The TikTok Algorithm: How it Works & How to Use it
In 30 seconds:
Posting on TikTok but not getting views? You need to learn how the TikTok algorithm works.
Many brands want to create viral content. If you understand the TikTok algorithm, this is more likely. But - more importantly - these TikTok content tips will also help you create a sustainable content strategy.
Here's how to reach the right audience, create high quality videos, and find a TikTok community who invest in your brand.
The TikTok Algorithm has been a hot topic ever since the app's initial rise to popularity - and it continues to draw huge intrigue amongst marketers. But how does the TikTok algorithm work, and how can you use it to your advantage?
A huge number of people use TikTok (the app reached 1 billion users way back in 2021), so it's a great place to grow your brand's fame. Increasingly, TikTok is also where people are doing their internet searching. This means TikTok can seriously boost your brand's findability, too.
A November 2023 study found that TikTok is streets ahead of Google when it comes to “how to” and commercially-motivated searches – in fact, the latter’s search volumes are now up to 10 times bigger on TikTok than on Google in verticals like fashion, automotive and finance.
In this article, we'll explain how the TikTok algorithm works in 2024 (including TikTok SEO principles), what video information signals it prioritises, and how to use it to make your target audience fall in love with you.
The TikTok algorithm: why brands should care
Why is TikTok’s algorithm so talked about? Answer: because it’s so intuitive.
The TikTok algorithm is a system that recommends content to users on their For You Page. It does this by assessing the content they've already enjoyed - and no two TikTok users' feed is the same.
When you open TikTok, you're greeted with a mix of content from accounts you already know and new accounts you've never seen before. When TikTok debuted, this was new-fangled stuff: most other social media platforms' home feeds mainly featured accounts you've chosen to follow (such as your friends, family, plus brands or influencers).
Of course, other platforms have now sought to emulate Tiktok's experience - but TikTok's recommendation system is still unique, because it's along an interest graph first and foremost.
For creators (or brands creating content), this means that any TikTok video you post, if it's deemed valuable by the TikTok algorithm, can be recommended to your ideal audience - and even go viral - regardless of whether you have millions of followers or none at all.
This is HUGE news for brands. It means that the TikTok algorithm has the power to showcase you to huge swathes of your target customers.
How the TikTok algorithm works
If TikTok is all about connecting videos with people who are most interested in them, you may wonder “Why can’t I simply put my video up and hope for the best?”
Well, you can. And it can work. After all, this is why accounts seem to go viral on TikTok, seemingly randomly, all the time. But that's the thing - this approach is random. If you want traction, you need to understand the principles at play behind the TikTok algorithm. If you know what the recommendation system is looking for, you can reach bigger, better audiences without having to rely on chance.
Landing on the right strategy for your brand on TikTok isn't one-size-fits-all, but there are fundamentals that underpin every viral video, and every great brand campaign we've run on TikTok. So - what are they?
Our winning principles are based on TikTok's own insights. TikTok themselves shared how content reaches your For You Page by explaining that the TikTok algorithm assesses "a combination of factors – starting from interests you express as a new user and adjusting for things you indicate you're not interested in, too.”
Below, we'll dig into these factors. Plus: we'll explain how you can use these factors as a brand, so you can get on the For You Feed of your ideal audience.
Factor 1: User interactions
As a TikTok user, the way you behave when you see a video on the app tells the TikTok algorithm a lot about how 'good' the video is, plus your own interests. If you seem to enjoy the video, TikTok will show that video to other people who are like you - and it'll also show you more similar videos.
These are the user interaction signals the TikTok algorithm assesses:
Likes, Shares and Follows - If you see a video and actively engage with it, it indicates to the TikTok algorithm that you are interested in this type of content - and that this video is a good example to show to other TikTok users like you.
Comments: Did you know that 77% of TikTok users say they often or always read the comments on TikTok posts? If you leave a comment yourself, this is a key signal to the TikTok algorithm that you're deeply interested in this content.
Completions and Re-watches - TikTok’s algorithm takes into account whether you’ve watched a video right to the end (completion rate), and whether you’ve re-watched it, to determine whether you found it engaging - and whether you’d like to see more videos like it. However, this is a lower priority.
How to use this as a brand:
Get to understand the kind of content your ideal target audience likes to see on their TikTok feed. This is easily done: simply act like your target audience. Set up a non-business account and start following hashtags and TikTok creators and similar brands in your niche. When you see relevant content, like or comment. You'll start to see exactly the kind of video that the TikTok algorithm considers ideal for your target customer.
The more you explore this way, the more insight you'll gain into what features encourage the TikTok algorithm to showcase videos in your niche. You'll see trending sounds, filters and even trending hashtag combinations to use. Make a note of what's working and use this to fuel videos you create on your TikTok business account.
You'll often see advice saying to prioritise shorter videos on TikTok. This is because shorter videos are more likely to get a high completion rate. However, this guidance is somewhat out of date, as TikTok is pushing some longer video formats. Instead, we advise getting to understand your existing community, and what kinds of videos get more engagement from them.
Factor 2. Video subject matter & compatibility
We've clarified how TikTok determines whether you like the content it shows you. But how does it know what the content is actually about?
The TikTok algorithm uses several video information factors to index your content - i.e. to work out what the topic of the video is. The key signals at play are:
Captions, Hashtags and in-video text - Marketers have used relevant hashtags to label content and help it find the right audiences for a long time. TikTok goes further. Hashtags tell the TikTok algorithm what the video is about - but the caption and even in-video speech also do this. Yep - the TikTok algorithm is assessing most of your text for relevant keywords.
Sounds and Effects - TikTok shares videos featuring trends centring on sounds and effects amongst similar users. This means the way you use TikTok’s tools, including the trending songs or audio you use, tells the algorithm about what content niche you're in.
Similar accounts that are liking the video - if the video is popular with accounts that like similar content to you, this indicates to the algorithm that this is a relevant video to showcase.
How to use this as a brand:
You may think that your principle job is to find trending hashtags here - but there's more to do. Use a hashtag to tell the algorithm what your video is about, then combine it with a relevant trending hashtag or two to increase visibility. Keep your caption engaging and easy to read, but try to include one or two relevant keywords here too. If you speak or use voiceover, ensure subtitles are on.
TikTok is doubling down on its search functionalities, so a search engine optimisation mindset will help you influence the TikTok algorithm here. If you're not sure what keywords to include, a good tip is to look at previous high performing videos on the same subject, or even to look at the blue highlighted text in related video captions.
Factor 3. TikTok users' device and account settings
The user's device and account settings are technical factors that inform the TikTok algorithm. These don’t have as great a weight as interactions or topic information, but they are still important factors that make the TikTok algorithm work. They are:
Mobile device type
Location or country setting
Language preference.
Sound is integral to the TikTok user experience, so the TikTok algorithm assesses language preferences to ensure you're understanding what's being said on the video. For a smiliar reason, it will also factor which country you're in. This is also what helps users interact with more local businesses and trends: again, Tiktok is prioritising relevancy here.
How to use this as a brand:
Firstly, ensure your TikTok business account is set up correctly with the account settings TikTok associates with your target audience - otherwise, you may find you're reaching the wrong people.
Regarding language preferences, this can be influenced by your user interactions, so be careful to create and engage with content in the same language.
Finally, as a brand it's important to work with influencers in the same market as your target audience. If your brand operates only within the UK for instance, it may be better to work with a UK-based influencer.
Things TikTok won’t show on the FYP
You won’t be shown content on your “for you page” that:
You aren’t interested in. If you'e tapped “not interested” on a video, TikTok will avoid sending you content similar to it.
Is something you’ve already seen. The algorithm strives to supply fresh content consistently.
Registers as duplicate content. If there are two videos with the same content, TikTok will not send it your way.
Is spam. Anything flagged as not legitimate will not be shown.
Could be unsafe. User safety is paramount. TikTok moderators seek to create a safe environment, especially for younger users. Damaging or potentially upsetting content, therefore, is out.
How to use this as a brand:
Hopefully, creating content that goes against TikTok's safety guidelines (such as graphic medical procedures) isn't on your marketing to-do list. But if you're tempted to share the same videos over and over, for instance, be advised: TikTok will hide videos that register as duplicates.
TikTok's algorithm rewards users that consistently create content that viewers find relevant and rewarding. Once you're familiar with what your audience wants to see, it's vital that you use this to create engaging, original videos.
Extra tips to get the most of the TikTok algorithm
So now you understand the theory behind what makes a video get on the right side of the TikTok algorithm, let's look at some quick best-practice tips to get you ahead.
1. Encourage engagement
When you share a video on TikTok, the algorithm 'tests' it by sending it to a random group of users' 'For You' pages - but not for long. In this short time period, the algorithm will scrutinise how these users engage with your video.
Remember how we said the algorithm is looking out for interactions? Now's the crunch time. You need to make content that's irresistably engaging, so that users can't help but like, comment on, or share your video. But how do you encourage people to react in this way?
If you're new to TikTok, this is actually a blessing: use your video as an opportunity to ask questions and get to know your audience better.
If you're more established on TikTok, consider this: TikTok is where people connect with their peers, often to discuss trending subjects. Is there fresh, interesting news in your niche that you can comment on? Keep a look out for hot or newsworthy topics and create a space for people to connect.
Mixing up this topical content with more evergreen or playful Tiktok videos will help you surface regularly on For You feeds.
2. Optimise your content for TikTok SEO
We mentioned above that TikTok is doubling down on search. In 2024, TikTok's algorithm is increasingly becoming a hybrid:
The familiar For You Page serves users a tailored, passive feed of content recommended by the original TikTok algorithm framework.
But the search engine function serves users who are more actively searching for content. The TikTok algorithm here is guided by search engine principles, such as keywords, but is also underpinned by more social media platform-first principles, such as the social key ranking signals we discussed above.
Most TikTok experts will tell you that to optimise your video content for TikTok SEO, you need to include keywords in your content. But this video information is only part of the story. Hashtags and descriptive copy will help the TikTok algorithm index your content, but you also need to make great social video content. If your particular video bores your audience to tears, it'll never beat the TikTok algorithm - even if it's super relevant to your topic.
You need to think like a content creator: How can you capture your audience with a hook, and keep them interested, engaged, and following?
Speaking of...
3. Embrace what makes TikTok "tick"
What's TikTok known for? Why are your audience going to TikTok?
TikTok is all about fun. Whereas social media platforms like Instagram demand perfection, TikTok is more laid back. It's known for vertical (i.e. upright) videos, where you'll find trending songs, hilarious trending audio, and often entirely viral video content that gets people talking or joining in.
Everything you do on TikTok should go back to this. This means:
Keep your videos upright. Did you know that vertically-shot TikTok videos have a 25% higher watch-through rate? If you're shooting a TikTok video, keep your phone upright!
Don't force yourself to be perfect. 64% of TikTok users say they can be their true selves on the platform, and they expect you to do the same. Use TikTok to showcase your fun side. If you can show the real people behind your brand, even better: it doesn't have to be the big boss, either - in fact, we've seen interns go viral!
Be creative. TikTok is where people take inspiration from one another - so if you can start a trend rather than follow them, you're onto even more of a winner. For example, don't just keep an eye out for trending sounds - create one yourself. Think about how this sound could be easily co-opted by other TikTok users as fun and easy videos to recreate.
Be chatty! Use TikTok's own tools like the 'duet' or 'stitch' feature to respond to other people's content, comment on other people's videos, and encourage conversation in your own comments.
Remember: when you see people chatting in your comment section, it's a huge opportunity: respond in a humorous way to encourage more people to comment. You can also use comments as prompts for new videos, to show that you're listening to your community.
We’re with Real Housewives on this one: no bores please.
Make the TikTok algorithm work for you
Phew, that was a lot of information. But what's the TLDR takeaway?
The TikTok algorithm can make you go viral, even if you don't have a huge follower count. But to create content that reaches the right audience for your brand, you need to include video information that helps the algorithm understand what your video is about, and you also need to prompt the right user behaviour. No boring TikTok videos, please.
If making engaging videos and reaching an ideal TikTok audience sounds scary, don't worry: we're great at it. With our in-house creative team and strategic influencer marketing experts, we're well equipped for all your social media marketing needs.
If you want to reach new users and optimize performance, get in touch - we'll help you make TikTok videos that get everyone talking.