Many TikTok users have noticed that when they search for popular hashtags or sounds on the platform, the top, most relevant, or viral results do not always appear at the top. There are a few reasons why TikTok search may not be showing you the top videos you expect to see.
TikTok’s Algorithm
The biggest factor affecting what shows up in TikTok search is the app’s algorithm. TikTok’s “For You” feed and search results are personalized based on a variety of factors, including your location, interests, past engagement, and more. This means everyone’s search results will look a bit different.
TikTok wants to show you content it thinks you will enjoy and engage with, not necessarily just the content with the most total views or engagement globally. So you may need to dig deeper into search results or hashtags to find the objectively “top” videos that have gone the most viral overall.
Search Term Volume and Competition
Very popular search terms will also naturally have much more competition, making it harder to rank at the top. Hashtags or sounds with billions or hundreds of millions of views already will require a very high level of engagement on each video to rank near the top of the search results.
Newer or less viral videos likely have no chance of ranking on the first page for huge search terms like #dance or #fyp. Focusing on more niche hashtags and sounds can help increase discoverability.
Upload Date & Recency
TikTok’s algorithm favors recency in search. Newly uploaded videos often get a boost in search rankings and can push older videos down the results. Even videos with high stats overall can sink down in search if they are more than a few days or weeks old.
Checking search results for trending hashtags or sounds shortly after posting a video gives you the best chance of ranking near the top before other newly uploaded content pushes yours down.
Account Factors
Factors like your account’s overall engagement levels, total followers count, whether the account is verified, and past violations likely affect search rankings. Videos from brand new or inactive accounts may struggle to compete with those from established and active profiles in search.
Additionally, if your account has been flagged for violations of TikTok’s community guidelines in the past, your content may have reduced reach in searches according to their policies.
Shadowbanning
“Shadowbanning” is a term some TikTokers use when they believe their account or content has been secretly limited by TikTok itself. While not officially confirmed, some users report dramatically reduced views and discoverability even on new posts after receiving violations or repeatedly posting content that goes against guidelines.
In these cases of possible shadowbanning, videos may rank much lower in hashtag and sound search results since TikTok seems to be limiting their reach. Switching up content strategies or waiting out any penalties can potentially restore search reach.
How to Improve TikTok Search Rankings
If you want your TikTok videos to have a better chance of ranking higher in search results, there are some best practices you can follow:
- Use relevant, popular and trending hashtags so people will find your content when searching those terms.
- Add trending sounds and sleep with the top tracks people are searching for.
- Engage with your audience in the comments to boost engagement.
- Post consistently to build up your account reputation.
- Avoid spammy or promotional tactics that violate guidelines.
- Analyze competitor videos that already rank well and emulate their strategies.
- Post at optimal times when the largest number of people are active on TikTok.
TikTok’s unique algorithm and personalized search rankings means results vary greatly by user. But optimizing your content and account for discovery gives you the best shot at ranking higher and getting your videos seen by more people searching the platform.
Troubleshooting Tips
If you’re still struggling to get your videos appearing in TikTok search properly, here are some troubleshooting tips:
- Double check your hashtags are spelled correctly with no typos.
- Try searching for your hashtags while logged out to see if your content appears.
- Delete and re-upload videos if they are still not surfacing in searches.
- Change hashtag strategies and avoid overly saturated terms.
- Check for any policy violations that may have limited your reach.
- Contact TikTok support if issues persist with no explanation.
TikTok search is a complex beast with many variables affecting rankings. Staying on top of the latest trends and algorithm updates is key. Analyze what works for top accounts in your niche and continue optimizing your content for maximum discoverability in TikTok’s competitive search results.
