TikTok, a short-video giant fueled by its mysterious algorithm
TikTok has become one of the world’s most popular apps, with over 1 billion monthly active users. But what is behind its meteoric rise? The key has been TikTok’s proprietary algorithm, which determines the personalized feed of videos each user sees.
TikTok’s “For You” page is powered by an algorithm that predicts what users will find most interesting and engaging out of billions of videos. Cracking the code of this algorithm is vital for creators and brands seeking to build a following on TikTok. But how exactly does it work? Read on to uncover the secrets behind the algorithm that’s shaping entertainment and marketing for a new generation.
What is an algorithm?
An algorithm is a set of instructions or steps for solving a problem or accomplishing a task. According to Merriam-Webster, an algorithm is defined as “a procedure for solving a mathematical problem (as of finding the greatest common divisor) in a finite number of steps that frequently involves repetition of an operation.”
Algorithms are used in mathematics and computer science to precisely define the steps required to solve problems. They allow complex problems to be broken down into simpler, repeatable procedures. According to Wikipedia, some key properties of algorithms include:
- Definiteness – Each step in the procedure must be precisely defined.
- Effective computability – Each step can be carried out in a finite amount of time.
- Input – An algorithm has zero or more inputs.
- Output – An algorithm has one or more outputs.
- Finiteness – Algorithms must terminate after a finite number of steps.
In summary, an algorithm is a step-by-step procedure used for calculations and data processing. Algorithms are central to computer science, allowing computers to efficiently process and analyze large datasets.
How the TikTok algorithm works
The TikTok algorithm is designed to determine which videos to show each user in their For You Page (FYP) based on a variety of factors. The main goal is to provide each user with content that is most likely to engage and entertain them. According to sources, some of the key factors that influence the TikTok algorithm include:
User engagement signals like likes, comments, shares, and watch time impact the ranking of a video. Videos that receive high levels of engagement in a short period are more likely to go viral. TikTok studies user behavior to identify engaging content to promote further (Source).
User interests based on past engagement and interactions allow TikTok to categorize users and surface relevant content. Videos aligned with topics a user has previously watched and engaged with will appear more frequently in their FYP (Source).
Content quality factors like original soundtracks, effects, captions, hashtags, and aesthetics help the algorithm identify high-quality videos to feature. Well-produced videos tend to gain more traction (Source).
Accounts with an established following and history of creating viral content are more likely to have their new videos promoted rapidly by the algorithm. New accounts need to build credibility over time (Source).
User engagement signals
User engagement is a major factor in determining how the TikTok algorithm ranks and recommends content. Actions like likes, comments, shares, follows, and more all signal to TikTok’s algorithm that a video is resonating with viewers.
Likes are one of the strongest engagement signals. Videos that receive a high number of likes in a short period of time after posting will get a boost from the algorithm. This tells TikTok that users are enjoying that content. Comments have a similar effect – lots of comments show the video is sparking discussion and engagement.
Shares and reshares also play a role. When a user shares a video to their own feed or with friends, it extends the reach. TikTok sees this as a sign of quality, interesting content if users want to pass it along. Views and especially repeat views of videos also indicate to the algorithm that a video is worth promoting more widely.
According to research from Harrix Group, “TikTok’s algorithm prioritises content that generates high levels of user engagement.” The more likes, shares, comments and overall interaction a video gets, the more TikTok’s algorithm will put it in front of new viewers. This creates a virtuous cycle where viral videos keep getting promoted due to their popularity (Harrix Group).
Watch time
One of the most important factors in the TikTok algorithm is total watch time. The algorithm is designed to promote videos that keep users engaged and watching. The longer users spend watching a particular video, the more TikTok will push that video out to new users. This means creators who produce engaging content that results in higher total watch time are more likely to go viral on the platform.
The way the algorithm calculates watch time is by looking at the total number of minutes users spend watching a video. So a video with 100 views but an average watch time of 2 minutes would be favored over a video with 200 views and an average watch time of 1 minute, even though the second video has more total views. TikTok rewards content that keeps users interested and watching through to the end.
Creators can optimize for watch time by making videos that hook viewers from the start and maintain an engaging narrative or idea throughout. Short form videos that get right into the interesting part tend to perform better than longer, slower-paced videos. High quality editing, humor, and interesting visuals also boost watch time. The key is holding viewer attention so the total time spent watching is maximized.
User interests
A key component of the TikTok algorithm is how it learns about a user’s interests based on their interactions on the app. As explained in an article on Later’s blog, “The TikTok algorithm studies how you interact with content to understand what you like.” https://later.com/blog/tiktok-algorithm/ Specifically, it looks at factors like which videos you like, comment on, share, or follow. It also pays attention to your profile information, hashtags followed, and accounts you follow.
Over time, the TikTok algorithm builds up a keen understanding of a user’s preferences and tastes. As the user continues to interact, it further refines its recommendations to surface new videos and accounts that align with those interests. According to an article on Search Engine Land, the algorithm is “looking at each user’s behavior to decide what content from across the platform will delight that particular person.” https://searchengineland.com/how-tiktok-algorithm-works-390229
In short, the more a user engages with content tailored to their interests, the better the TikTok algorithm gets at serving up relevant, personalized recommendations in their For You feed. This creates a feedback loop that constantly improves the user experience over time.
Content Quality
High quality, well-produced content is one of the biggest factors that helps a video get boosted by the TikTok algorithm. According to research from Buffer, videos that are clear, well-lit, stable, and have good audio quality tend to perform better in terms of amount of views and engagement [1]. This is likely because high quality videos are simply more enjoyable and appealing for users to watch.
TikTok wants to promote videos that keep users engaged and entertained on the platform. Clean, professional-looking videos are more likely to capture a viewer’s interest and get them to watch the full video. TikTok’s algorithm can detect production quality through metrics like brightness, aspect ratio, resolution and audio quality. Videos with high production value in these areas signal to the algorithm that it is “high quality” content worth promoting.
Well-produced content also shows creators put time and effort into their work, making it more deserving of a larger audience. This gives the algorithm confidence promoting the video won’t lead users to quickly disengage or keep scrolling. So spending time editing videos, ensuring good framing and audio, using text/graphics effectively, and filming in optimal lighting conditions gives your content the best shot at being picked up by the algorithm.
New vs established accounts
How the TikTok algorithm treats new accounts versus established popular accounts is quite different. According to The TikTok Algorithm Exposed & Explained, the algorithm favors established accounts with a large following and high engagement. These popular accounts get pushed by the algorithm more consistently. Their videos are more likely to end up on the ‘For You’ page and be shown to a wide audience.
In contrast, new accounts have a harder time getting traction. As explained by The TikTok Algorithm Explained + Tips to Go Viral, new accounts need to work to build up followers, likes, comments, and watch time before the algorithm will promote their content widely. Essentially, new accounts need to prove the quality and engagement potential of their content before the algorithm gives them a boost. This means it takes more effort for new creators to get their videos in front of new viewers.
The TikTok algorithm favors those who are already popular. Established influencers have an advantage in reach and discovery compared to newcomers. However, with persistence and high-quality content, new creators can still grow a loyal following over time.
Controversy
There has been some controversy surrounding the allegation that TikTok’s algorithm suppresses and/or shadow bans certain content from its platform. Some Black creators have voiced concerns that they feel discriminated against by TikTok’s algorithm.
In July 2021, Black creators alleged that TikTok’s algorithm discriminates against content created by Black users by suppressing views and limiting discoverability. This came after TikTok banned certain words associated with the Black Lives Matter movement like “Black success” and “Black joy.” Many felt this was a form of censorship targeting the Black community on the platform (source).
TikTok denied these claims and said their policies were designed to protect all users from hate speech and violence. However, the allegations raised concerns about potential algorithmic bias and discrimination on the platform. It highlighted the need for more transparency from TikTok on how its algorithms moderate content.
Conclusion
In summary, the TikTok algorithm is a complex system that determines which videos to show users based primarily on watch time and user engagement signals. However, other factors like interests, content quality, and account age also play a role. TikTok aims to provide an addictive, personalized experience by analyzing user behavior and preferences. Though the full details are private, focus on creating engaging content that aligns with interests to increase chances of going viral. Key points include optimizing for watch time, leveraging trends and sounds, using relevant hashtags, and encouraging meaningful engagement through likes, comments, shares. While controversial, the TikTok algorithm has proven adept at recommending relevant videos and driving high user retention.
