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With the For You Page a powerful tool for understanding user behaviour and needs, TikTok’s algorithm is unlike many other social platforms. With the potential to boost content to thousands of new users and gain unparalleled exposure for brands, we’re digging into the TikTok algorithm, and how you can work it to your advantage.
TikTok’s algorithm is designed to keep users scrolling and glued to their screens, and it works. Based on videos the user has liked, viewed, or flagged as a dislike, the algorithm is able to churn out endless engaging and bespoke video content on the For You Page – a highly personalised feed of TikTok content.
The algorithm that dictates the For You Page and what content goes viral is based on three things: User engagement, discoverability, and trending content.
TikTok's algorithm is deeply attuned to user engagement, which is tracked by metrics such as likes, comments, and shares. Brands and creators that share content which resonates with viewers can experience a surge in engagement, giving them exposure to a wider audience as the content lands on more For You Pages.
If there’s one thing TikTok excels at that other platforms don’t, it’s content discovery. The algorithm quickly learns each user’s preferences, allowing brands to be put in front of new audiences based on content that aligns with their brand identity and offering.
Participating in trending challenges and using relevant hashtags can propel a brand's visibility. These trends can lead to viral exposure, by grabbing the attention of users who might not have otherwise found the brand. Read more about using trends for your brand here.
According to the Influencer Marketing Hub, TikTok’s algorithm is very similar to the Instagram algorithm in that user interaction is a key part of its system. However, unlike Instagram, there’s a much higher potential for reaching new audiences on TikTok, thanks to the carefully curated For You Page algorithm. So, if you’re being strategic about how you’re posting to TikTok and who for, you’ve got much better odds of reaching new people than on Instagram.
If you’re looking to reach a new audience on TikTok, there’s a few strategies you can implement
Whether it’s BookTok for the book lovers, or CarTok for the (you guessed it) car lovers, there are plenty of niches to explore on TikTok. Create content that sits neatly in a niche or two and you can also use smaller more relevant hashtags to reach people who truly care about the content you’re sharing.
With more flex than ever on how long you can make your TikTok’s, longer content isn’t necessarily better. The algorithm closely follows if videos are watched until the end, so don’t go making your videos longer than they need to be. Anywhere between 10-20 seconds is usually the sweet spot.
Trending sounds and content ideas can be great way to excel your growth on TikTok. We’ve written a whole post about the topic which you can read here.
If you need a hand getting your brand to take off on TikTok, get in touch with our social team today.
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