TikTok is a short-form video app that allows users to create and share 15-60 second videos on any topic. It was launched in September 2016 by ByteDance, a Beijing-based internet technology company. Originally known as Douyin in China, TikTok quickly became popular worldwide, particularly among Gen Z users.
As of January 2024, TikTok has over 1.1 billion monthly active users globally and has been downloaded over 3.3 billion times on the App Store and Google Play. It’s one of the fastest growing apps, with an estimated onboarding rate of 2.5 million new users per day.
TikTok has seen tremendous growth since its launch, emerging as a top social media platform and cultural phenomenon. Factors driving its popularity include its algorithmic “For You” feed, viral meme culture, and ease of creating content through in-app editing tools.
For You Page
The For You page (FYP) is the main page that users see when they open TikTok. It displays a personalized feed of videos recommended to each user based on the TikTok algorithm. The FYP aims to provide an endless stream of entertaining and relevant videos to keep users engaged on the platform.
The TikTok algorithm analyzes a wide range of user data and video information to curate the For You feed. This includes users’ interactions, video completion rates, interests, device and account settings, and more. The FYP is unique to each user and dynamically updates based on changing preferences and behaviors over time. No two users will have the exact same For You Page.
TikTok says the FYP is “powered by a recommendation system that delivers content we think you’ll find interesting and entertaining.” The goal is to keep users endlessly scrolling and watching videos on their feed. This retention-based algorithm is key to TikTok’s rapid growth and popularity around the world.
According to TikTok, some of the key factors that influence the FYP algorithm include [1]:
- User interactions: likes, shares, comments, etc.
- Video completion rates
- User interests inferred from liked videos and account follows
- Device and account settings: language, country, etc.
By analyzing these signals, TikTok can deliver a highly personalized, engaging FYP to keep each user entertained for hours on end.
User Interactions
The TikTok algorithm closely monitors how users interact with videos to determine what content to show them next. This includes metrics like:
- Likes – Videos that receive more likes and hearts are deemed higher quality.
- Comments – Videos that generate more comments engage users, so are recommended more.
- Shares – When users share videos to their own feed or with friends, it signals valuable content.
- Follows – Creators that gain more followers tend to have their videos promoted.
TikTok studies these engagement metrics to identify trends and better understand user preferences. Videos that elicit increased interactions achieve greater reach. The algorithm surfaces content most likely to generate likes, shares, comments and other actions.
Source: Learn How TikTok Algorithm Work
Video Completion
One of the main signals TikTok’s algorithm looks at is how much of a video a user watches before scrolling away. Videos that are watched for longer periods or rewatched multiple times tend to be promoted higher by the algorithm. TikTok considers this a strong indicator that a video is engaging and relevant to that particular user.
According to one analysis, videos watched for at least 60% of their length or rewatched at least 3 times had much higher chances of going viral and appearing on more users’ For You Pages (Magnafone, 2023).
The algorithm rewards videos that compell viewers to stay engaged and rewatch. Therefore, creators should aim to make entertaining, interesting videos that hook users in the first few seconds. Short videos that are tightly edited with no lulls also tend to perform better.
User Interests
A major factor in the TikTok algorithm is the interests and engagement of each user. TikTok closely tracks the hashtags, searches, and content that each user likes or interacts with in order to understand their interests and preferences. According to an article on Later.com, “The TikTok algorithm takes note of every hashtag you view, video you like, account you follow, and comment you post to start predicting the content you want to see”
When a user searches for specific hashtags or keywords, uploads a video using certain hashtags, or likes, comments on, or otherwise engages with videos using those hashtags, the TikTok algorithm logs those interests. It then begins populating the user’s For You feed with more videos likely to match those demonstrated interests and preferences.
TikTok’s algorithm also tracks longer-term patterns, noticing if a user frequently returns to videos about certain topics, creators, or genres. Over time, it continues refining its understanding of each user’s interests through their engagement and activity on the app (Later.com). This personalization based on likes, hashtags, searches, and more is key to the TikTok algorithm’s aim of creating a truly tailored feed for every individual user.
Device and Account Settings
Device and account settings play a role in the TikTok algorithm, but have the lowest weighting of the main factors, according to TikTok themselves (Searchengine Land). This includes elements like your device language, country setting, account age, etc.
For example, if you set your device to Spanish, you are more likely to see Spanish-language content. And if you set your country to Canada, the algorithm will serve you more Canada-specific content. Older accounts also tend to get a boost, as TikTok seems to favor loyal, established users in the rankings.
However, device and account settings seem to have only a minor influence compared to metrics like watch time, likes, and follows. TikTok likely includes these settings to help customize the experience for each user. But your in-app behavior and engagement still trump basic device configurations when determining the content you see.
Creator Considerations
Creating successful content on TikTok requires understanding how the algorithm works from a creator’s perspective. Some key factors for creators to consider include:
- Posting Frequency: Posting consistently, at least 1-2 times per day, can help creators stay top of mind for the algorithm and viewers. Too infrequent posting may cause accounts to be deprioritized.
- Captions: Using relevant keywords, hashtags, and captions optimizes content to be discovered by users searching those terms.
- Watch Time: Videos that keep viewers watching and engaged tend to be favored and promoted more by the algorithm.
- Interactions: Comments, shares, likes, and other engagement signals may give creators a boost.
- Content Variety: Switching up content types and topics can help reach a broader audience.
- Account Growth: Accounts that are rapidly gaining followers and views may get a temporary boost from the algorithm.
Understanding these factors allows TikTok creators to tailor their content approach and growth strategies accordingly.
Changes Over Time
TikTok’s algorithm is not static – the company constantly tweaks it to improve the user experience. Here are some of the major algorithm updates over the years:
In 2018, TikTok updated its algorithm to better personalize each user’s For You feed. The change aimed to show more relevant content catered to each individual’s interests and preferences.
In 2019, TikTok updated its algorithm to promote more “quality” videos. This change placed greater emphasis on factors like engagement and video completions to surface creative, entertaining videos over lower quality ones.
In 2020, TikTok adjusted its algorithm to give new creators a boost. The change helped increase exposure for emerging creators and content instead of just promoting videos from already popular accounts.
In 2022, TikTok updated its algorithm to focus more on interests over personal connections. The shift aimed to expose users to more topics and creators outside of their immediate network.
TikTok will likely continue iterating its algorithm over time to balance the goals of personalization, variety, quality, and fairness in what videos it recommends to each user.
Controversies
TikTok’s algorithm has come under criticism for allegedly suppressing content from Black creators. In 2020, many Black TikTok creators felt their videos were being suppressed, making it difficult for them to gain views and followers. Some creators reported that their videos were not appearing on the “For You” page or were not being shown to their existing followers (https://www.capitalxtra.com/news/tiktok-algorithm-controversy-black-creators-suppressed-language-ban-flagged/).
Some Black creators believed TikTok’s algorithm was intentionally suppressing content that used African American Vernacular English or contained keywords related to Black Lives Matter. This led to accusations that TikTok’s algorithm was biased against Black creators. Many felt that TikTok was limiting the reach of Black creators in order to appeal more to white users (https://www.capitalxtra.com/features/page/21/).
There have also been concerns about TikTok’s addictive nature and negative impacts on mental health, especially for younger users. The app is designed to keep users engaged through an endless stream of short videos. This can lead to compulsive checking and obsessive use, cutting into sleep and productivity. Critics argue TikTok should do more to combat overuse and support users’ digital wellbeing.
Conclusion
In summary, TikTok’s recommendation algorithm is complex and constantly evolving to optimize and tailor content to each individual user. The main factors it considers include your interactions, video completion rates, interests, device and account settings, and content from creators you follow. Over time, it gets to know your preferences to curate a personalized “For You” feed. While powerful, the opacity of the algorithm has generated some controversies around potential censorship, biases, and addictiveness. Overall, by leveraging user data and AI, TikTok’s algorithm makes content discovery extremely accurate and engaging. It has propelled TikTok’s rapid growth, though the company continues refining the algorithm to balance personalization with diversity.
In conclusion, while parts of TikTok’s recommendation system remain secretive, we know it relies on an ever-evolving combination of factors to keep billions of users entertained for hours on end. The app has fundamentally changed entertainment in the mobile age. However, concerns remain around the algorithm’s lack of transparency and potential unintended consequences. TikTok faces the challenge of maximizing user enjoyment while also considering its societal impact. Though imperfect, TikTok has clearly tapped into human desires for quick, pleasurable, personalized content. Its future will depend on how responsibly the company navigates the rising influence of its increasingly powerful algorithm.
