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Want to be discovered?
Whether your brand is completely new to TikTok or you’ve been making content there for a while, there is one big way to get noticed: appearing on the For You feed!
The ‘For You’ feed is one of the defining features of the TikTok platform, and it’s a great way to get your brand noticed by more users as it’s the very first thing you see when you open TikTok. The For You feed is essentially a carefully curated stream of recommended videos. Powered by the TikTok algorithm, it’s all about predicting what a particular user wants to see and delivering that content to them. But how can your brand get on For You pages across TikTok in 2020?
In this article:
How TikTok recommends videos
The first thing you really have to know is this: there isn’t just one For You page out there! This is the basis of how the recommendations work. One thing that makes TikTok such a success with users across the globe is that the For You feed is entirely customised – they are each unique and tailored to the individual user. This means that while many users may come across some of the same videos, no two feeds will ever be exactly the same. It’s all about getting a personalised experience.
So how does TikTok figure out what a user wants to see? This is all about interactions, like posting a comment or following an account, as well as indicating to TikTok what the user doesn’t want to see. Inputs like these teach TikTok what the user wants more of and delivers it to them, hiding more of what isn’t relevant to them. You can read more about TikTok’s approach here.
Understanding the TikTok algorithm
Let’s dive a little deeper: what determines relevant content for a particular user? We’ve already mentioned interactions, but let’s get specific. There are a number of factors taken into account to deliver meaningful content to users on TikTok.
- User behaviour and interactions. This includes the videos a user likes or shares, comments posted, and content created in response to a video. Encouraging interactivity is huge on TikTok. What isn’t included here is follower numbers – you can read more about why that is here.
- Account authority. This means that TikTok will boost content from accounts known for regularly posting quality content. If your account becomes known for poor quality content, it’s unlikely your videos will be shared as widely as they could be.
- Hashtags and descriptions. The way you define your videos with hashtags and descriptions really matters, so put some thought in before you tag your videos, as mislabelled content can be a problem.
Keep in mind that TikTok does its best to keep its For You feeds fresh and exciting for users, feeding in unexpected or different content some of the time to avoid repetition and diversify its recommendations. Read more about what we’ve got to say about the TikTok algorithm here.
Making winning content
With all that said, how do you actually make the content the best it can be for recommendation on a For You page? Here are the steps.
Step One: Keep posting regularly
It’s not enough to come up with one great idea and leave it at that! You’ve got to keep posting regularly to really boost and benefit from your account authority. The more often you release great new videos, the better, so be consistent!
Step Two: Encourage interactions
TikTok native features, like duets, have been used to amazing effect in viral videos across the platform. So, make sure you’re encouraging a response – this is a powerful kind of interaction and bodes well for your algorithmic boost! And don’t forget to make your own responses and engage with existing communities within the TikTok landscape – use trending sounds, for instance, and show how you’re getting involved in what’s happening on TikTok today. This brings us on to our next step…
Step Three: Respond to the trends
Responding quickly to burning new crazes in either the format or music used in your videos will help get the attention your content deserves. Make your own creative take on a comedy skit, meme or challenge and get in on the action. New trends are always appearing, so keep your eye on the prize!
Step Four: Keep it concise
Two of the other big considerations for the TikTok algorithm is watch time and completion rate. This means it’s important to keep things concise if you want to maximise how often users are watching through to the end of your videos. We always recommend 10-15 seconds as the ideal length! It might not sound like much, but you can do a lot with 15 seconds, trust us.
Step Five: Don’t kill your authority
This is all about trustworthiness! This means you must avoid removing videos that aren’t performing as well as you’d like – the more often you remove, the more likely it is that TikTok will recognise your account as one that produces poor quality content. It’s also important to be using hashtags appropriately, and really invest the time and creative thinking required to make content that is driven by quality, fun and accessibility.
There you have it – the ultimate start to your brand’s success on TikTok. Get savvy on TikTok’s algorithm and making the best possible content that suits TikTok and its users best. With this knowledge and by following these steps, you’re more likely to get your brand on For You pages across the world.