If your video content creation goals include increased viewership and engagement, then TikTok is the perfect platform for you. It’s tempting to search for shortcuts and try to “hack” the TikTok algorithm for instant success, but that approach is often short-lived. Instead of resorting to tricks, focus on understanding the mechanics of the TikTok algorithm. By grasping its core principles, you can strategically plan your content and posting schedule for maximum impact and potential virality. But what about the potential US TikTok ban? With 148 million active users in the US, TikTok is a force to be reckoned with. To paraphrase Samual L. Jackson’s character Nick Fury in Marvel’s Avengers, “Until such time as the world TikTok ends, we will act as though it intends to spin on.” Let’s delve into the intricacies of TikTok’s algorithm, uncover how it curates personalized video suggestions, and explore strategies to captivate a wider audience.
Contents
- What is the TikTok algorithm?
- How does the TikTok algorithm work in 2024?
- How do you reset the TikTok algorithm?
- 9 ways to use the TikTok algorithm to your advantage
What is the TikTok algorithm?
The TikTok algorithm acts as a recommendation system, meticulously selecting which videos to present to each individual user. The curated selection of videos appears on the For You Page (FYP) as soon as a user opens the app.
Each user is presented with a distinct and personalized For You feed that evolves over time. TikTok closely observes the videos you watch, the posts you engage with, and the accounts you choose to follow. Every interaction serves as a signal, allowing the algorithm to fine-tune your FYP by showcasing videos aligned with your interests while filtering out content that doesn’t resonate.
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How does the TikTok Algorithm work in 2024?
Imagine sending a friend a cake recipe link simply because you remembered their passion for baking – this simple act encapsulates the essence of how the TikTok algorithm operates. Naturally, TikTok’s proprietary algorithm is far more intricate and sophisticated. It meticulously analyzes a multitude of signals to determine which videos deserve a spot on your FYP. Let’s explore some of the most influential ranking factors.
Factors TikTok uses to rank content
While the exact formula of TikTok’s ranking factors remains a secret, this post from TikTok has provided insights into some key ranking categories.
User interactions
Your activity within the app provides the most significant signals for the algorithm. Every like, follow, or share contributes to TikTok’s understanding of your content preferences. Here are specific user interaction signals that TikTok keeps track of:
- Watching videos in their entirety
- Following or hiding accounts
- Liking or sharing videos
- Leaving comments
- Reporting inappropriate content
- Adding videos to favorites TikTok also factors in your initial preferences, gathered when you first join the platform, to guide its suggestions. Furthermore, the algorithm considers the interactions of other users on a video to determine its relevance to your feed. If a video garners significant engagement from users with shared interests, it increases the likelihood of it appearing on your FYP.
Video information
Conversely, TikTok scrutinizes specific characteristics of the videos you’ve interacted with to gauge their alignment with your preferences. This aspect is crucial for creators, as these are elements within their control. Here are some video and post characteristics that the algorithm considers:
- Hashtags
- Sounds
- Captions We will delve into how to optimize videos for TikTok marketing using these characteristics in more detail later.
Device and settings
Device and settings play a role in content recommendations as well. For instance, users registered in the US will primarily see content created within the US. Unlike user interactions, these signals are usually one-time indicators that remain relatively static. Some examples of device and setting signals include:
- Language setting
- Country setting
- Device type
TikTok factor weighting
The weight assigned to each ranking factor by TikTok’s algorithm correlates with how directly it reflects viewer preferences. Direct user actions, like completing a video, carry significantly more weight than indirect factors like location. While being aware of all ranking factors is beneficial, creators should prioritize publishing content that resonates with their target audience and encourages interaction.
Factors that don’t help (and could hurt) your content ranking
In its post, TikTok clarified that creators won’t receive a ranking advantage based on past performance. An account with a massive following and viral history won’t necessarily outrank a smaller account with more relevant and engaging content. Moreover, TikTok actively de-ranks (reduces visibility) or hides specific types of content from your FYP. These include:
- Videos you’ve already watched
- Content categorized as spam
- Duplicate content (reposting the same video)
- Videos containing restricted content (e.g., graphic medical procedures) It’s important to note that while this content might not appear on your FYP, it can still be accessed through direct searches.
How to reset the TikTok algorithm
TikTok’s algorithm builds a profile of your preferred content based on your past activity. However, recommendations may not always align with evolving tastes, leading to a stale feed. To address this, TikTok allows users to reset their algorithm, prompting it to start fresh. Subsequent interactions will then shape a renewed and more relevant FYP. Here’s how to refresh your FYP:
- Open the TikTok app and go to your “Profile”
- Access the menu and select “Settings and privacy”
- Choose “Content preferences”
- Tap “Refresh your For You feed”
- Confirm by tapping “Continue” twice
Keep in mind that this action is irreversible. The reset only impacts your FYP, leaving your “Following” feed and profile unaffected.
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9 ways to use the TikTok algorithm to your advantage
Understanding the TikTok algorithm is crucial, but it’s equally vital to create engaging content that the algorithm can easily discover, categorize, and recommend.
1. Hook viewers quickly
You have mere seconds to capture a viewer’s attention and entice them to watch your video. To prevent them from scrolling away, craft an engaging hook relevant to their interests.
An effective hook should pique viewers’ curiosity and leave them wanting more. Consider these tactics:
- Present a bold statement
- Pose an intriguing question
- Share a surprising fact
- Hint at a secret Ensure each hook resonates with your audience and utilizes evocative language to make an immediate impact.
2. Create niche content
Gaining traction with overly broad topics on TikTok can be challenging, as you’ll face fierce competition for FYP visibility. The algorithm favors niche content that caters to specific interests. For instance, while cooking is a popular theme on TikTok with numerous dedicated accounts, Bobby Hicks of @theretrorecipekitchen carved out a niche by focusing on historical recipes. While some dishes look appetizing, others, like the veggie gelatin stack, are more unconventional.
By exploring a unique angle within a popular topic, Hicks successfully grew his account to over 150k followers.
When brainstorming content ideas, consider narrowing down broad topics to subtopics that resonate with your audience. This strategy reduces competition and increases content relevance – both of which are favored by the algorithm.
3. Use TikTok SEO
Search engine optimization extends beyond Google. Wherever a search function exists, there’s an opportunity to optimize your content. With Google admits gaining popularity as a search engine, TikTok SEO is becoming increasingly important. Incorporate keyword research to enhance your TikTok SEO strategy. Similar to traditional search engines, users employ specific keywords and phrases to find content on the app. Keyword research on TikTok is straightforward. Begin by listing terms your target audience might search for in relation to your content. If you’re an esthetician, “skincare” could be a starting point. Then, utilize TikTok’s search bar suggestions to uncover related keywords.
Explore suggestions like “skincare for men” or “skincare routine.” Once you’ve compiled a list of relevant keywords, create content calendar that strategically incorporate these terms. Don’t forget to include them in your TikTok bio for added visibility.
4. Tailor content to the platform
While repurposing content across multiple platforms is a smart strategy, always adapt it to suit each platform’s best practices. For optimal TikTok performance, produce and edit videos in full-screen, vertical format with a 9:16 aspect ratio. This approach ensures your content fills the entire mobile screen, aligning with how most users consume TikTok videos. Additionally, prioritize concise video lengths. Although there isn’t a universally ideal duration, in 2021, TikTok recommended an optimal length of 24 to 31 seconds. Despite the platform’s pushed for longer content, many viewers find videos exceeding one minute overwhelming, making it advisable to aim for under 60 seconds. Finally, to increase your chances of virality, maintain a positive tone in your videos. An analysis of Semrush evaluated revealed that videos conveying positive, humorous, or happy sentiments performed exceptionally well. By adhering to these best practices, you can encourage early engagement, signaling to the algorithm that your content deserves a wider reach.
5. Post at the right time and frequency
While the TikTok algorithm doesn’t explicitly prioritize posting time or frequency, it closely monitors the engagement each video receives. Strategically planning your posting schedule can significantly enhance your video’s performance.
The right time
The optimal posting time on TikTok correlates with your audience’s peak activity periods. Aim to publish content shortly before peak viewing hours to allow for indexing and ensure visibility when your followers are most active. Utilize TikTok analytics to identify your audience’s peak engagement times.
The right frequency
Consistency is crucial for success on any social media platform, ensuring your followers remain engaged and new audiences discover your content. However, finding the right balance in posting frequency can be tricky. Similar to timing, determining the ideal posting frequency on TikTok requires experimentation. While TikTok suggests posting up to four times daily, most brands realistically post content two to four times a week. Here are some helpful tips for establishing a suitable TikTok posting schedule:
- Prioritize quality over quantity: Avoid sacrificing content quality for the sake of frequent posting.
- Analyze your competitors: Observe the posting frequency of successful accounts in your niche.
- Monitor your analytics: Experiment with different posting frequencies over several weeks and analyze the impact on your views and engagement.
6. Incorporate hashtags
Strategically using hashtags on TikTok offers two key benefits. Firstly, hashtags help the algorithm categorize your content, enabling it to accurately match it with user preferences.
Secondly, TikTok users rely on hashtags for content discovery. When your video is tagged with relevant hashtags, it appears in search results, increasing its visibility and reach.
TikTok’s Creative Center provides insights into trending hashtags.
Here are some best practices for hashtag usage on TikTok:
- Use hashtags sparingly: Limiting your hashtags to one to four per video strikes a balance between visibility and avoiding a spammy appearance.
- Diversify your hashtags: Combine branded, topical, popular, and niche hashtags for optimal reach and relevance.
- Include seasonal and holiday hashtags: Leverage the increased engagement during specific periods by incorporating seasonal hashtags like #hellospring and #Holloweenscares.
7. Add popular audio clips
Audio clips function similarly to hashtags on TikTok. Popular audio clips often lead to the algorithm suggesting more videos utilizing the same audio, particularly if you’ve engaged with similar content in the past. Head over to the Creative Center to discover trending songs.
The Popular tab showcases currently trending audio clips, while the Breakout tab offers insights into emerging trends, allowing you to get ahead of the curve.
8. Add captions
Many users browse TikTok with the sound muted. Adding captions to your videos ensures accessibility for all viewers, regardless of their audio preferences. Beyond accessibility, captions provide additional context to the algorithm, allowing it to better understand and categorize your content. TikTok simplifies the captioning process. Tap the Captions icon, and the app automatically generates captions for your video.
Ensure to incorporate the keywords you identified during research into your video script and captions. This enables the algorithm to accurately identify the theme of your videos and suggest them to the right audience.
9. Jump on trends
Capitalizing on TikTok trends is a highly effective way to leverage the algorithm for increased views. Trends encompass popular themes, ideas, challenges, songs, or dances that captivate the platform’s users. For example, the viral Titanic challenge, where one person lifts another to recreate the iconic movie scene, is a prime example of a trend.
When viewers engage with a trend, the algorithm curates their FYP with similar content. Participating in trending challenges or incorporating trending elements into your videos increases your likelihood of being discovered by a wider audience.
Work with the TikTok algorithm to go viral
The key to social media marketing is acknowledging that social platforms thrive when their users succeed. Engaging content translates to increased user time on the app, benefiting both the platform and the creator. Instead of viewing the TikTok algorithm as an obstacle, strive to understand and leverage it to your advantage. By working in harmony with the algorithm, you’ll surpass accounts relying on quick fixes and tricks. Remember, utilizing TikTok ads can also provide a direct path to reaching your target audience. Here’s a recap of the nine strategies for effectively utilizing the TikTok algorithm:
- Hook viewers instantly
- Focus on niche content
- Implement TikTok SEO best practices
- Adapt your content to the platform
- Strategize your posting time and frequency
- Incorporate relevant hashtags
- Utilize popular audio clips
- Add captions for accessibility and SEO
- Capitalize on trending content