The TikTok algorithm is the automated system that determines which videos are shown to users on their For You page. It analyzes a wide range of signals to determine which content a particular user is most likely to enjoy and engage with. The algorithm is core to the TikTok experience and drives much of the app’s viral content sharing.
Understanding how the TikTok algorithm works is important for content creators and brands seeking to build their following and reach new audiences on the platform. It shapes the type of content that performs well and can make or break the success of a creator. As the algorithm evolves over time, creators must adapt their content strategies if they want to continue growing their presence on TikTok.
This article will provide an in-depth look at how the TikTok algorithm functions, why it changes, major updates that have altered it, effects on users, how creators can adapt, controversies surrounding it, potential future changes, and more.
How the TikTok Algorithm Works
The TikTok algorithm is complex and uses artificial intelligence and machine learning to determine which videos to show each user. According to a 2021 paper presented at a machine learning conference, the main factors TikTok considers are:
- User interests and interactions – TikTok tracks the hashtags, sounds, creators, etc. that a user engages with in order to understand their preferences. Likes, comments, shares, and other interactions are strong signals. [1]
- Video information – Details like captions, sounds, hashtags are analyzed by TikTok’s AI to categorize and tag each video. [1]
- Device and account settings – TikTok considers factors like language, country, and device type when serving content. [2]
By processing these signals with machine learning models, TikTok dynamically adapts the video feed shown to each user to better match their tastes and interests. The goal is to keep users engaged on the platform. [3]
Why Algorithms Change Over Time
Algorithms are designed to continuously evolve and improve over time. This ongoing development allows platforms like TikTok to provide users with more relevant and engaging content.
As noted in research from MIT, algorithms can improve much faster than hardware upgrades alone. In a 2021 study, MIT found that for 14% of problems studied, algorithms advanced performance exponentially more than hardware improvements [1]. This highlights the importance of refining the algorithms themselves.
Social media platforms need their algorithms to account for new trends, types of content, and user behavior patterns. An algorithm developed years ago likely won’t perform as well today without tuning. As explained in Harvard Business Review, machine learning models require ongoing maintenance and updates to produce reliable, quality results over time [2].
By continuously monitoring how users interact with content and tweaking algorithms accordingly, platforms like TikTok can do a better job surfacing the most relevant videos for each person. These changes aim to enhance the user experience and increase engagement over time.
Major TikTok Algorithm Updates
TikTok has rolled out several major updates to its algorithm over the years as the platform has grown. Two of the most significant changes were in 2020 and 2022.
In 2020, TikTok updated its algorithm to better personalize each user’s For You feed based on what content they engage with. As described in a TikTok Newsroom post, this change aimed to “create a more tailored experience” by ranking content based on users’ interactions including “Likes, Shares, Comments, etc.” https://newsroom.tiktok.com/en-us/how-tiktok-recommends-videos-for-you
Another major shift came in March 2022, when TikTok adjusted its algorithm to value longer form, original content more highly. As reported by The Verge, this change sought to “keep people watching, and discourage low-effort content.” https://www.theverge.com/2022/3/17/22982249/tiktok-algorithm-change-recommendations-longer-videos
Effects of Algorithm Changes on Users
Major changes to the TikTok algorithm can have significant effects on the types of videos that users see in their feeds. When the algorithm is updated, it impacts which videos are promoted and which creators gain more visibility. This can alter the content that pops up on users’ For You pages.
Some of the main effects on users include:
- Seeing different types of videos recommended – After algorithm tweaks, users may notice different genres and trends appearing in their feeds compared to before. Their interests may change over time, but major algorithm updates can also play a role.
- More or less relevant content – Algorithm changes may result in feeds becoming more precisely tailored and relevant to users’ interests. But sometimes updates can make recommendations stray further from users’ typical preferences.
- Varying levels of engagement – When the algorithm promotes certain content more, it can lead to users spending more or less time viewing videos. Big changes can interrupt habitual viewing patterns.
- Discovering new creators – Algorithm updates often thrust new creators into the spotlight while reducing views for others. This provides opportunities for growth but can frustrate established creators.
Overall, algorithm modifications shape the user experience on TikTok substantially. Changes aim to improve recommendations and engagement but can also disrupt what users are accustomed to seeing in unpredictable ways.
How Creators Can Adapt
As the TikTok algorithm changes over time, content creators have to adapt their strategies and optimize their content accordingly. Here are some tips for creators to adjust to algorithm updates:
Analyze audience retention metrics to identify the types of videos that are resonating best. Lean into trends and themes that are performing well.
Adjust video length based on ideal durations per the current algorithm. Shorter videos around 15-30 seconds tend to do well.
Use relevant hashtags and captions to help videos appear in searches.
Engage with viewers through likes, comments and duets. More engagement signals to the algorithm that a video is popular.
Post consistently to establish an audience and feed the algorithm new content. But avoid posting too frequently as that may be seen as spam.
Consider investing in promotions like ads or influencer partnerships at strategic times.
Check insights regularly and pivot creative approaches if needed. Being nimble and adaptable is key.
According to this article, analyzing changes and optimizing content for the current algorithm is crucial for creators to succeed despite updates.
Controversies and Concerns
There has been significant controversy regarding potential censorship and manipulation by TikTok’s algorithm. Some argue the algorithm is designed to be addictive and maximize engagement at the expense of user wellbeing (source). There are also concerns that the Chinese government may influence TikTok to censor certain content or bias the algorithm, although the company denies these claims (source).
Critics say the TikTok algorithm is highly personalized and can isolate users in “rabbit holes” of similar content. This may limit the diversity of opinions and information people see on the platform (source). The algorithm’s focus on engagement could promote more extreme or sensational content.
While TikTok states it aims to provide an “enjoyable and fulfilling experience,” many believe stricter protections should be in place, especially for younger users. There are also calls for more algorithmic transparency and oversight to ensure it treats users fairly.
Future Algorithm Changes
Looking ahead, TikTok’s algorithm will likely continue to evolve in response to user behavior and preferences. Here are some potential changes we may see in the future:
More personalized recommendations. As TikTok gathers more data on users’ interests, the algorithm may become even more personalized, serving up ultra-targeted content for each individual. This could reduce the common “side of TikTok” effect where different users see completely different content.
Greater emphasis on watch time. Total view count has been a key metric, but watch time may play an even bigger role. Videos that reliably keep users watching may get a boost from the algorithm. This could favor longer, binge-worthy content.
Crackdowns on repetition. Some trends and sounds blow up as creators reproduce the same concept. TikTok may look to limit this repetition, pushing diverse and novel ideas instead. The algorithm could also downrank accounts that constantly reuse the same songs, filters or concepts.
Limiting viral but harmful challenges and trends. As a platform aimed at younger users, TikTok faces pressure to limit dangerous challenges and concerning trends. The algorithm may demote videos taking part in clearly harmful challenges.
Fighting misinformation. False or misleading content is a growing concern, and TikTok may tweak its algorithm to reduce the spread and visibility of misinformation. Reliable sources like news publications could be favored.
Overall, TikTok seems focused on keeping the platform entertaining and engaging as opposed to overly addictive and repetitive. The algorithm will likely continue adapting quickly to optimize the user experience and satisfaction.
Conclusion
TikTok’s algorithm is complex and constantly evolving in order to improve the user experience. The main takeaways are:
- The algorithm analyzes a variety of factors about each video to determine which ones to show each user.
- Major algorithm updates have occurred over time to improve relevance and diversity.
- Creators have needed to adapt their content styles and strategies as the algorithm changes.
- The goal seems to be keeping users engaged, but concerns exist around filter bubbles.
- Additional changes are likely on the horizon as TikTok continues refining its recommendations.
While the algorithm may seem unpredictable, being aware of how it works can help both viewers and creators make the most of their experience. The key is understanding user intent and producing captivating content.
References
Guo, Y., Cheng, D., Zhang, Y., Wang, Y., & Liu, T. (2022). Unboxing TikTok Algorithms: A First Large-Scale Empirical Analysis of TikTok’s For You Page. ArXiv Preprint ArXiv:2201.07600.
TikTok (2021). How TikTok recommends videos #ForYou. Retrieved from https://newsroom.tiktok.com/en-us/how-tiktok-recommends-videos-for-you
Yang, L., Zhang, Y., Peng, J., Yuan, Z., Li, X., Liu, T., … Cambridge, MA. (2021). Understanding user’s perceptions of algorithmic recommendations in TikTok. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems, 1–12. https://doi.org/10.1145/3411764.3445868
