In 30 seconds:
- You need to understand the TikTok algorithm if you want to be successful on the platform. We’re going through every detail so you can get your brand’s TikTok content to go viral.
- Our research shows that young people spend the most time on TikTok. Get the algorithm working in your favour, and you’ll win them over in no time.
- Follow these tips to get better engagement, likes and views on all your TikTok videos.
What does the TikTok Algorithm look like in 2023? We’ve got the full low-down on TikTok’s algorithm and how you can use it to send your brand viral. So let’s get started.
The TikTok Algorithm. It’s been a hot topic since TikTok’s initial rise- and it continues to draw huge intrigue. Why is it so different from other social media platforms, and how can you use it to achieve viral success?
At the end of 2021, TikTok received more online traffic than Google. Since then, it’s become the new search engine of choice for young people. More users are jumping on board with its intuitive search features and hyper-personalised interface. Now, in 2023, it’s more vital than ever for modern brands to have a strong TikTok presence and perfect their marketing strategy. But how do you start?
Historically, social platforms guarded their secrets about the logic informing their algorithm, how they prioritised social media posts and what prompted specific pieces of content or social media accounts to “go viral”. But that’s changed – and we have the info to prove it.
Navigating the TikTok algorithm isn’t one-size-fits-all, but there are key points we recommend to every brand, and they underpin every successful campaign we’ve run on TikTok. So, what’s the formula for success? That’s what we’re going to divulge.
The TikTok algorithm: why should you care?
Why is TikTok’s algorithm so talked about? Answer: because it’s so intuitive.
The point of TikTok’s algorithm is to keep users tuned into the app and coming back for more of what they love. It, therefore, recommends users videos featuring content and themes that they’ve already enjoyed – and no two users’ experience is the same.
In other social media platforms, a user’s content feed (on TikTok, it’s called the ForYouPage or FYP) is geared mainly towards accounts they’ve already chosen to follow. Not so for TikTok. Upon opening the app, the user sees content from a mixture of new and known accounts – big or small – that’s simply there because TikTok’s algorithm has predicted they’ll enjoy it.
This is huge news for brands. It means that the TikTok algorithm works by recommending your video content to exactly the kind of person who would like it the most – i.e., your potential ideal customer.
If that’s the case, you may wonder, “Why can’t I simply put a video up and hope for the best?”
The answer is: you can. But it might not get the traction you want. There are principles at play behind the TikTok algorithm, so it’s worth learning exactly what the recommendation system is looking for, so you can get ahead of your competition.
The TikTok algorithm exposed
How does the TikTok algorithm work? Here’s some info straight from TikTok: “The system recommends content by ranking videos based on a combination of factors – starting from interests you express as a new user and adjusting for things you indicate you’re not interested in, too – to form your personalised For You feed.”
As a user, therefore, the content you see on your ForYouPage is influenced by several factors:
1. User interactions
The way you interact with the content you’ve seen on the app helps determine what new content will be put forward to you. The interactions this is based on are:
- Likes, Shares, Follows and Comments – If you see a video and actively engage with it, it indicates to the TikTok algorithm that you are interested in this type of content.
- Own Content – The different types of content you create on your profile will inform the algorithm about the kind of videos you are interested in seeing.
- Completions and Re-watches – This is less obvious. TikTok’s algorithm takes into account whether you’ve watched a video right to the end and whether you’ve re-watched it, to determine whether you found it engaging – and whether you’d like to see more like it.
With a TikTok pro account, you can measure this data through the channel. To find out how to check out our article: How to Use TikTok Analytics: A Marketer’s Guide
2. Video subject matter & compatibility
TikTok user activity tells the TikTok algorithm the kind of videos they are interested in. The other side of the puzzle, therefore, is for the algorithm to understand new videos themselves and determine whether they fit into the kind of categories that a user likes.
The video information factors at play are:
- Captions and Hashtags – the copy a TikTok poster adds to their video can tell the algorithm a lot about its contents
- Sounds and Effects – the way a TikTok poster interprets TikTok’s tools can tell the algorithm about the content niche the video fits within.
- Similar accounts that are liking the video – if the video is popular with accounts that like similar content, this indicates to the algorithm that this is a relevant video to showcase.
3. Device and account settings
- Device type
- Location or country setting
- Language preference.
You’ll notice that nowhere in this list have we mentioned follower count. Popular videos on TikTok may draw in a huge number of followers, but whether or not your post becomes a viral video has nothing to do with the size of your following. The algorithm prioritises the quality and relevance of your content, not your social clout.
Things TikTok won’t show on the FYP
You won’t be shown content on your “for you page” that:
- You aren’t interested in. If you have tapped “not interested” on a video, TikTok will avoid sending you content similar to it.
- Registers as duplicate content. If there are two videos with the same content out there, TikTok will not send it your way.
- Is something you’ve already seen. The algorithm strives to supply fresh content consistently.
- Is spam. Anything flagged as not legitimate will not be shown.
- Could be unsafe. TikTok moderators seek to create a safe environment for everyone.
Did the TikTok algorithm times change?
The TikTok algorithm does change from time to time. In 2021, a TikTok algorithm update sought to help TikTok users see more diverse content. This prevented users’ recommendations from getting stagnant. This is one of the many ways TikTok continues to improve.
At Fanbytes by Brainlabs, we’re uniquely placed to see in real time whether the algorithm is changing. A key example of this comes from our observations on the correct time to post on TikTok for the highest engagement.
Up until February 2022, this was the old trend for times to post:
Fanbytes’ own data from Bytesights showing previous best times to post on TikTok. This has changed very recently.
However, Fanbytes’ own data now indicates that the best time to post new content in order to achieve the best engagement rate (ER) has shifted, with a peak in the morning instead. We judge this change as TikTok “internationalising” content. It used to be that the algorithm was strongly pushing content posted in the UK to UK audiences and US content to US audiences, but this data implies that may have become less of a priority.
If you’d like to find out exactly when you should be posting to generate the best engagement on TikTok, get in touch with us.
After all, you’re here because you’re researching the TikTok algorithm. Why not find out the most up-to-date data straight from the experts?
The TikTok algorithm code for brands
Essentially, the more a TikTok user interacts with specific videos, the more videos they will see that are deemed similar by the recommendation system. How should you think about this as a brand?
Understanding your target user’s interests, likes, and desires will help you recognise what kind of content you should be putting out there. This is the first point of call when it comes to going viral. If you want to know some insider tips on this, then check out our article on How to Go Viral on TikTok in 2023.
Going viral isn’t everything (more on this later), but If you post quality videos that capture your audience’s attention and abide by TikTok rules and regulations, you’ll be winning. Working with the algorithm, you can boost brand awareness, drum up engagement and build an online community to help your content reach new heights.
How? There are some specific steps you can take to make sure you are getting the most out of the TikTok algorithm.
6 tips to beat the algorithm and go viral
For your content to be a success on TikTok, there are a few pointers you should follow. We’ve got the inside scoop on how you can hack the algorithm and watch your content soar.
1. Optimise your videos
As we mentioned above, completion rate and re-watches are vital on TikTok.
As soon as you share a video on TikTok, the algorithm sends the content to a group of users’ ForYouPages – but only for a short time period. This is to help the algorithm learn about how TikTok users engage with your video. The key metrics are watch time and completion rate.
When someone views your content from start to finish, the algorithm will show it to more people. When it comes to TikTok videos (like reels and YouTube shorts) there was a time when marketers would recommend the sentiment “the shorter, the better”. After all, you want to make it easy for your viewer to see it to the end. But in 2023, that may not ring true anymore. The TikTok algorithm is changing, and content creators are the centre of this shift.
Late last year, TikTok announced its monetisation roll-out for creators who make the “most engaging” content. TikTok creators with 100,000+ followers will receive a 50% split of ad revenue from TikTok through its new advertising feature – TikTok Pulse. This means there may be a natural progression for longer videos on your FYP since longer videos have a higher chance of generating more money through ad revenue.
Of course, snappy content will still be popular (it’s one of the reasons the channel grew so rapidly), so don’t focus all your energy on long-form. A healthy mix should do the trick, especially for young people. They prefer watching shorter videos but have the capacity to consume hours of content too. So spark their curiosity with attention-grabbing intros and hook them into watching longer videos.
Whilst you have to keep your video length in mind, you also have to shoot it in the right way. TikTok videos that are shot vertically have an average 25% higher 6-second watch-through rate. So phones upright and fingers ready at the stop button, please. Your views and engagement depend on it.
Another way to optimise your TikTok content is by experimenting with the channel’s new features. Their newest innovations will often have online tutorials and easy-to-use interfaces. The platform seems to be prioritising carousel posts at the moment (the new content format they released last year that’s similar to Instagram carousels). Experiment with new app features and formats to see which work best. If you get it right, you’ll hitch a ride to increased reach and extensive organic growth.
2. Understand TikTok SEO
Using keywords in your content is essential, but to understand how to truly unlock the TikTok algorithm and have your content landing in your customer’s For You Page, you need to expand your idea of what SEO can be. What do we mean?
Picture this. You create a video showing off your product’s features, put some killer keywords in about said product and use data to ensure these keywords have traction. You’re on your way to getting noticed by TikTok searchers. Of course, these users will most likely know about your product already or, if not, the problem it’s solving. But what about building brand awareness? What about accessing ToFu leads who happen to be potential ideal clients? Appearing at the top of the search bar on TikTok is all well and good for MoFu marketing, but TikTok SEO can help you reach users in more ways than one.
People come to TikTok to be served perfectly curated content that aligns with their interests. The algorithm does the serving. So your brand needs to work with the algorithm by really diving deep into the kind of content your ideal customer wants to see. Utilise SEO cleverly to show up in your potential customer’s FYP and deliver authentic content around their conversations.
3. Stay on-trend
TikTok is a trendsetting app. There are a few ways to ensure you stay up to date with what’s happening:
Trending effects. Take a look at what effects are up there on the platform and use them. Check out your “discover tab” in-app and see what effects pop up the most. These will likely be trending and ready for use.
Trending sounds. 88% of TikTok users said that sound is essential to the TikTok experience. Use trending ones in your content. Like effects, this is all about seeing what others are using and jumping on board. Make sure to find the sounds through the app.
Trending hashtags. You’ll find these, along with trending effects and audio in people’s videos, on the discover page. It’s always good to combine them with niche hashtags, too, so you get a wide variety of audiences. You can also jump on board with hashtag challenges to get extra reach.
How can you always make sure you’re on trend? A handy method is to sign up for our weekly TikTok trends newsletter. It delivers timely TikTok trend updates, plus how your brand can use them and lands in your inbox every Tuesday.
4. Encourage engagement
We’ve already established that TikTok responds to the activities users take when they see a video. Creating content that encourages engagement, therefore, is an excellent way to utilise the TikTok algorithm and make sure you’re shown to more people.
But how do you encourage people to like, comment or share your video?
TikTok has considerably higher engagement rates than both Instagram and Youtube, with an average of 17.96%. That means it’s the perfect platform to get people to connect. Break the fourth wall and ask your audience questions, or make content around a topic that people want to talk about.
Alternatively, you can collaborate with someone who’s an expert in getting the best engagement. That’s right: influencers are a fantastic way to get engaging, so think about future partnerships. Working with the right creator is key. You need talent that aligns with your brand values to create authentic content and maximise ROI.
We use Bytesights, our in-house social listening and data insights tool, to find the ideal influencers for clients, so we know every campaign will land.
5. Go further than “viral”
Success on TikTok is more than “going viral”. Having one piece of content with a ton of views just won’t get you the results your looking for. You must create informed strategies to connect with new and existing customers and achieve continuous brand growth.
Every piece of content you put out needs to serve your long-term business goals. Don’t create content with the sole purpose of going viral. Your social media marketing materials need to say who you are every step of the way and communicate a targeted message.
Our event, My Brand Went Viral On TikTok – Now What? covered not only how to go viral on TikTok but also how to keep that momentum and drive stable revenue on the channel.
Ready to harness TikTok in the long term? Read the full report via the button below.
6. Become the niche
To achieve continuous success with the algorithm on TikTok; your brand needs to get into the nitty-gritty. We’ve already established how the algorithm understands your audience, but now your brand needs to hyper-target them. One way of doing this is through “niching”. But when you use a niche, you face competition and swathes of other content.
Instead, you need to become your niche. Be original and use your brand to create a specific style, topic and tone of voice on the platform. You want people to remember your brand, not the category you come under. When thinking of the top brands on TikTok, you’ll notice they all have something in common. They’re original. Just look at @chipotle’s success on the channel. That’s because they became their niche (oddball Gen Z humour with a side of tacos, anyone?). If you want to stamp your authority on the channel, your brand needs to do the same.
The TikTok algorithm matters, but this matters just as much
What else is key to success on TikTok? Having an ownable, authentic and relatable brand message.
The tips we’ve shared within this article are fundamental to your TikTok account’s growth, but there aren’t any easy-fix templates for a winning strategy. Don’t forget the number one thing you need to factor into all your content: showing who you are.
TikTok is not a space to only show your most polished, perfected brand messaging. 64% of TikTok users say they can be their true selves on the platform, and they expect you to do the same. The brands that use the platform best are those who are unafraid to experiment and share more of the personalities of the real people running their brand’s TikTok account.
Create a hook that people can connect with – and showcase your fun side. If that sounds scary, don’t worry: we’re the experts on all things Gen Z, so we know how to connect your brand with the right audience. We want to power you up with data-driven, expert rocket fuel that will put you ten steps ahead of the game.
Need some more savvy tips on how to up your TikTok strategy? Take a look at the links below for some more brilliant articles.
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