TikTok Algorithm: How It Works & How to Use It

Information in this blog post was obtained from Hootsuite.

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Why Pay Attention to TikTok’s Algorithm?

Many of us watch TikTok videos and think, “I can make a video like that!” And honestly, this isn’t far from the truth. While it might seem simple, creating a good video takes skill, effort, and confidence. Even after hours of meticulous editing, your content can still disappear in the void of endless scrolling, gathering a handful of views. It can be a frustrating experience. If you’re a student who is looking to start a career in the world of social media marketing, or a professional looking to hone your skills in the digital era, understanding the TikTok algorithm isn’t just helpful — it is essential. With TikTok’s growing influence as a marketing tool, knowing how the algorithm works can be the difference between being lost in the feed or being a part of the center stage on the For You Page (FYP). In this post, we’ll break down how the algorithm works, show you how creators and marketers use it to their advantage, and give you tips and tricks that will help you land on the FYP. Let’s uncover the secrets of the TikTok algorithm to get you where you want to be!

How TikTok’s Algorithm Works

First, we have to understand what the TikTok algorithm is before breaking it down. Do you ever wonder how TikTok knows exactly what you want to watch? It “knows” through its algorithm by understanding what you like to watch, and just as importantly, what you don’t want to watch. Everyone — you, me, and your friends — has a unique and personalized FYP. What makes the content on TikTok captivating is that it evolves as your viewing habits and preferences change. One day you may be watching how to bake chocolate chip cookies in three easy steps, and the next, you might be going down the rabbit hole about conspiracy theories. Whatever it is, TikTok will cater to the interests you build up. But how does it know? How does the TikTok algorithm work? Well, a lot of social media companies don’t want to give away how their algorithm works, but TikTok shared a few key ranking signals: user interactions, video information, and device and account settings.

1. User interactions can range from the following:

• Liked/shared/favorited videos

• Followed accounts

• The amount you watch a video (to its fullest or partially)

• Your very own original content

2. Video information includes:

• Captions/hashtags

• Sounds

• Effects

• Topics that trend

3. Device account settings include:

• Language preference

• Country setting

• Type of device

• Categories you chose when you made an account (if any)

4. Things not included in the algorithm

• Duplicate content such as reposts

• Content you have seen already

• Spam content

• Sensitive content (graphic content)

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Algorithm Breakdown

When you like, share, or favorite a video, TikTok signals this as a video you have an interest in. If you had zero interest in it, you would simply scroll past it, reducing the watch time of the video. The same concept applies to the accounts you follow. When you follow creators, you follow them because their content is relatable to you on some level, and TikTok picks up on this. Based on the type of account you follow, such as a health and fitness account, an art account, or an outdoor account, TikTok will try to recommend the same or similar content on the FYP. TikTok also takes any original content you make into account. This reinforces the algorithm to cater to your viewing habits and preferences. If you make outdoor videos about camping, the algorithm is more likely to feed more of those content niches and refrain from showing you content about cars. Unless you’re into that too? When you’re creating content, TikTok studies what you write in captions with plain text or hashtags. This enables TikTok to group your content under those hashtags so other users/creators can view what is already out there and posted. Trending topics also get picked up by the algorithm because the content will likely get mass amounts of views due to popularity or controversy. It is just as important to understand what content a user doesn’t like. TikTok doesn’t show you any content you’ve seen already, such as duplicate content or spam content. You won’t see the same video twice as your FYP changes over time. The algorithm will especially not show you sensitive content. If you like to learn about biology, then all of a sudden you’re met with a medical procedure that may upset you, you may be less likely to watch any videos on the platform. One more aspect that isn’t included in the TikTok algorithm is follower count for new users. This is a huge advantage because it means anyone can have a viral video without having the favor of hundreds or thousands of people. For more information on the TikTok algorithm, check out David Finch's post here.

How Content Creators Leverage TikTok

Now that we understand how the algorithm works, we can explore how content creators use it to their advantage to increase their visibility. Why would a content creator want to use the algorithm to boost their visibility in the first place? Typically, it is to generate an income. Content creators and marketers alike use TikTok for marketing purposes. How do you market on TikTok in the first place? There are a few ways to market yourself and your brand and products.

We are going to talk about TikTok Shop (TTS). You read that right. TikTok has its very own dedicated marketplace where products are sold. Think of it as TikTok’s version of Amazon. This is where content creators sell their own brand/products or advertise that of someone else’s. Users create videos showcasing the product they want to sell. However, you may only sell in eligible countries under one of these categories: Creator, Seller, or Partner. Creators earn commission from TikTok Shop Affiliate through a link provided in your videos for every sale generated. TikTok Shop sellers are essentially merchants. TikTok Shop Partners are businesses that provide professional-level e-commerce goods and services to sellers and creators. By promoting products of your own or of others, you can make an income. This is why content creators and marketers use the algorithm to their advantage. Higher visibility means more people are watching videos about their products, which eventually leads prospects through the AIDA funnel.

Image Courtesy of TikTok

Getting On the FYP

You know how the algorithm works, and you know how to use it to your advantage. Great, but now what? The next step in becoming a TikTok pro is to apply both principles to land yourself on the FYP. The FYP is the first section of TikTok you see when you open the app, either on your mobile device or on your computer. It’s your objective to be seen on the FYP, whether you have ten views or two million views. You want to be able to catch the attention of your audience or future audience to achieve a goal using the AIDA funnel.

With knowing how the algorithm works and how creators leverage it to get noticed, how do you get on the FYP? First and foremost, you want to make something you think is worthy of sharing with your audience, something they can relate to or resonate with. This can be something within your niche, selling a product, or being a part of the most recent trend. You also want to be authentic with your audience because, let’s face it, we can tell when someone is faking it. How do you get there exactly? Well, you need to make a compelling video, interact with your audience, and even study other content creators by looking at their most successful videos. Did it have a captivating hook? Did it keep you engaged during the entire video or partially? Did it teach you anything or answer any questions you had? Did you watch the video because you searched for it during a timely event (news, major sports, etc.)? These are all questions that you need to ask yourself to make content that can get you on the FYP. You need to experiment with your content until you find what works for you. Once you do that, stick to the formula you have developed for yourself and optimize your content through improvement so you can appear on the FYP.

Image Courtesy of TikTok

Create, Persist, Succeed

We have all felt what it’s like putting effort into creating content, only for it to underachieve. That is why I wanted to explore the topic of understanding how TikTok actually works and help you avoid that learning curve. First, we talked about how the algorithm works by detailing the signals it uses to create an optimized user experience. Then we discussed how content creators and marketers take advantage of the algorithm to boost their visibility by using TikTok to turn viewers into customers to earn an income. Finally, we explored how to get your content onto the FYP through different approaches to create compelling and authentic content until you find what works best for you. Now that you have a clear understanding of how the algorithm functions and how to use it to your advantage, you’ll be more prepared to create strategic content. Keep honing your craft, have consistency, and you’ll be on the FYP in no time.

Resources

Hootsuite. (2024, February 5). How the TikTok algorithm works in 2024: Explained. Hootsuite. https://blog.hootsuite.com/tiktok-algorithm/

Hootsuite. (2024, March 18). TikTok shopping 101: How to sell products directly on TikTok. Hootsuite. https://blog.hootsuite.com/tiktok-shopping/

Hootsuite. (2023, November 16). How to get on the TikTok For You page in 2024. Hootsuite. https://blog.hootsuite.com/tiktok-for-you-page/