If your brand is using TikTok for marketing, you are probably looking for a way to gain traction on the platform. How can I get more views and followers on TikTok? So how do you get more people to discover your content first? Understanding how the TikTok algorithm works is the key to making this platform suitable for your brand.
This guide explains what the TikTok algorithm is and how it works. More importantly, it provides practical tips on how to “hack” an algorithm. Let’s dive in.
What is the TikTok Algorithm?
The TikTok algorithm is a system that provides personalized content recommendations to each user. Your personal interests determine which videos you may like and display them on your For You page.
As a result, the For You page is highly personalized for each user. What you see on your For You page is not the same as what you see on a friend’s or colleague’s For You page. People who watch a lot of beauty and makeup content will naturally see more recommendations for similar videos. However, these videos are rarely seen by those who primarily consume content related to sports and games.
This also means that the type of content you view on this page will change over time as your viewing behavior and preferences change. For example, if you’re new to DIY projects, you can watch more DIY related videos on our For You page. This happens when you get involved with more crafting and DIY content.
How does the TikTok algorithm work?
Now you may be wondering how TikTok knows what content to recommend. The TikTok algorithm considers several factors to determine which videos users will like.
Let’s take a look at the most important TikTok ranking factors that affect the videos displayed on the For You page.
User interaction and behavioral cues
One of the most important considerations TikTok makes is how users behave in your app. This information allows the platform to better understand each user’s unique preferences and how they change over time. It then ranks the videos according to how aligned they are with these behavioral cues.
The TikTok algorithm considers the following key data signals:
- Like and share the video
- Accounts you follow
- Posted comments
- generated content
- finished video
- favorite videos
TikTok uses this information to understand the types of videos you want to watch and the creators of the content you enjoy. This means you are more likely to recommend videos that are similar to those you’ve watched and interacted with before. They are also more likely to prefer videos from creators with content they engage with on a regular basis.
Video information for content discoverability
Information about the video itself, such as captions, hashtags, and sounds, also helps you understand how TikTok ranks your content. This is primarily because we can use information to understand what content is and when to display it on a user’s For You page.
Device and account indicators
TikTok also looks at each user’s device and account settings to optimize performance. Key information is:
- country setting
- Language Preferences
- Device type
- Choose a category
However, users don’t weigh it as much as the other two factors because they don’t actively express their preferences. This means that the algorithm is more likely to give more weight to indicators of interest, such as watching the video as a whole.
6 Tips to Make the TikTok Algorithm Work
Looking at these ranking factors, we can say that the most important way to “hack” an algorithm is to drive engagement. This can seem like a challenge if your brand is new to the platform and is still building the next.
The good news is that TikTok doesn’t consider the number of followers or the history of your top performing videos as direct ranking factors. This will make it much easier for new accounts to reach the relevant users’ For You pages if you take the right approach. For reference, here are some tips to increase your chances of using the TikTok algorithm:
1. Make the first few seconds important
TikTok prioritizes factors such as whether a user has finished watching a video or not. So, you need to create engaging content so that more people can watch your video from start to finish. To do this, you need to hook them up to grab their attention in the first few seconds and make them want to watch the rest of the video.
In other words, skip the intro and jump straight to the good part in the first 2-3 seconds. TikTok is a fast-moving platform, so there can’t be any slow builds where viewers can lose interest. Otherwise, viewers may become impatient and quickly jump to the next video in the feed.
Depending on the content, you may need to use text overlays, voiceovers, or sound effects to make the first few seconds meaningful. The goal is to instantly show the value of your video so viewers can stay on track.
Here’s an example from Colorpop Cosmetics where a text overlay tells the viewer why they should watch the video.
2. I prefer shorter videos.
TikTok recently expanded its max. 10 minutes video. However, longer videos do not necessarily benefit the TikTok algorithm. As mentioned above, the video completion rate plays a significant role in the algorithm. Now, what is the probability that people will watch the full 15 second video and the 10 minute video?
Create short, compelling videos that engage your viewers from start to finish. This doesn’t mean you shouldn’t experiment with long format videos, especially if they better fit your brand identity, message, and goals. Don’t forget to keep some of your videos short.
3. Post timely
As with any other social network, time is key in TikTok. The algorithm checks the participation of the video and ranks it appropriately. In other words, the more engagement you have, the more likely your video will appear on the relevant users’ For You pages. In other words, to improve visibility on the platform, you need to get as much engagement as possible within the first few minutes of posting.
Posting TikTok videos when your audience is most active will help you achieve this goal. Generally, the best time to post on social media is 9am or 10am Tuesday through Thursday. But every audience is different. To access your follower activity and see when your audience is most active, your best bet is to look at TikTok analytics.
4. Make a trendy sound suitable for me.
TikTok is a platform focused on audio where songs and sounds go viral quickly. In fact, it is one of the few social networks that allows users to perform searches using audio. So it’s no surprise that the audio you use affects the discoverability of your videos.
When someone interacts with a video that uses a particular audio track, the TikTok algorithm uses other videos that use the same audio as a recommendation signal. In other words, using popular songs and sounds in your video can improve content visibility. If you spot an emerging trend on the platform, don’t be afraid to use audio in your own video if it’s relevant.
Revolve always includes fun and popular music on TikTok videos.
5. Raise the hashtag game level
If you thought hashtags were just for Instagram, think again. The TikTok algorithm uses hashtags to understand what a video is about and how it is classified. In other words, if you want TikTok to show your videos to the right users, you need to use hashtags related to your video and your brand.
For example, Duolingo uses the hashtag #LearnOnTikTok in the following video. This has to do with a video that teaches Italian words.
Even better if you can use trending TikTok hashtags that are already gaining a lot of visibility and engagement. For example, you can add your own twist by taking part in a popular hashtag challenge. These popular hashtags can inspire content creation. It can also increase your content visibility as it is already popular on the platform.
The Trends section under the Search tab can display hashtags that are currently trending. Research each popular hashtag to discover opportunities your brand can take advantage of.
6. Write keyword-rich captions
Captions can be kept short or blank, but even better if you can use them to your advantage. Write captions related to your videos so the TikTok algorithm can understand what your content is.
You can make the most of this space to include keywords related to your video. This will make it easier for TikTok to understand what the video is about and show it to the right users. That said, avoid filling captions with keywords. Instead, use keywords strategically to construct clear, easy-to-understand sentences that are relevant to your content.
See how GoPro uses keywords like “ski-joring”, “Colorado” and “sports” on the following TikTok.
Become a TikTok sensation
Participation is key to making the TikTok algorithm work. Use our tips to drive visibility and engagement on your platform. If you’re still new to the platform, get inspired by our guide to managing social media campaigns.