TikTok is a short-form video app that has exploded in popularity in recent years. As of 2023, TikTok has over 1 billion monthly active users worldwide [1]. A key part of TikTok’s success is its powerful algorithm that personalizes the “For You” feed for each user. The TikTok algorithm determines which videos to recommend based on a user’s interests and behaviors on the app.
Understanding how the TikTok algorithm works is crucial for creators who want their content to reach a wide audience on the platform. The algorithm favors videos that keep users engaged. By optimizing video content and strategy for the algorithm, TikTok creators can increase their views, followers, and overall impact. This article will provide an in-depth look at the key factors that influence the TikTok algorithm and how creators can use these insights to their advantage.
For You Page
The For You page is the main feed that serves users videos on TikTok. It is a customized feed showing each user videos based on their individual interests and engagement. The aim is to create a personalized experience by showing content most relevant to each specific user.
There are several factors that influence which videos are shown to a user on their For You feed:
- User interactions – Videos are ranked higher if a user likes, comments, shares or otherwise engages with similar content. TikTok’s algorithm studies these interactions to understand user preferences.
- Watch time – Videos that are watched for longer, especially all the way through, are deemed to be more interesting to that user.
- Search history – Videos related to search terms and hashtags the user has searched for are more likely to be recommended.
As noted in TikTok’s Creator Portal, the For You feed is highly personalized for each user, with the goal of creating a tailored experience that keeps users engaged with content they find entertaining, useful and relevant.
User Interactions
Likes, comments, shares and finish rates have a significant impact on the videos that are recommended to users by TikTok’s algorithm. When a user engages with a video by liking, commenting on, or sharing it, the algorithm interprets it as an indication that the user enjoyed that content. According to TikTok’s own support article, user interactions are one of the main factors considered by the algorithm when recommending videos.
The more a user interacts with a certain type of content, the more likely the algorithm is to show the user more of that content. If a user frequently likes cooking videos, for example, they will start seeing more cooking videos recommended in their For You feed. The algorithm aims to serve users more of what they have indicated they like by their interactions.
Finish rates also signal to the algorithm whether a user enjoyed a video or lost interest part way through watching it. A user who watches a video all the way to completion without skipping forward is more likely to get recommended similar content than a user who clicks away halfway through the video.
Watch Time
Total watch time is a key factor that affects how a video ranks in TikTok’s algorithm. The longer a video is watched from start to finish, the more TikTok sees it as high-quality content that keeps viewers engaged. According to sources, TikTok looks at the overall watch time rather than the percentage watched. This means a 60 second video watched in full will be favored over a 5 minute video where viewers drop off after 30 seconds (Source 1).
Some tips for optimizing watch time include: keeping videos concise within 15-30 seconds, putting the most captivating content at the beginning, using captions and visuals to keep attention, and encouraging viewers to watch to the end with calls-to-action. Videos with higher overall watch time tend to be pushed by TikTok’s algorithm and shown to more users. Maximizing watch time signals to TikTok that a video offers engaging content worth promoting widely.
Search Terms
Using relevant keywords and hashtags is an important part of optimizing content for discoverability on TikTok. When creating a video, incorporate hashtags and keywords that are directly related to the content and topic. According to Buffer, adding relevant hashtags makes a TikTok video searchable and increases its chances of being discovered.
It’s recommended to include a mix of popular and niche hashtags so the video reaches both a broad audience and users specifically searching for that topic. The Hootsuite blog suggests researching hashtags that are trending as well as less competitive long-tail keywords. Stay on topic with hashtags directly related to the content, as irrelevant tags may lead to lower engagement. Most experts recommend using 5-10 total hashtags per video.
Device and Account Settings
Device and account settings are a major factor that TikTok’s algorithm uses to determine which videos to show users. The algorithm observes user behavior and preferences across devices and profiles to serve personalized recommendations. According to The TikTok Algorithm Explained + Tips to Go Viral, TikTok gathers data about the device you’re using, your watch history, likes, comments, shares, and more to build a profile of your interests. The algorithm then uses this data to serve content it thinks you will enjoy and continue engaging with.
Per The TikTok Algorithm Exposed & Explained – Neil Patel, even if you switch to a new device, TikTok will recognize your account and apply what it’s learned about your preferences. If you create multiple TikTok profiles, the algorithm will deliver customized recommendations tailored to each individual profile. Essentially, the more a user interacts with content on TikTok, the more data is fed back to the algorithm to refine each user’s For You Page.
Video Information
The TikTok algorithm analyzes numerous signals from the videos themselves that impact how they rank and are recommended by the app. Some of the key video factors include:
- Video length – Shorter videos (under 60 seconds) tend to be favored by the algorithm according to experts (Business Insider).
- Captions – Adding captions can help videos reach a broader audience and rank higher (Forbes).
- Sound/music – Trending and popular sounds are more likely to be featured on the For You page (Oberlo).
Additional factors like video resolution, editing, thumbnails, hashtags, mentions, and more can impact how a video performs.
Creator Behaviors
Your behaviors as a TikTok creator play a big role in influencing the algorithm according to The TikTok Algorithm Explained + Tips to Go Viral. Posting consistently, engaging with followers in comments, using trending sounds, hashtags and effects can all boost your content’s visibility.
TikTok recommends posting at least once a day, or up to 5 times per day, to stay top of mind with the algorithm. The more consistently you post quality content, the more likely you’ll start being suggested to new viewers. Responding to comments shows you care about your audience. Hearting comments, replying thoughtfully, and asking questions can all lead to more engagement. Using popular or trending sounds and hashtags taps into what’s resonating at the moment on TikTok.
Overall, being an active and engaged creator who posts consistently with trending elements gives your content the best chance of being promoted by the TikTok algorithm. As How the TikTok algorithm works summarizes, “Being present and using features purposefully is key.”
Evolving Algorithm
TikTok’s algorithm is constantly evolving and changing to improve the recommendations and experience for users. According to Metricool, in late 2022 and early 2023, TikTok made significant changes to the algorithm to improve recommendations and reduce repetitiveness https://metricool.com/tiktok-algorithm/. The main focus of these changes was on the “For You” page, which is the main feed that shows recommended videos to users when they open the app.
Some key changes included reducing the amount of older or repetitive content being recommended, and improving relevance by better connecting users to content and creators that match their interests. TikTok also made changes to recommending longer videos, aiming to keep users more engaged. The algorithm now detects and avoids recommending videos you’ve already seen recently. Overall, the changes were focused on keeping the “For You” page fresh, diverse, and tailored to each user’s evolving interests over time.
According to Megadigital, TikTok is continuously tweaking the algorithm, even if not officially announced, to improve the user experience. This means the algorithm is constantly learning from data and evolving, even within short periods of time. As TikTok grows and expands, expect the algorithm’s recommendations to keep getting smarter and more personalized.
Optimizing for the Algorithm
For creators looking to improve their reach and views on TikTok, there are several best practices to optimize content for the platform’s algorithm:
Use relevant hashtags – Including hashtags that are related to your content and niche helps the algorithm understand your video and recommend it to viewers interested in those topics. But be strategic, as using irrelevant or excessive hashtags can penalize your reach.
Engage your followers – TikTok values viewer engagement. Encouraging comments, duets, stitches and shares signals to the algorithm that your content resonates.
Post consistently – Uploading videos regularly trains the algorithm that you are an active creator producing content people want to see. Aim for at least 1 video per day.
Optimize video editing – Well-edited videos with smooth transitions, text overlays and captions tend to perform better. Use editing to highlight the most engaging parts.
Analyze performance – Pay attention to when your videos get the most traction. This can reveal best times to post and what types of content do well.
Improve over time – Experiment, analyze data and iterate. As you grow your channel, focus on what works and improve video quality.
Overall, optimizing for the TikTok algorithm requires understanding user behavior patterns and creating captivating content that keeps people watching, interacting and coming back for more.
