TikTok is undoubtedly one of the most addictive social media platforms, attracting over 2.18 billion active monthly users. However, several marketers and creators still do not understand the secret sauce that makes the app so addictive. The answer is not just in the dance moves or trending sounds but, in a host of signals weighed and analyzed by the TikTok algorithm.
The TikTok algorithm is about building communities of people clustered around common interests and passions. Understanding how the algorithm works and your audience will set you up to create content that resonates, gains traction and generates real business results.
This article will explore the TikTok algorithm, how it works and how you can leverage it to boost your visibility and engagement on the app and attract more followers.
What is the TikTok Algorithm?
The tiktok algorithm is a proprietary ranking system that determines the particular videos to recommend to every user on the platform. It decides the videos that appear on a user’s For You Page. The algorithm is designed to keep users engaged by showing them videos that they are most likely to enjoy, depending on a wide range of signals.
The tiktok algorithm prioritizes content relevance over the popularity of the creator. That means new users with zero followers can have their content pushed to larger audiences. Provided that the content aligns with what the algorithm thinks people would love to see. The algorithm is built around the goal of maximizing watch time and engagement by showing the right content to the right user at the right time.
How the TikTok Algorithm Works
The TikTok algorithm works by analyzing thousands of signals by users to determine the kind of content that they most want to see. Those signals include TikTok likes, comments, follows and the duration of time that users spend on a particular video. The signals determine the videos that appear on your For You Page and the order in which that happens.
TikTok’s FYP has significantly transformed the way we consume content. It is the first page that users encounter on the app, filled with recommended content and videos that get more accurate as you spend time on the platform.
Unlike the YouTube and Instagram algorithms, the TikTok algorithm serves a mix of quality content from creators that you follow and those that you are yet to discover from a given page. The blend of familiar and new content is meticulously tailored to user preferences, making the app fresh and addictive.
At its core, TikTok algorithm prioritizes some key elements or ranking factors. They include;
User interactions
Every action that a user takes on TikTok gives the app information about the kind of content that you are most interested in. The for you page thrives on engagement, followers, interactions with creators and various other factors. The following are factors that the algorithm takes into consideration;
- Videos that you have liked on shared
- Videos you have added to your favorites
- Videos you have marked as ‘’not interested’’
- Videos that you have reported as inappropriate
- The accounts you follow
- Comments you have posted on the app
- Creators or sounds that you have chosen to hide
- The amount of time you spend watching a video
- The content you create on your account
The positive signals tell the TikTok algorithm to serve more similar content while the negative ones will prevent similar content from showing up in your feed.
Video information
The TikTok algorithm also gathers data about the videos that you seek out through search and the overall types of videos that you watch in general. The key video information signals include;
- Sounds
- Captions
- Hashtags
- Effects
- Video length ‘
- Trending topics
Device and account settings
The device and account settings does not carry as much weight as user interactions and video information signals. However, it is still a key factors of consideration by the algorithm. They are the settings that the app uses to optimize performance. TikTok does not consider them to be quite relevant since they are based on one-time settings choices instead of active engagements.
The key device and account settings included in the TikTok algorithm include;
- Language preference
- Country setting (you are more likely to see content from people in your own country or videos that are popular in your country)
- Type of device
- Categories or interest you selected in your new user preferences
Sometimes, you may not be happy with the recommendations that you are getting. If that is the case, you can reset your own personal algorithm in just a few steps. Click on Settings and Privacy, tap Content Preferences then, Refresh your FYP. That will enable you to start with a clean slate of popular new content.
Strategies to Leverage the TikTok Algorithm
The following are ways to harness the TikTok algorithm to enhances the reach of your content and engagement on the app.
Find your community
Connecting with existing communities is crucial on every social media channel. However, the way TikTok algorithm works makes it even more important to engage with specific subcultures on this platform than other apps such as Facebook.
On other social platforms, people spend most of their time engaging with people they already know or accounts they already follow. However, tiktok users engage with content primarily through the FYP feed, often filled with fresh content from entertaining strangers. Those strangers can quickly join communities
TikTok users are four times more likely to say that the platform is the best for those who wish to be part of a community. And, about 72% of women on TikTok says it is easier for new communities to bond and connect over shared life experiences on the app.
TikTok describes it community culture in a broad statement: communities shape their own lingo, styles and aesthetics that are distinctly unique to the app, yet they remain inclusive, inviting everyone including brands to join in, explore and co-create.
Tapping into an existing community has the potential to amplify your content to that audience. Besides, TikTok subcultures tend to cluster around hashtags. Some of the fastest growing communities on TikTok to consider joining include;
- #BookTok – This community of book lovers attracted over 1.2 million posts in the first ten months of 2024.
- #SportsOnTikTok – This hashtag experienced a 350% increase in posts in 2024.
- #Science and #STEMTok – Tiktok’s dedicated stem feed became available to all users by default in 2024. The #Science hashtag saw a 45% increase in posts in 2024.
Understanding your most important subculture can also help with planning effective content creation. It can assist with developing content that connects with your audience authentically, enhancing credibility, brand loyalty and increased exposure. Many TikTok users are more drawn to brands that are part of special interest groups on the app.
TikTok’s Audience Insights can help you to find your subculture by identifying the interests and hashtags most relevant to your target audience. Open the TikTok Ads Manager and hover over the Analytics, then click Audience Insights.
Optimize for search
TikTok users treat the app like the short-form video version of google. The Gen Z, who are the largest demographic on TikTok uses the platform as a search engine. That is why search engine optimization (SEO) should be an integral part of any TikTok social media marketing plan. Optimizing for search is essential to attracting more followers on TikTok.
TikTok SEO is critical to teaching the algorithm just what your content is about and, to allow other interested users to find it. Here are more tips on how to optimize for TikTok SEO;
- Understand what your audience is searching for: look at the hashtags that are popular on tiktok within your niche. You should also consider the questions that you and other creators in your niche receive in the comments. Search for keywords that resonate with your content ideas and, check out the keywords that others searched for. TikTok’s Creative Center is also a brilliant source of popular content including trending songs and upcoming creators. You can also use keyword research tools like Google Trends and Exploding Topics.
- Identify your keywords: choose about 2 to 3 keywords that will match common search terms from your audience. When creating content, make sure the video actually covers those topics or answers those questions.
- Optimize videos with keywords: when uploading videos, try to weave your keywords in as many places as possible. Use the keywords in the video caption, captions and even on-video text.
Maximize the first moments
Tiktok moves fast and you need to make your move in the first moments. It is not the platform to add a wordy introduction before diving into the meat of your video. The hook should inspire viewers to stop scrolling. Remember, watch time tells the TikTok algorithm that the content is worth sharing with other users.
The first three seconds are critical. TikTok recommends beginning with a question that your video will answer, setting a timer or including the time in your title, or flashing ahead to a quick preview of the end result before walking the audience through the process.
A good example is the following video from the Met Museum that walks users through getting to the Cloisters. Before diving into the steps for navigation, it leads with some gorgeous shots of the Cloisters. That builds up anticipation, making people to want to watch the video to find out more on how to visit.
Make use of TikTok’s Toolbox
You should create relevant and engaging content to boost your presence and engagement on TikTok. However, that only works if your content is seen in the first place. Keeping to TikTok’s rules of reach can ensure that your content is optimized for reach. Here are some of the key evergreen tasks to consider when making TikTok content;
- Use relevant or trending hashtags: three to five hashtags are recommended as the secret sauce for driving discoverability.
- Use trending audio from the TikTok library
- Add conversation-starting captions to your videos and use relevant keywords.
- Experiment with carousels: TikTok’s photo carousels are great for disrupting the feed and stopping users from scrolling past.
- Leverage native TikTok features: whether you are filming directly in-app or using features such as Duets or Stitches, staying native can give you an edge. Use CapCut for more robust editing options.
Once you have built a considerable content library, head over to the analytics to understand what performs best. Find out the videos that your viewers watch, the ones they share and even the times when they are most active. Use that data to refine your content strategy.
Move Beyond Virality to Build Genuine Connections
Viral content can go a long way in boosting your visibility but, what happens after the virality fades? Building genuine connections ensures long-term engagement and growth. One of the best ways to do that is by engaging with your community. Take time to reply to comments and collaborate with fellow creators. Working with other creators, especially those in complimentary niches can expose your content to a whole new audience. Superior Social Boost can also help you to enhance your presence and engagement on TikTok organically. we offer customized packages to help brands and creators drive engagements and build genuine connections on TikTok, Facebook, Instagram, Youtube, X and Google Business.