Are you new to TikTok? Maybe you’ve been creating on the app for some time, but still haven’t reached your target follower count. Or your content is constantly getting low engagement rates. The TikTok algorithm might be the reason – so you need to have a grasp of how the it works, and impacts your stats.
Here’s what you need to know.
How does the TikTok algorithm work?
Simply put, the job of the TikTok algorithm is to keep viewers consuming content on the app for as long as possible. Key to this is in showing content that users want to watch over and over again.
For this reason, the For You page is personalized to each user: it automatically shows content most relevant to their interests and previous behavior. For instance, if a viewer has been liking fashion posts with fashion hashtags, or videos that use the same set of sounds or music, similar content will pop up more often on their For You page.
This is called user interaction, which is one of the many factors the TikTok algorithm takes into account before serving content to viewers on the app. Alongside this, video information as well as device and account settings each feed into the algorithm.
1. User Interaction
This factor also takes into account the comments users post and the type of content they create.
Another key component in this is video completion rate. If a use watches your video until the end, it is more likely to be pushed again to the same user and other users’ who have similar interests, to gain more traction and generate more watch time.
To get more eyes on your content, produce videos that grab viewers’ attention and hold it until the end. Teasers and big reveals at the end of your clips could help you do this, increasing your videos’ completion rates which, in turn, will get them distributed again and more widely by the TikTok algorithm.
2. Video Information
The TikTok algorithm is all about pushing similar content to users who are likely to engage with it repeatedly. So, if a user searches for a particular hashtag and watches videos against that hashtag until the end, similar content will come up on that user’s For You page.
Think of video information as user data gathering for TikTok. The app gathers your likes and dislikes, which helps TikTok identify which content to show on users’ For You page and get them scrolling indefinitely!
Similarly, when users have liked or saved a particular sound, creators who have used that sound in their content will appear more frequently on their feeds.
3. Device and Account Settings
The location, language preference, and device type chosen by users when they first set up their account all feed into the algorithm: it decides which videos should initially appear on the For You page based on this information.
From there, user interaction and video information kicks in and enables the TikTok algorithm to identify what type of content interests you the most.
Now that you understand how the TikTok algorithm works in a nutshell, the question remains: how can your content get tons of viewers like those viral influencers?
How your content can go viral on TikTok
Going viral is something that many creators long for, yet few ever achieve. Attaining viral status is usually the main goal for anyone wanting to make it in the influencer industry. But before jumping in, have you picked a niche yet?
Niche is so important in your branding as a content creator. What type of content do you want to create? Are you a fashion or make up expert? Are you a busy mum wanting to offer advise to others in the same position? Being crystal clear on your niche makes it easy for viewers to know what to expect from your content, and to discover it in the first place. It gives your creator profile consistency and, over time, will establish your online presence. Having a defined niche doesn’t mean you can’t ride the latest trends – you can adapt them to your own style and personality.
If you haven’t yet figured out your niche, take time to brainstorm and experiment with various types of content you have an affinity with and see which ones resonates more with the audience. Don’t rush this process and get more focused overtime – you don’t want to be too scattered or your content to appear unplanned.
Identifying your niche is just the first step. Produce quality content, often and frequently (up to a few times per day) to gain a following in your niche and build up your credibility. Going viral isn’t something that can be predicated – the TikTok algorithm keeps evolving, so it’s far from an exact science. But being clear on your niche and being consistent with your content production process will go a long way.
Things to keep in mind
Here are a few things you need to keep in mind to make sure your content actually shows up on your audience’s feeds. The TikTok algorithm is more likely to push your content to a broader audience if you get these right.
Make the most trending sounds
Using trending sounds can help your content be pushed to a wider pool of users’ For You pages. Keep track of what’s trending by checking the “sound” section inside the app. This will show you the top 10 trending sounds or tracks. Incorporate these in your videos to ride the trend.
Don’t just blindly use whatever is trending, though: make sure it fits your content’s type, tone of voice, and your own personality. Some tracks are much more humorous, some are motivational or uplifting, whilst others are emotional. Make sure the sounds and music you use match your content. Again, being consistency across your video might help so viewers remember you and your content more vividly.
Also, don’t overuse the same sounds. Some influencers have created a sense of comedy and gimmick by using the same sound over and over again, but it’s a risky bet and gets repetitive. Using trending sounds isn’t enough; keep in mind that the TikTok algorithm won’t push two posts with the same sound or music at once.
Maximize the use of hashtags
You should never underestimate the power of hashtags on TikTok. Using hashtags correctly will help you attract the relevant audience to your account. Hashtags should be specific to your niche and relevant to the content to be easily discoverable, and you should also include generic keywords that apply across the platform.
For every post you publish on TikTok, use at least one of these main hashtags inside your caption: #fyp, #foryou, and #foryoupage. These hashtags help your content appear on users’ For You pages.
To discover trending hashtags, simply click on the “discover” tab inside the app.
Some top tips:
- Use 6 to 8 hashtags per post. Make sure you don’t go overboard with hashtags: doing so can reduce the chances of your posts being served to a larger audience.
- Mix popular hashtags with more specific ones related to your niche.
- Join hashtag challenges. Keeping an eye out for these challenges can absolutely help your account gain more traction. Plus, joining challenges will help you create even more content, and inspire your creativity when you feel stuck in a rut.
Favor short-form videos
Gen Z’s have an attention span of about 8 seconds, while Millennials have 12 seconds. Keep most of your content within 15-second duration – short and punchy. Find ways to grab viewers’ attention within the first few seconds, by being entertaining or teasing what’s coming next to create a curiosity gap.
Add a bang to your videos with filters
In addition to starting your videos with a bang and being brief, create high-quality content. This doesn’t mean you can’t go viral without professional filming equipment, but be sure to utilize the best features offered by the app. There are many top TikTok filters you can use to make basic content stand out more.
Study your post analytics
Pay close attention to each video you post. You need to study the data behind your content and understand the analytics behind it. Look at your engagement rate across videos and understand who your audience is so you can adjust your content as you go along.
This will help you get an idea of when to post for maximum reach, and what type of content tends to do best in terms of views, like, comments and overall engagement. Don’t let it necessarily dictate your next piece of content, but definitely be mindful of your stats and review them on a regular basis, for example at the end of every week.
Build genuine relationships with your audience and other creators
TikTok was built to create a sense of community for users, especially compared to other social media platforms.
Engage with other content creators by liking, following, and commenting on their posts to encourage them to do the same for you. The more other creators interact with your content, the higher your engagement rate will be and the more chances your content will land on more user feeds. The same goes for your regular viewers.
Another way to spark interaction on your posts is to incorporate call-to-actions to your caption or even via on-screen text in your videos. A good example of this is Suede Brooks‘ outfit dilemma. She tries on multiple outfits and asks viewers to vote on which one she should wear. This creates a special relationship with the creator, which a lot of people love and is a big reason for why they are using TikTok in the first place.
A quick tip here: once you hit 1,000 followers on TikTok, take advantage of the “live” feature. Go live once a week or every time after you post, when your audience is active and most engaged.
Algorithms on Other Social Media Platforms
Algorithms on other platforms are somewhat similar to how TikTok’s algorithm operates. Here’s a quick social media algorithm rundown.
Instagram’s algorithm has had so many changes over the years. For your post to appear on someone’s feed, it should have generated many interactions, including comments and saves on your posts (not just likes). Similar to TikTok, engagement plays a major part in making your content stand out and get distributed more widely by the algorithm.
A popular Instagram feature you can take advantage of is Reels. Reels are short-form videos that can quickly boost your posts into your followers’ feeds ,and even on the main “discover” tab.
As with TikTok, you need to use the appropriate mix of hashtags, create short-form videos and high-quality content, track your insights and keep adapting your content, and build meaningful relationships with your followers to succeed.
Facebook’s algorithm has also gone through notable changes throughout the years. To keep it simple, the app lets users personalize their data, so they get to see more of what interests them most. The algorithm will score each piece of content in descending order based on any given user’s interests, and this occurs every single time the user refreshes their feed.
However, unlike other social media apps, Facebook is much more focused on promoting content from existing friends and followed pages than pushing brand new content from sources outside of users’ circle of connections.
So, this ranking process is based on 3 factors:
- The author of the post: users will typically see content from sources they interact with, including friends and businesses or pages they follow.
- Content type: users who mostly like, comment or share videos will get served more video content; vice versa for images or text-based content.
- Interactions with the post: users’ feed will prioritize high-engagement posts, and again most likely from sources they already know.
YouTube
YouTube’s algorithm works much the same way as TikTok’s and Facebook’s. It recommends and suggests videos that are likely to engage viewers based on their most recent searches and behavior on the platform. It does so across 3 sections: the home page, search results, and suggested videos based on viewers’ watch history.
The discovery system looks at 3 types of factors when deciding which video to promote to which user:
- Personalization: taking into account the viewer’s watch history and preferences.
- Performance: how successful the video has been to date.
- External factors: trends from the overall audience or market.
Given the proliferation of content on YouTube over the past years, there’s been a clear driver for higher quality content compared to other social platforms. Great story telling, well researched, informational content and top quality visuals are often needed to stay relevant.
Wrapping up
Going viral on TikTok or any social media platform isn’t a piece of cake. But, if you know how the TikTok algorithm works inside out and feed it more of what it wants to see, you’re more likely to see your content distributed across users’ feeds more frequently.
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