One of the reasons why TikTok videos are so popular is its super effective algorithm, which determines which videos to show on the For You Page (FYP). This ensures that users only see the videos they will likely interact with on the platform. 

If brands want their videos to appear on the TikTok For You page, they must understand the platform’s algorithms and leverage them to make their content go viral. This article will dive into how it works and how businesses can leverage the TikTok algorithm to increase the chances of their videos going viral.

An Overview of How the TikTok Algorithm Works

To determine the content it shows users on their For You Page (FYP) and in what order, the TikTok algorithm analyzes thousands of signals  such as likes, comments, shares, saves, and the amount of time the user spends watching a video. Since this is the first page users encounter when they get to the app, it is usually filled with the kind of videos you like watching. The recommendation improves as you spend more hours on the platform.

Unlike other social media platforms such as LinkedIn and YouTube, the TikTok algorithm will recommend videos from a combination of the accounts you follow and the ones you don’t. However, the highly effective algorithm ensures that users only see the content they will likely interact with. This makes users easily get hooked to the app. Other social media platforms, such as Instagram reels and the For You page on Threads, have borrowed from the Instagram algorithm. 

How TikTok Recommends Content to a New User

While some users think that TikTok has a magic wand or tracks them, the real reason for their effective algorithm is their high volume of data, highly engaged users, and a setting where users accept the content the algorithm recommends. For instance, if you are a new user joining the platform, here is how TikTok will recommend content:

1. When you join TikTok for the first time, the app will ask you for basic details such as your age and location.
2. When you log in to the app for the first time, you will be shown some popular videos on the For You page. These are mostly videos from users with a demographic profile similar to yours.
3. You will likely encounter a video or creator you like when you interact more with the app. Similarly, you are likely to click on a profile to see more of their content. Whatever action you take on the app, the TikTok algorithm will take note and use it to recommend content.
4. That means the more active you are on TikTok, the more information the TikTok algorithm will collect from you, and the better the algorithm will become in predicting the kind of content you are likely to watch.

You can read our guide on the key factors the Tiktok algorithm considers when recommending videos on the For You Page.

How to Work with the TikTok Algorithm

While it is essential to understand the social media algorithm, it will only translate into helpful information if you take actionable steps. Here are the steps to increase engagement and reach with the TikTok algorithm:

Use TikTok SEO

It's important to note that many users visit the app to find information like they do on Google. Studies indicate that Gen Zs, who are the most significant demographic on TikTok, use the app as a search engine. This means that to increase your visibility on the app, you need to leverage the TikTok algorithm. Some of the tips you can use to optimize your TikTok videos for search engines include:

• Perform keyword research. The first basic rule of TikTok SEO is to find the keywords your users are searching for. You can do that by finding the popular hashtags in your niche or by checking the questions people are asking you or other creators in your niche. You can also get ideas for popular keywords on the TikTok Creative Center, as it can show you the trending sounds and upcoming creators. Finally, keyword research tools such as AHREF, Semrush, and Google Trends can be used.
• Keyword usage. When creating content, select two or three keywords you can use. Ensure that you cover the topic in the video comprehensively.
• Keyword optimization. The next step is to ensure you have optimized your videos using the relevant keyword. To do that, you must ensure that you have used the keyword in as many places as possible. These include the captions, on-video text, and video captions.

Publish Frequently and Consistently

The content on TikTok usually has a short shelf life; therefore, to increase the visibility of your content, you need to keep publishing consistently. Remember that trending content is one of the best performing on the platform, meaning that if you skip a few days without posting, you can miss a whole trend.

However, when doing so, ensure you focus on quality, not quantity. Creating a well-thought-out video that taps into a trend and resonates with your target audience will perform better than several hastily made videos. There are several tips you can use to create high-quality and engaging videos. These include:

• Use a hook in the beginning
• Make short but sweet videos
• Use trending audios
• Use the right frame shot and lighting

Leverage Various TikTok Features

TikTok has many features that you can use to create more engaging and relevant videos. Here are a few of them:

• Use trending or relevant hashtags. Three to five hashtags will improve the discoverability of your TikTok videos.
• Use trending audio. You can find these in the TikTok library.
• Use carousels to disrupt users' feeds and prevent them from scrolling away.
• Use native features. You can film directly on TikTok or use their features, such as Duets and stitches, to get an edge.

Final Thoughts

TikTok is one of the world's most popular short video-sharing apps. Therefore, brands need to think of a way of leveraging the platform to increase their visibility. However, to put their content in front of their target audience, they must understand the TikTok algorithm. With this guide, it is possible to use the TikTok algorithm to make your content go viral. You can read our guide on how to gain more TikTok followers.