits it provides.
Custom benchmarking
This metric that determines the level of audience engagement with your content on a scale from 1 to 10, with 5 representing a typical level of engagement and 10 representing an exceptional level of engagement.