The TikTok algorithm is the fuel that powers the highly addictive For You page on the platform. Here’s everything brands need to know about how the TikTok algorithm works and how to work with it in 2023.
What is the TikTok Algorithm?
The TikTok algorithm is a recommendation system that determines which videos will appear on your (unique and personalized) For You page.
No two users will see the same videos on their For You page, and the videos you see may change over time based on your viewing preferences and even your current mood.
Here is how TikTok itself defines the TikTok For You page algorithm:
“A video stream tailored to your interests, making it easy to find content and creators you love… based on a recommendation system that provides each user with content that that particular user is likely to be interested in.”
How does the TikTok algorithm work?
Social platforms initially kept their algorithms secret. This makes sense, since the recommendation system is a proprietary technology that helps make each social network unique.
Algorithms are the key way social media engages us and keeps our attention. TikTok doesn’t want spammers and other shady characters to trick the algorithm into getting more attention than they deserve.
However, as people have become more skeptical about the inner workings of social networks, most platforms have revealed the basic principles of how their algorithms work.
Luckily, this means that we now know some of the key ranking signals for the TikTok recommendation algorithm straight from TikTok – we’ll detail them below.
TikTok Algorithm Ranking Signals
User interaction, video information, and device and account settings are the main factors that influence the TikTok algorithm.
1. User interaction
Similar to the Instagram algorithm, the TikTok algorithm bases recommendations on the user’s interaction with the content in the app. What interactions? Anything that gives hints about what content the user likes or dislikes.
The For You page recommends content based on several factors, including:
- What accounts are you following
- Comments you posted
- Creators or sounds you choose to hide
- Videos you liked or shared in the app
- Videos you’ve added to your favorites
- Videos you tagged as “not interested”
- Videos you’ve flagged as inappropriate
- Longer videos that you watch to the end (i.e. video completion rate).
- Content you create on your account
- Interests you have expressed by interacting with organic content and ads
2. Video information
While user interaction cues are based on how you interact with other users in the app, video information cues are based on the content you typically search for using Discover or Search.
This may include details such as:
- Signatures
- Sounds
- Hashtags*
- Consequences
- Topics
*If you want to learn more about how your TikTok hashtag strategy impacts your reach with the algorithm, watch our video:
3. Device and account settings
These are the settings that TikTok uses to optimize performance. However, because they are based on a one-time selection of settings rather than active interaction, they do not have as much of an impact on what you see on the platform as user interaction and informational video cues.
Some device and account settings included in the TikTok algorithm:
- Language Preference
- Country setting (you may be more likely to see content from people in your country)
- Mobile device type
- Interest categories you have selected as a new user
What is not included in the TikTok algorithm
The following content types will NOT be recommended by the algorithm:
- Duplicate content
- Content you’ve already seen
- Content that the algorithm marks as spam (including videos that “seek to artificially increase traffic”)
- Potentially upsetting content (TikTok gives examples of “graphic medical procedures”or “legal consumption of regulated goods”)
And here’s some good news for all new TikTok users or those who haven’t built a large follower base yet. TikTok does NOT base recommendations on follower count or history of previous high-performing videos.
Of course, accounts with more followers are more likely to get more views because people are actively searching for that content. However, if you create great content that speaks directly to your target audience, you have just as much chance of landing on their For You page as an account that has had previous viral videos (including even the biggest TikTok stars).
Not convinced? Here’s the scoop straight from TikTok:
“You may come across a video in your feed that doesn’t seem to… get a huge amount of likes…. The variety of videos in the For You feed gives you additional opportunities to stumble across new categories of content, discover new creators, and see new perspectives.”
Your goal is to become one of these new creators for your target audience. Here are 9 tips to help you get there.
9 Tips to Get on the TikTok Algorithm
1. Find your subculture
It is important to find existing communities to interact across all social platforms. But the nature of TikTok’s recommendation algorithm makes this step even more important in the app.
This is because unlike other social networks where people spend most of their time interacting with accounts they already follow, TikTokers spend most of their time on the For You page. And 70% of them say they feel part of the community on the platform.
If you can tap into an existing community or subculture, you are more likely to reach the right audience. Luckily, the TikTok subcultures gather around hashtags (more on that later). Some of the best TikTok communities in 2022 were:
#BukTok
“The biggest book club on the planet.”
@metmuseum Story time with Chief Librarian Ken Soehner! Did you know The Met has eight libraries? #MuseumLibraryWeek #BookTok #LibraryTikTok
#CarTok
With 40.3 billion views, it’s safe to say that this TikTok community is into cars.
@berrygroupbmw A sneak peak of the sounds of the brand new BMW i7. Combining electric performance and multisensory entertainment, this luxury vehicle produces an unforgettable driving experience. #bmw #bmwuk #bmwi7 #i7 #soundsof #soundsoftiktok #carasmr #asmr #bmwlove #bmwmotorsport #bmwelectric #bmwsoftiktok #msport #ev #electriccar #electricvehicle #asmrsounds #asmrvideo #asmrtiktoks #asmrsound #bmwi #newcar #newcarcheck #fyp #car #carsoftiktok #cartok
#PharmTok
A new generation of farmers and ranchers provides an inside look at farm life.
@samdracott_farrier #samdracottfarrier #asmr #farrier #oddlysatisfying #horsesoftiktok #learnontiktok #satisfying #farmtok #uk #horsetok #horses #equestrian
#CrochetTikTok
Artisans take their social media seriously, as evidenced by the 3.8 billion views of this yarn community.
@kutiecrochet New skull set out on Jan 6 😈😈 #crochet #skulls #crochetersoftiktok #skull #travel #crochettok #witchtok #witchy
Understanding your most valuable subculture can also help you create content that truly connects with TikTokers, building credibility, brand loyalty, and even more exposure. TikTok users want brands to take this approach, with 76% saying they like it when brands are part of special interest groups on the platform.
TikTok Audience Insights can help you find your subculture by identifying interest categories and hashtags that are most relevant to your audience.
Source: TikTok
To access audience statistics, open TikTok Ads Manager and hover over “Reports”, then click “Audience Statistics”. Please note that you do not need to be a TikTok advertiser to use this tool.
2. Maximize the first moments
TikTok is moving fast. This is not a platform where you can add an intro before diving into the essence of your video. The hook for your video should inspire viewers to stop scrolling.
Grab attention and show the value of the view in the first seconds of your TikTok. In particular, the first two seconds are critical to brand recall and recognition.
Crocs immediately grabs your attention with this… umm… crocodile skin top? And things never slow down from there.
@crocs Why do you think Crocs are certified ICONIC? 📣 Sound Off 📣 #Crocs #CrocTok #fashion #iconic
3. Optimize for Search
TikTok SEO is the new buzzword and TL; DR is that you want to create content for the keywords and hashtags that people are searching for. This allows you to show your content to people who are actively searching for specific content on the platform, rather than just scrolling FYP.
TikTok recently increased the maximum caption length to 2200 characters. This extra real estate gives you enough room to work with keywords that will boost your TikTok SEO. Start searching for trending keywords by region and industry in the TikTok Creativity Hub.
Of course, your signature isn’t the only place you can include keywords. TikTok can also pick them up from your voiceover or text overlay.
Want to know more? We have a whole video on how to launch your TikTok SEO strategy:
4. Create quality videos specifically for TikTok
It should be obvious, right? Low-quality content will not end up on the For You page.
You don’t need any fancy equipment – your phone is the best tool for creating authentic videos. What you really need is decent lighting, a good microphone if you’re going to be recording audio, and a few quick edits and transitions to keep the content moving.
TikTok videos can be anywhere from 5 seconds to 10 minutes long, but TikTok says that videos should always be longer than 10 seconds to make the best impression. However, don’t go away unnecessarily long. Video completion speed is an important signal to the algorithm, so you don’t want people to drop out of your video because it drags on and on.
For now, you need to shoot videos vertically to succeed on TikTok. But the platform started testing the horizontal video option at the end of last year, so keep an eye out for possible changes in this direction. Since it’s not clear if horizontal video will be complete, stick with the 9:16 aspect ratio.
Create your videos so that they play with the sound turned on. 93% of TikToker users use the platform with audio enabled, and 88% said audio is “essential”on the platform.
And be sure to use TikTok’s built-in features like effects and word processing. In the words of TikTok, “These native features help make your content feel natural to the platform, which can also help get it featured on more For You pages!”
The Washington Post may not seem like the most obvious brand to experiment with TikTok effects, but they are killing it by using green screen backgrounds and quick cuts to make complex news easy to digest.
@washingtonpost Companies paying for data say these types of transactions — known in the industry as “zero-party data sharing” — benefit consumers who, until now, received nothing save targeted advertising in exchange for their data.
In particular, try experimenting with trend effects. TikTok identifies them in the effects menu.
5. Post at the right time for your audience
While this is important for all social media platforms, it is especially important for TikTok. Active engagement with your content is a key signal for the algorithm.
There are several ways to find out when your audience is most active on the app.
1. TikTok Analytics:
- On your profile page, tap the three dots icon in the top right corner of the screen.
- Click Creator Tools, then Analytics.
Source: TikTok
For more details, we have an entire post on how to get the most out of TikTok Analytics.
2. Best time to post on Hootsuite
If you have a TikTok Business account (not a Creator account), you can use Hootsuite’s “Best Time to Post”feature to get personalized recommendations on the best time to post for your specific audience.
Watch our video on how to find the best time to post on TikTok for your account:
6. Interact with other TikTok users
21% of TikTokers said they feel more connected to brands that comment on other people’s posts. It’s also important to keep an eye on comments on your own videos: 76% of users say that brands that post or reply to comments feel like they’re part of the TikTok community.
TikTok recommends a “react, reply and remix”strategy:
- React to popular content
- Answer actual questions or hints
- Remixes of popular ideas with authors
Duets, Stitch, and video responses to comments are great ways to leverage this strategy.
Stitch is a tool that allows you to cut and integrate moments from other TikToker users’ content into your own.
Duets allow one user to record a “duet”with another user, commenting on the original creator’s video in real time.
And video responses to comments allow you to create new video content based on comments or questions on your previous posts.
Fenty Beauty consistently uses video responses to create videos that respond to fan comments and requests, showing that they are paying attention to their user base and delivering value to people:
@fentybeauty Replying to @saleeeeena Daaaaas right, UK boos!! 🤎 #FENTYPARFUM is dropping EXCLUSIVELY in-store & online at Harvey Nichols TOMORROW❕ #harveynichols #fentybeauty
TikTok’s default settings allow others to create Duets and Stitch videos using your content. If you want to change this for a specific video, tap the three dots icon on the video to open the privacy settings and then make the necessary changes.
You can also disable these features for your entire account, but this will limit the ability of other TikTok users to interact with your content, reducing your discovery potential.
7. Use the right hashtags
To find popular hashtags, head to the TikTok Creativity Center. Click the Analytics button next to any popular hashtag to see a full breakdown of its popularity, including audience demographics and related interests.
Source: TikTok Creative Center
Be sure to follow the hashtags associated with challenges. Hashtag challenges are a good way to come up with new content ideas while sending good trends to the algorithm.
And take a look: 77% of TikTokers said they love it when brands “use trends, showcase memes, or launch collaborative competitions on TikTok.”
You can also focus on your specific audience and find the top 10 hashtags they interact with with the TikTok Audience Insights tool.
8. Use trending sounds and music
Two-thirds (67%) of TikToker users said they prefer branded videos with popular or popular songs. And, as we said, participating in any trend is a good choice if you want to get on the “For You” page.
So, how do you know which songs and sounds are trending?
You can often get an idea of the latest popular sounds just by keeping an eye on their For You page.
But to be more specific, you can find popular songs by region in the TikTok Creative Hub. As with popular hashtags, you can find insights such as audience demographics and related interests. Please note that this section of the Creative Center only includes songs, not original user-created sounds.
9. Be real and have fun
TikTok is not the place for button-down, over-polished content.
- 65% of TikTokers say they find professional-looking brand videos inappropriate
- 44% want to see “fun or entertaining” content from brands.
- 71% say the creator’s authenticity motivated them to buy the product
- 64% prefer to see regular people rather than celebrities in TikTok ads.
- 75% believe brands’ TikTok should be seen as a look at the daily lives of brands and employees.
- 77% like it when brands take a peek behind the scenes or talk more about themselves
TikTok users want to see brands experiment and have fun on the platform, with 79% saying brands should experiment with different themes to figure out what works best for them on TikTok.
Frequently Asked Questions About the TikTok Algorithm
What is the TikTok Algorithm?
The TikTok Algorithm is a proprietary set of signals that TikTok uses to determine what content is displayed on an individual “For You”page for each TikTok user.
How to reset the TikTok algorithm
There is no official way to reset the TikTok algorithm, but there are a few steps you can take to retrain it to change what you see on the For You page.
- Clear cache. On your profile, tap the three-line icon, then tap Settings & Privacy, then Clear Cache.
- Unsubscribe from accounts. On your profile, click the number above “Subscriptions”, then unfollow those you no longer want to see content from.
- Like more than what you want to see. Send the algorithm new signals about what you would like to see by liking the types of videos you want to see more often.
What are the main ranking factors of the TikTok algorithm?
The main rain factors of the TikTok algorithm are: