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Published on 05.09.2024 by Tracey Chizoba Fletcher
Since its inception, TikTok has proven to be a popular platform for individuals and brands. Statistics indicate that TikTok reached a billion users in half the time it took Facebook. Other statistics indicate that by 2025, TikTok will surpass Facebook in the amount of time spent on the app. That means you are already missing a lot if you are not doing TikTok marketing.
TikTok's hyper-growth is partly attributed to its effective algorithm, which enables the platform to deliver highly relevant content to users. Therefore, to grow your account, you must understand the TikTok algorithm. This article will provide everything you need to know about it.
The TikTok algorithm is an automatic system that analyzes thousands of signals to determine the kind of content a user wants to see depending on their interests. The signals, which include likes, follows, comments, and time spent on a video, determine which videos appear on the For You page and in what exact order. That also means the TikTok For You page is highly tailored to each user's needs. What you see on the For You page differs from what your friends or family members see, even if you follow the same accounts.
For instance, if you watch many comedy videos, TikTok will show you more of such content. That content recommendation will differ from that of your friend who watches many football videos. Therefore, just like with other social media algorithms, TikTok will keep recommending different content based on your viewing behavior and change in preference. When you develop a new interest in motivational videos and engage more with such content, TikTok will show you more of such videos.
Unlike the Instagram or YouTube algorithm, the TikTok algorithm recommends combining content from your following pages and the pages you might be interested in. The aim of mixing new and familiar content is to ensure that the content has been tailored to the user’s preference. This adds a fresh and addictive look to the social media platform. If you are a new TikTok user, the process of discovering content on the platform can look like this:
At the core of the TikTok algorithm, it considers several key factors such as:
Engagement refers to how a user engages with content by liking, sharing, commenting, and saving it. There are suggestions that the amount of time the user spends lingering on a post will determine the content they get shown when they continuously use the app.
On the other hand, if you are a creator and your post receives a lot of engagement, the algorithm will interpret this as a sign that you are creating high-quality content worthy of recommendation to users. When a video receives a high engagement rate, it increases its chances of appearing highly on the FYPs page.
The people your audience follow and engage with influences the content shown to them.
The TikTok algorithm also considers details of the video, such as the caption and other embedded details. Besides, videos created natively inside the app are preferred.
While these are minor details, the algorithm also considers location, device types, and language preference. For instance, if you are in India creating content in Hindi, the algorithm will recommend the videos to people in that location who speak the language.
Each of the above factors is meant to help users discover more content they are likely to love and engage with. One of the factors that makes the TikTok algorithm unique is that it emphasizes the content relevance over the popularity of the creators. This favors new creators, meaning their content can get more visibility if users find it useful. According to TikTok, the engagement rate of your previous videos is also not a consideration.
To get noticed on the platform, you need to use several tools, such as:
There are also several types of content that TikTok will not recommend. These include:
From the above ranking factors on the algorithm, it is clear that new creators are also as likely to go viral as established influencers.
Once you have understood the TikTok algorithm, it should not end there. You must use tactics to enable the algorithm to recommend your videos. You can do that using a few steps. These are:
Many people go to TikTok to find content. Studies indicate that most TikTok users go to the platform to find videos. That means SEO should be a key part of the TikTok algorithm. Some of the key features of TikTok SEO are:
While creating engaging and relevant content is excellent, you also want to ensure that such content is seen. To do that, you must stick to the rule of reach and focus more on posting. Some of the tools to use for your content are:
Trending content is usually given the most prominence on TikTok. Therefore, to boost your TikTok videos, use trending hashtags, audio, and effects. Sounds and songs can easily go viral. Therefore, make sure you are using trending music in your videos. That way, you can attract an audience already showing in the audio.
Take note of trending effects and hashtags, too. If there is a trending challenge of memes, look for a way to give it a unique spin. Also, use trending video formats. If you find a particular video going viral, make a version that aligns with your niche. Going with viral TikTok trends can introduce your content to accounts and communities that would otherwise be hard to reach. However, ensure that you only participate in trends that align with your brand values and interests.
Unlike what many creators think, hashtags aren't only relevant on Instagram. However, just as with Instagram, TikTok hashtags help with the discoverability of your videos. Therefore, you should use relevant videos to enable TikTok to know what your videos are about and recommend them to the right people.
When choosing TikTok hashtags, we recommend trending ones to increase engagement and visibility. If a trending hashtag challenge aligns with your brand's value, you can participate while adding a twist. Not only are trending hashtags good for TikTok content creation ideas, but they also help increase your content’s visibility.
You can find the relevant keywords in your niche using the search bar. You can then go to the hashtag tab to see some of the top hashtags related to it. You can also view the number of posts using the hashtag.
One thing you need to note is that most TikTok trends don't last for long. With some trends lasting only a few days, missing content for a day can make you miss a whole trend. That’s why a popular form of advice is to post consistently and frequently. However, even as you aim to post consistently, avoid sacrificing quality for quantity. Creating a high-quality trending video that resonates with your audience will likely do better than ten hastily but poorly done videos.
When thinking of engaging content, ensure that you use a hook in the content. The content should also resonate with your audience. Use a format and signature that will make your users easily recognize you. Ensure you closely observe TikTok metrics to apply the insights to your future content creation. When you find a particular content that people are watching to the end, you might want to focus more on such content.
The introduction will determine if viewers watch your video to the end, even though the average watch time will also affect the possibility of people watching your videos to the end. As noted earlier, the TikTok algorithm considers whether a user finishes watching a video when deciding whether to recommend it. If people drop off in the middle of the video, it will be hard to recommend it on the FPY page. Therefore, you must capture the viewer's attention within the first few seconds and keep them hooked until the end.
Since TikTok videos are often short, there is no room for adding an introduction. Instead, you should add the hook within the first two or three seconds. Avoid slow build-up of the introduction, as it can easily cause your audience to lose interest. They will become impatient and scroll to the following exciting videos. Add other elements in your videos, such as voice overs, text overlays, and sound effects, in the introduction to make the video more interesting. This will help you make your videos more engaging.
One of the ways in which you can stand out on TikTok is by focusing on your niche audience. Once you determine your target audience, you can focus on content that meets their needs and addresses their pain points. This will help you create an engaged and dedicated audience.
In the recent past, the maximum length of TikTok videos has expanded to ten minutes. However, this doesn't mean you should start creating 10-minute TikTok videos. Viewers are more likely to complete watching shorter videos than longer ones. Since the average watch time is a critical factor in determining the content to appear on the FYP page, you will get an advantage with shorter videos compared to longer ones.
Therefore, focus on creating short and punchy videos that will keep your viewers engaged from the beginning to the end. However, if you feel longer videos are better placed to support your brand identity, goals, and messaging, you can focus more on such videos. However, remember to have a good balance between short and longer videos.
As noted earlier, Tiktok trends are big on the platform, making them a good choice for enabling your brand to go viral. By focusing on trending content, you can easily fit with other creators on the platform. Besides trending content, find out which other types of content people are creating.
For instance, a recent TikTok trend is the creation of raw and unfiltered content as users feel it is more authentic. Instead of creating polished videos, you can join the bandwagon and make these kinds of videos. On the other hand, combine this with original videos that will offer your viewers unique and fresh content. The goal is to create a balance between what people are creating and unique content. It is also advisable to avoid controversial TikTok trends as these can harm your brand image.
No doubt, trending content can help you to go viral easily. However, most TikTok trends are short-lived. If you focus on such content, your fame will be short-lived. That's why you should also focus on long-term content that will help you build lasting growth and engagement. There are several tips to help you do that. These include:
Unless you are tracking the results of your social media campaign, it's impossible to tell if your campaign is bearing the desired fruits. The good news is that TikTok analytics offers you a wide range of TikTok metrics that will show you the results of your campaigns. It can help you track different metrics such as:
You can use TikTok analytics to check the performance of each video and the overall change over a certain period. You can then use the data to determine the type of content, its format, and the distribution method that will work best for your target audience.
Compare the performance of different videos, such as new vs. old, different lengths of videos, videos with different sounds, different sounds or music used, and more. Use this data to determine what is working for your TikTok campaign and what isn't working. You can then use the information to optimize your content and create a good content strategy.
Another tool you should use to your advantage on TikTok is captions. These play an important role as they help the algorithm to understand what the content is about. Therefore, make sure you populate this space with relevant keywords. That way, the algorithm will recommend the video to the right audience.
However, you need to avoid overusing the keywords in this space. Instead, place them strategically in a clear and easy-to-understand way. The keywords should also be relevant to the video.
While the TikTok algorithm can be complicated, especially for beginners, it is not entirely unhackable. By understanding it and using it to your advantage, you can increase your chances of making your videos appear in the FYP. Remember that genuine engagement and authenticity should come before virality when creating algorithm-focused TikTok content. On top of that, you should use the tips in this guide to understand it better and use it to your advantage.
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