Ahhh, Tiktok. Who could have predicted that this Gen Z darling would become the second most-downloaded iPhone app in 2020?
(In fact, it’s expected to surpass 1.2B monthly active users this year!)
Although it historically appealed to a younger audience, TikTok use has grown across all age groups. At this point, it’s clear the social platform isn’t going anywhere, so it’s worth exploring as a potential platform for your business.
But social media algorithms are far from a marketer’s best friend. And like all other social platforms, TikTok uses an algorithm to determine what users see. Fortunately for you, TikTok’s US execs have shared what matters most to the algorithm. Let’s dig into what the TikTok algorithm affects and how you can use it to your advantage.
Don’t Worry, Be Happy
Before we dive into the inner workings of the TikTok algorithm, let’s first start with a couple of things you don’t have to worry about.
- Followers: That’s right! You can breathe a sigh of relief if you’re new to the platform. Of course, having more followers can lead to more visibility, but this is inherent and not due to preferential treatment by the “algorithm.” In other words, TikTok doesn’t punish you for being a noob.
- Past video performance: Videos are recommended based on their individual merits and quality. This does mean you’ve got to bring it every time you make a video, but you don’t have to worry as much about your past performance.
- Ads: Don’t bother paying for ads to get views—you’re better off making actual TikToks that people want to watch. Not only will this save you money in advertising, but you’ll be much more likely to go viral.
The TikTok Algorithm
To understand the TikTok algorithm, you need to understand how users discover content on TikTok:
- Following page: The following page is content that you haven’t seen yet from accounts you’re following. It’s similar to your Instagram feed.
- Discovery page: The discovery page is where users can search and explore content using keywords and hashtags.
- For You page: The For You page (FYP) is where the magic happens. This is the only section where the TikTok algorithm is active.
The TikTok algorithm is meant to show users the videos that will interest them the most and hold their attention.
Since it’s based on the preferences and an individual user’s activity, each FYP is carefully curated—no two are alike. The TikTok algorithm looks at 3 things to curate a user’s FYP.
1 – User Interaction
Users will see more content from creators they engage with. This is important because it means users will see content from people they aren’t following, but whose content they enjoy.
Video likes, shares, and comments are always helpful, but the TikTok algorithm also takes into account how long a user watched a video and if they watched the whole thing.
2 – Video Information
Aside from user activity, the TikTok algorithm also looks at a video’s attributes to determine if it’s a quality video. This includes things like:
- Finish rate
- Captions
- Sounds
- Stickers
- Hashtags
3 – Device or Account Settings
Okay, these admittedly carry less weight than user interactions and video information, but they’re still part of the TikTok algorithm. Account settings like language, country, and device type will affect what TikTok users see.
Going Viral Through The TikTok Algorithm
The viral video: this is what all creators want, right? But how can we take what we know about the TikTok algorithm and use it to create videos that have a better chance of going viral?
I’ve got you. Here are some tips on how to use the TikTok algorithm to your advantage:
- Create shorter videos: We know the algorithm rewards videos that are watched from start to finish, so make shorter videos that are easier to finish! A good length is around 15-20 seconds. The first 3 seconds should really hook your audience and the rest should be punchy enough to hold their interest.
- Get trendy: TikTok rewards videos that follow trends, so if you add trending effects and sounds, your video is more likely to show up in people’s FYP. Effects can be found in your Discover tab—check out what’s popular right now. Sounds are a little trickier, but you can find them in your FYP or by opening your video editor and clicking the Sounds tab.
- Include captions: Be sure to add captions to your videos. Don’t be afraid to show off your personality and sense of humor here! Keep them short, sweet, and snappy (150 words or less), and always include a CTA. Even something as simple as, “Leave a comment and let me know what you think!” is better than nothing.
- Up your hashtag game: Go beyond the generic #fyp; try to find hashtags that are more relevant to your content. And don’t be afraid to jump in on the “hashtag challenge” bandwagon—they can have a significant impact on your visibility.
- Be interactive: Post consistently and interact with your followers. Don’t just post a video and hope that people respond to it: get out there and support other creators, too! Comment on other creators’ TikToks to get more traction on your own account. They’ll be more likely to return the favor when you publish something new.
The Bottom Line
There’s no doubt the TikTok algorithm, like all social media algorithms, is tricky to figure out. But at the end of the day, you can’t go wrong with posting consistent, quality content and following the trends. Instead of worrying about garnering followers (and the inevitable bots that come with it), TikTok gives you the freedom to focus on quality. As a newcomer, the TikTok algorithm can actually work in your favor, rewarding you for creating good content.