5 quick ways to make the TikTok algorithm work for you

It goes without saying that TikTok is the channel most companies and brands are interested in breaking into these days. Whether your concern is why your content is not getting enough views or how you can grow your account consistently; everything boils down to your understanding of how the TikTok algorithm works and how you can take advantage of it to generate consistent virality.

TikTok’s ability to consistently work out the best type of content to display to each individual is a key component of their success, the fact that the ‘For You Page’ is the default landing destination in the app indicates how important understanding the algorithm is to success on Tiktok.

Let's take a basic look at what TikTok’s algorithm prioritises when pushing content

1. User interactions - Similarly to other platforms such as Instagram, TikTok looks at how you interact with content to make recommendations. The For You Page makes recommendations based on things such as engagement, following, creators you do or don’t engage with and much more.

2. Content Information - TikTok’s algorithm looks at the information in the content posted analysing several factors such as captions, sounds, hashtags, effects, and trending topics on the content you’ve previously engaged with to make new recommendations to you, reducing the chance of seeing content that isn’t relevant to you.

3. Account and Device Settings - Remember those category choices you made when you created your TikTok account? Of course not, but TikTok does using this information alongside language settings, location and type of mobile device to make the recommendations even more relevant.
   

So, we’ve discussed the basic mechanics of the TikTok algorithm. How can you position your brand to make the most of it?

1. Create for TikTok - I have this Instagram reel that has performed really well, ‘I should definitely post it to TikTok’, if you do that the chances are it won’t work. The reason being that TikTok uses a sophisticated algorithm designed to detect content duplicated across the web, using this to deliberately restrict views and engagement for any infringing post.

2. Research Your Subcultures - Social media platforms are all about communities but it is something that is even more important for succeeding with TikTok’s algorithm. Finding the subcultures that are relevant to your brand and catering them makes it more likely that your content will be amplified due to TikTok’s priority for discovery rather than engaging with accounts you follow. Research the right hashtags related to your brand using them to create content that will increase visibility and build trust with your target audience.

3. Make The Most of Early Moments - As with all other social media platforms the first second of your video is the most important, this is what will hook your audience and show them that your video is worth watching. According to TikTok ad stats, content that opens with powerful emotions create a 1.7x lift in engagement vs content that opens up with neutral emotions

4. Caption Caption Caption! - A great caption could be the difference between engagement and skipping content. Use the 150 characters to show your audience why they should watch your video.

5. Take advantage of Trending Music - Trending songs are a great tool to aide discovery on TikTok. When tapping into trending music, the TikTok will use this to categorise your content, showing it to people who have already engaged with this trend.
   

It is important to note that your number of followers or previous virality does not have an impact on how your latest post performs, the only thing that matters is how you engage the algorithm and use it to your advantage. As with any social media platform; keep your eyes on new features as these can also aid performance as TikTok is all about trying out new creative approaches to content.