TikTok Algorithm Guide

Maybe your brand has been killing it on Instagram. We’ve got good news and bad news. When it comes to TikTok, there’s a lot that you can transfer from your IG strategy—things like the importance of engagement, posting consistently, and favoring short-form video. But TikTok’s algorithm is more complex than Instagram’s because it’s more dynamic, personalized, and data-driven. While Tiktok’s algorithm may be harder to predict, there are bigger rewards for viral content. 

Keep reading for Media À La Carte's TikTok Algorithm Guide. It will help you understand how content gets surfaced and how to optimize your strategy for more reach and engagement.

The Tiktok algorithm determines which videos appear on a user’s For You Page (FYP) based on a mix of user behavior, video information, and device settings. Content is strategically recommended to you based on thousands of analytical inputs. The more a user interacts with TikTok (i.e. provides it with data), the better it will be able to predict content recommendations.

Here are the 3 key ranking factors of one’s FYP:

1. User Interactions

   1. Watch time (the longer, the better)

   2. Likes, shares, comments

   3. Follows

   4. Favorited videos

   5. Which accounts you follow

   6. Comments you’ve posted

   7. Videos you’ve marked as “Not Interested”

   8. Saves (super powerful!)

   9. Rewatch rate

   10. Content created

2. Video Information

   1. Captions & keywords (use searchable terms)

   2. Hashtags (#fyp, #learnontiktok, etc.)

   3. Sounds & trending audio

   4. Video length (shorter for virality, longer for deep engagement)

   5. Trending topics

3. Device & Account Settings

   1. Location & language

   2. Type of device

   3. Past content interests

So, how’s a brand to get more views and engagement? Check out these 10 steps:

1. Find Your Niche

   1. Tap into an existing community or subculture (go to Audience Insights and decipher interest categories and hashtags relevant to your audience)

2. Grab Attention in 3 Seconds

   1. Start with an engaging hook (text on screen or spoken)

   2. Use quick cuts & dynamic visuals

3. Create High-Quality TikTok Videos

   1. Clear sounds and visuals

   2. Try out new features

4. Use Trending Sounds & Effects

   1. Check TikTok Creative Center for trending audio

   2. Remix trends with your unique twist

5. Post at the Right Time

   1. Best times: 11am-1pm & 7pm-10pm (varies by audience)

   2. Use TikTok analytics to see when your followers are active

6. Optimize for Search (TikTok SEO)

   1. Add keywords in captions, text overlays, & voiceovers

   2. Answer common questions in your niche

   3. Use specific hashtags (3-5 is the sweet spot)

7. Encourage Engagement

   1. Ask a question or create controversy

   2. Use comment stickers & respond to comments in new videos

8. Post Consistently

   1. 1-3 times per day for growth

   2. Test different video styles & formats

9. Engage with Other Users

   1. Remix trending ideas with creators (leverage Duets & Stitches)

   2. React to trending content

   3. Respond to trending prompts

10. Track performance via TikTok Analytics

    1. TikTok metrics to look out for include video views, drop-off rates, traffic sources (FYP, hashtags, sounds), link clicks, follower growth, and more!

Want more? Here are a few extra growth tips for your TikTok strategy:

• Watch your own video to the end before posting (TikTok tracks this)

• Reply to comments quickly (boosts engagement)

• Repost high-performing videos with slight edits

• Go live - TikTok prioritizes creators who use all its features

TLDR: Though it seems daunting, put simply, the TikTok algorithm rewards engaging, entertaining, and valuable content. Focus on watch time, interactions, and trends to maximize reach. Stay consistent, experiment, and adapt to new trends for the best results. And, connect with Media À La Carte to address your brand’s specific TikTok needs.