Building on the success of other social media platforms, the TikTok algorithm almost feels like magic. If you’ve spent any time on TikTok, you’ve likely had the uncanny feeling it knows exactly what you want. A potato salad recipe appears on your For You page (FYP) the same day you tell someone you’re craving potato salad. Or you Google “how to install a sink faucet,” only to see a TikTok video explaining the process hours later.
In reality, the algorithm isn’t as much of a mystery as you’d think. Using a set of indicators, the algorithm develops an understanding of the content that most appeals to you. As a result of all this data crunching, your feed can feel as unique to you as your own fingerprint. As you can imagine, AI predictive analytics have accelerated the process to an almost spooky degree.
TikTok has gained a reputation for connecting niche content with niche markets. Brands with highly specialized products and services have flocked to the platform as a result.
“To stay relevant, brands must consistently create at the intersection of what they deserve to be famous for and the relatable problems they help solve within niche communities,” says Leslie Ann Hall, CEO of Iced Media.
Understanding how the algorithm functions can get your videos in front of the right users and help you make money on TikTok. Read on to learn more about how TikTok’s algorithm works, with detailed insights from Leslie and entrepreneur and content creator Mini Ikonn.
What is the TikTok algorithm?
The TikTok algorithm is an AI-powered recommendation system dictating which videos get surfaced in a user’s feed based on their preferences. Instead of showing users only content from accounts they follow, TikTok’s algorithm mixes in content from accounts they’ve yet to discover.
The platform takes a range of data points into account—in particular, watch time, likes, and comments—to deliver highly personalized, relevant content to its user base. Often, that includes content users would never have thought to seek out.
How does the TikTok algorithm work?
In general, the TikTok algorithm works by measuring users’ watch time, likes, and comments and recommending similar videos. TikTok’s algorithm relies on several ranking factors to connect users with content they may enjoy:
User interactions
TikTok predicts videos that users are likely to enjoy based on their likes, saves, shares, and comments, as well as how long they watch each video and whether they re-watch it. The algorithm also considers the accounts and hashtags users follow and search for, plus the content they create.
User information
The language preference, country setting, and device type customers choose when they set up their TikTok account all help the algorithm determine what to show them.
Video information
TikTok uses captions, hashtags, sounds, music, and visuals to determine what each post is about and recommend it to the right audience. It also uses engagement to determine a video’s value. First, the algorithm shows the video to a few hundred users—a phenomenon anecdotally known as “300 view jail.” Based on initial engagement, TikTok determines whether to show it to a wider audience of other TikTok users.
The TikTok algorithm takes these elements and then ranks videos with a prediction score, showing users videos it deems they’re likely to enjoy. While considering existing user preferences, TikTok also sorts for freshness, so viewers don’t see near-identical videos over and over.
What the TikTok algorithm doesn’t show
To comply with the app’s community guidelines and ensure your content can be featured on TikTok users’ For You pages, avoid content that may be considered hateful, dangerous, sexually suggestive, unoriginal, or advertising regulated substances. Content that promotes misinformation, employs fake incentives, or has undisclosed paid promotions is also penalized by the app. Here’s a full list of TikTok’s community guidelines.
According to TikTok’s community guidelines, minor violations get a warning strike, and severe violations can result in an immediate ban of your account.
Tips for working with the TikTok algorithm
- Lead with your interests
- Prioritize niche communities
- Post consistently and frequently
- Build a creator community
- Hook viewers quickly
- Use relevant keywords in captions
- Consider longer videos
- Focus on quality
- Stay up to date on trends
- Learn from your own data
Here’s how you can use the TikTok algorithm to adapt your content strategy and improve your reach:
Lead with your interests
For the sake of you and your target audience, make content about topics that pique your interest or curiosity. Centering your passions helps you avoid burnout and lead with authenticity—something viewers appreciate.
That approach worked for Mimi Ikonn, cofounder of the brands Luxy Hair, a hair extension company, and Intelligent Change, a line of gratitude journals and productivity tools. When Mimi started making video content, she focused on sharing her journey in the hairstyling and hair accessories world, because that’s what she was most interested in.
“It’s about enjoying what you’re doing, because that will resonate with the audience,” Mimi tells the Shopify Masters podcast.
Create content you’d want to watch. If it feels tedious to you, there’s a good chance it’ll feel tedious to your audience too.
Prioritize niche communities
Iced Media’s Leslie Ann Hall says that the main thing business owners should know about TikTok’s algorithm today is that the riches are in the niches.
“The more nuanced and personalized your content is, the better chance you have at building an audience,” she says.
“The brands that win are the ones with a distinct point of view and a deep understanding of their audience,” she explains. “In beauty, that might mean content for postpartum moms with thinning hair, GLP-1 (weight loss medication) users dealing with sagging skin, or teen boys searching for acne solutions. When brands show up with hyper-relevant, empathetic storytelling that meets specific needs, the algorithm rewards it.”
Leslie recommends that brands create content at “the intersection of what they deserve to be famous for and the relatable problems they help solve within niche communities.”
Post consistently and frequently
Posting consistently and frequently is key to reaching new followers. A Pew Research study found that the most popular* creator accounts post multiple times per week on average, while the least popular only post around once per week.
If you need assistance generating post ideas to increase your volume or frequency, try some of the AI content creation tools available. Because it’s important to maintain your unique perspective, be sure to review and revise the output to ensure it aligns with your brand and your target audience.
*In the Pew study, popular was defined as those with more than 5,000 followers, who gained popularity primarily on social media platforms.
Build a creator community
Finding new ways to talk about your content over a long period of time can be tricky. One way to stay fresh is to recruit new voices to join in the conversation. Leslie suggests scaling your content by working with creators.
“Brands seeing the best results diversify how they keep up with the pace and volume of creator-led content required to grow on TikTok and TikTok Shop,” she says. “The good news is there have never been more solutions out there for each business to choose the approach that works best for them.” Leslie recommends taking a multipronged approach, including:
- Build creator communities. Platforms like WhatsApp and Discord allow businesses to build creator communities where they can directly communicate with partners in real time.
- Join influencer platforms. AI-driven platforms like Statusphere can help brands connect with a large volume of creators.
- Use TikTok Shop Affiliate Center and TikTok One Creator Marketplace. These on-app platforms are built to enable TikTok affiliate marketing and support brand-creator partnerships.
- Create loyalty programs. Brands can turn their existing loyal customers into advocates. Leslie recommends tools like Duel and TYB to help brands design loyalty programs that offer incentives to produce conversion-driven content.
Hook viewers quickly
Because watch time is one of the most important ranking signals for TikTok’s algorithm, you want to grab users’ attention right away and keep them watching. To do that, make the first few seconds of your videos as compelling as possible. Get right to the point of the video, use a text overlay to display a short, snappy headline, insert a trending audio clip, and start with an intriguing image to grab your audience’s attention.
You might also speak directly to your audience. According to Pew Research, “Four-in-ten posts from the most popular creators contain speech, compared with 20% from the least popular creators.” A captivating story helps you hook your audience and keep them watching to the end.
Use relevant keywords in your captions
Captions offer a great opportunity to tell audiences (and the TikTok algorithm) what your video is about. Put relevant keywords in the captions of all of your TikTok videos so users will have an easier time finding your video when they search for related topics. Combine this with other TikTok SEO best practices to make your content more accessible.
For the sake of content visibility, don’t try to game the system by using trending hashtags that have nothing to do with your content. Instead, be descriptive and let the TikTok algorithm deliver your videos to the right niche audiences.
Consider longer videos
Though TikTok is synonymous with short-form content, that content is getting a little longer. Statista reports that in 2024, the average TikTok video ran for 42.7 seconds, up from 39 seconds in 2023.
Pew Research’s analysis of creator posts shows that the most popular ones produce longer posts, with an average length of 39 seconds, while the least popular creators have average video lengths of 21 seconds.
TikTok documents this shift as well, noting that in the past six months, watch time of one minute or more content has been five times higher than short videos and viewership of longer videos has quintupled.
Focus on quality
In the long term, no amount of tweaking hashtags and video lengths can replace quality and the trust brands and creators build over time. When Mimi sold Luxy Hair and launched Intelligent Change, the bulk of her existing community stuck with her because they’d come to appreciate her commitment to quality.
“That’s the beautiful thing about content creation,” Mimi says. “When you create content, regardless of what you talk about, you build trust. So then if you choose to all of a sudden sell tea or workout gear, people will support whatever it is that you’re doing because they support you and they trust you.”
Stay up to date on trends
With new viral dance routines and challenges skyrocketing creators to instant popularity, it can be tempting to recreate every trend in the pursuit of views. In the long run, however, it’s best to engage with these thoughtfully.
“It’s just watching for those trends that resonate with people and then doing it in the way that resonates with your values and the content that you want to put out,” Mimi says.
Let’s say you run a small-batch coffee bean company. To attract relevant users, you might answer the trending question, “What’s the one item you’d take to a deserted island?” Coffee, of course. Posting your take on a relevant trend can make you part of the story; jumping on each one indiscriminately can make it difficult for viewers to understand what you’re all about.
Learn from your own data
Once you’ve spent a few months consistently creating content, head to your TikTok analytics dashboard to review what formats and topics users interact with the most. Is there a particular video that got thousands of more views than the rest? Does your audience seem to engage more with longer or shorter videos? Which had the lowest video completion rate?
In the same way that the TikTok algorithm learns from when users engage and lose interest, you can observe your own data to optimize performance.
TikTok algorithm FAQ
How do I reset my TikTok algorithm?
To reset your TikTok viewing preferences, simply go to “Privacy and settings,” “Content preferences,” “Refresh your For You feed,” and tap “Continue” to refresh the recommendation system.
How do I get 1,000 views on TikTok?
To improve your odds of getting thousands of TikTok views, create engaging content, remain consistent with your posting schedule, use trending sounds and hashtags, and learn from your own performance data.
Why am I not getting views on my TikTok?
Your TikTok content may not get views if it has low initial engagement, looks similar to many other creators’ content, or doesn’t grab users’ attention in the first few seconds. According to the Link in Bio newsletter, a third of marketers believe that TikTok is the hardest platform to crack right now. You can get views by prioritizing a niche, producing content you find deeply interesting, posting frequently, and including a hook in the first few seconds of each video. Just remember, solid, loyal followings are often built over time. It’s a marathon, not a sprint. Be patient and continue to test and evaluate your content.
