TikTok Algorithm | How It Works and How to Optimize It?

What is the TikTok algorithm?

Before answering this question, it’s worth explaining what TikTok actually is. It’s a social media platform where you create, share, and browse short video clips. It attracts and engages a billion monthly users. The advertising opportunities on this platform are impossible to overlook. But how can you use them effectively? That’s where knowledge of how the TikTok algorithm works becomes helpful.

Definition of the TikTok algorithm

The TikTok algorithm is a complex system that selects the content displayed on the main feed. It relies on machine learning, which allows it to adapt in real time to changing user preferences. It considers numerous factors to provide personalized recommendations and ensure the most engaging experience for each viewer.

How does the TikTok algorithm work?

On TikTok, the algorithm creates personalized content recommendations and suggests videos similar to those that users spend a lot of time watching. It relies on several factors to determine a user’s preferences and tailor engaging content accordingly.

• User interactions — all user actions: video likes, shares, comments, and followed accounts.
• Watch time — how long users stay on the platform and how much time they dedicate to specific videos.
• Profile data — age, gender, location, and user interests.
• Video content — audio tracks, text in descriptions, hashtags. If the content aligns with current trends, it’s more likely to be promoted by the algorithm.
• Geolocation and device settings — adjusting content to the device’s language settings and the user’s physical location.

How TikTok promotes content

There is no single rule that determines which content will be promoted and which won’t. This is due to the constantly evolving algorithm. Still, this does not discourage users — the scale of video publishing and engagement is greater than ever before.

But is there anything TikTok creators can do to please the algorithm and increase their chances of going viral? Yes! Understanding how the algorithm works provides the answer.

What does the TikTok algorithm reward?

Do you know how to get into TikTok’s algorithm? If not, use the guide below:

• Engagement on TikTok — the key to success on the TikTok app. User interactions and time spent on the platform matter. Likes, comments, and shares are rewarded.
• Trends — video content that aligns with what’s currently popular. The TikTok algorithm favors content that matches ongoing trends and challenges. This also includes using trending audio tracks and songs.
• A large follower base — users with more followers are also rewarded. This translates into higher video views.
• Consistency — regular publishing is beneficial. It helps maintain audience engagement, which in turn is favored by the algorithm.
• Longer content — the algorithm is more likely to promote longer videos, as they keep users engaged for a longer period. Offering valuable content that helps or gives something to users is also beneficial.

What NOT to do on TikTok

The list of prohibited behaviors is long — and quite reasonable. Above all, you must not promote dangerous challenges or post sexual, pornographic, or racist content. Also prohibited are hate speech, promoting illegal activities, copyright violations, or spamming to grow your account.

Violating TikTok’s content policies may result in having your content removed or your account banned.

How to grow quickly on TikTok?

Competition on TikTok is huge, and building your brand takes time. How can you speed up the process? Follow these 10 tips!

1. Focus on great content. What content does TikTok’s algorithm love? The most engaging and original videos. Publish interesting material to stand out from thousands of creators on the TikTok app.
2. Respond to trends and adapt your content to them. Noticed a challenge going viral? Join in to attract new audiences.
3. Use hashtags relevant to your content.
4. Create video series that continue a storyline — this helps retain viewers longer and encourages them to follow you.
5. Create duets and join challenges.
6. Publish regularly.
7. Interact with your audience.
8. Follow popular accounts and get inspired.
9. Develop your own style: Create content that reflects your unique style and personality. Viewers appreciate authenticity.
10. Use currently trending sound effects.
11. Enjoy what you do!

Optimizing your content for the TikTok algorithm

To reach new audiences, you must get your content into TikTok’s algorithm. It’s important to know the best times to post. Uploading videos while everyone is asleep wastes your content’s potential!

The most important factors in TikTok’s 2023 algorithm were watch time and the number of shares. Therefore, it’s crucial to create content users will want to watch repeatedly and share. What else matters? Video descriptions and hashtags. These increase your visibility. You can also create duets with popular creators.

Pros and cons of the TikTok algorithm

The TikTok algorithm has its benefits and drawbacks.

One undeniable advantage is content personalization. Most people prefer watching videos that match their interests. For example, my TikTok feed is mostly filled with marketing and dogs. This keeps me on the platform far longer than if I saw DIY or fashion videos — topics that don’t interest me.

Thanks to TikTok’s algorithm, videos can go viral and gain global popularity. This offers an opportunity to grow on TikTok or attract advertisers.

Another advantage for new creators is that TikTok has a low entry barrier. This means new users can gain popularity relatively easily.

TikTok is also a platform that encourages diversity, creativity, and innovation. It encourages users to experiment and create original content. This gives brands the chance to promote themselves in unique ways and stand out from competitors.

Risks and challenges: drawbacks of TikTok

The TikTok algorithm also poses certain risks — hence the frequently heard phrase “temperamental TikTok.”

One of the biggest risks is the potential for addiction. Because the algorithm tailors highly engaging content to each user, it’s very easy to get absorbed and spend hours on social media platforms like TikTok. This can lead to smartphone addiction and disturbances in daily functioning.

Another challenge is limited control over content selection. Even with advanced mechanisms, not everything shown to users aligns with their interests. No one has full control over what appears in their feed.

There’s also the risk of negative influence from TikTok content. The youngest users and those more susceptible to influence are especially at risk. And although the algorithm blocks harmful content, it doesn’t always happen quickly enough.

Another disadvantage is that the algorithm doesn’t reward content based on quality of information, but rather on attractiveness and viral potential. These don’t always go hand in hand.

Start publishing on TikTok with RodIN Marketing Agency

Social media is a powerful tool when used correctly. Growing on TikTok gives you the opportunity to gain worldwide popularity and brand awareness on a large scale. If you haven’t started building your social media presence yet, now is the time.

It’s also worth considering outsourcing your social media management to specialists who know the best practices and platform nuances. The marketing agency RodIN offers management of various social media channels, including TikTok, Instagram, and Facebook. Working with RodIN guarantees professionalism and the execution of well-thought-out creative ideas.

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Do you want to build a strong brand presence on TikTok? Write to us. Would you like to increase your potential customer base? We can help with that, too! We know what kind of content TikTok’s algorithm loves and will help you grow on this platform.