If you’re using TikTok for marketing, you’re probably looking for ways to gain traction on the platform. How do you get more views and followers on TikTok? And more importantly, how do you get more people to discover your content in the first place? Understanding how the TikTok algorithm works is key to making this platform work for your brand.
The FYP – For You Page
The TikTok algorithm is a system that makes content recommendations personalized for each user. It decides which videos a user might like based on their individual interests and displays them on the user’s For You Page (FYP). This means that the content you see on your FYP will not be the same as what your friends or colleagues see on their FYP. It also means that the types of content you see on this page will change over time as your viewing behaviour and preferences change.
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So, how does the TikTok algorithm decide which content to recommend? It considers a combination of factors, including user interactions and behavioral signals, information about the video itself and device and account indicators.
Analyzing user behaviour on TikTok
User interactions and behavioural signals are the most important consideration for the TikTok algorithm. This includes data such as likes and shares, accounts followed, comments posted and favorited videos. The algorithm uses this information to understand the types of videos you like to watch and the creators whose content you enjoy. That means it’s more likely to recommend videos similar to the ones you’ve watched and interacted with before, and it’s also likely to favour videos from creators whose content you’ve regularly engaged with.
The information on the video itself, such as captions, hashtags and sounds, also helps TikTok understand how to rank the content. This is because it uses this information to understand what the content is about so it can decide when to display it on users’ FYP. It’s important to optimize this information for content discoverability, using relevant hashtags and clear, concise captions that accurately describe the content of your video.
The value of engagement
TikTok also looks at the device and account settings of each user to optimize for performance. This includes country settings, language preferences, device type and category selection. However, these factors don’t hold as much weight as user interactions and behavioural signals, so it’s more important to focus on driving engagement with your content.
6 tips for better performance on TikTok
So, how can you “hack” the TikTok algorithm and get your content in front of more users? Here are some practical tips:
1. Drive engagement with your content.
As mentioned, user interactions and behavioral signals are the most important ranking factors for the TikTok algorithm. So, the more likes, shares and comments your videos receive, the more likely they are to be recommended to other users.
2. Optimize your video information for content discoverability.
Use relevant hashtags and clear, concise captions that accurately describe the content of your video. This will help the algorithm understand what your video is about and when to display it to users.
3. Post consistently.
The more active you are on the platform, the more opportunities you’ll have to get your content in front of users. Just be sure to strike a balance and avoid overwhelming your followers with too much content.
4. Collaborate with popular creators.
Working with influencers or popular creators can expose your content to a larger audience and help you gain more followers. Just be sure to choose creators who align with your brand and message.
5. Understand the trends and styles that are popular on the platform.
TikTok is known for its creative and quirky content, so it’s important to understand what’s currently trending on the platform and consider incorporating those trends into your own content.
6. Be authentic and genuine.
TikTok users respond well to genuine, authentic content, so it’s important to be yourself and not try to imitate other creators or styles that don’t fit your brand.
Understanding how the TikTok algorithm works and using it to your advantage can help you gain more traction on the platform and get your content in front of more users. By driving engagement, optimizing your video information for content discoverability, posting consistently, collaborating with popular creators, understanding trends and being authentic and genuine, you can effectively “hack” the TikTok algorithm and grow your brand on the platform.
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