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How the TikTok Algorithm Works: A Visual Guide to Maximising Engagement [INFOGRAPHIC]

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Not sure how the TikTok algorithm works? In our latest infographic, we show you exactly how to master it!

Have you been using TikTok, but not having huge success in the algorithm? If so, you’re not alone. With so many people struggling to harness TikTok in their marketing, we wanted to share our top tips for maximising engagement on the platform!

Why TikTok Matters

  • TikTok has 1 billion+ active users globally
  • Users spend 95 minutes per day on average scrolling TikTok
  • TikTok has a 150% higher engagement rate than Instagram
  • 90% of of TikTok’s users visit the app daily
  • 70% of users say TikTok content helps them discover new products or brands
  • Videos with trending audio have a 1.5x greater chance of getting onto the FYP

The Key Factors Driving the TikTok Algorithm

What actually causes the TikTok algorithm to pick up content and show it to more people? Well, this can be broken down into four sections, which are user interaction, video information, device and account settings, and finally user demographics and interests.

User Interaction

TikTok prioritises content based on how users interact with it. This means that the more interaction your content gets early in its life cycle, the more likely TikTok will be to show it to a wider audience. Key engagement signals include:

  • Likes and Comments: The more likes and comments a video receives, the more likely it is to be shown to a wider audience.
  • Watch Time: Videos that are watched all the way through or replayed are ranked higher. On average, videos that retain 70%+ of viewers get a significant boost.
  • Shares and Follows: Content that’s shared or leads to new followers has a higher chance of being pushed to the For You Page (FYP).

Bonus: Want to know how to dominate TikTok Shop? Check out our guide!

Video Information

TikTok uses the metadata in videos to suggest content. This means that the success of your video content relies on just more than the video itself. You need to pay attention to…

  • Captions: Videos with keywords relevant to trending topics or user interests rank higher.
  • Hashtags: Strategic use of popular and niche hashtags improves visibility. Example: #foryoupage is used in 75% of the top-performing videos.
  • Sounds: Trending audio clips increase engagement. Using popular sounds can boost your video views by up to 30%.

Device & Account Settings

Believe it or not, the physical device you’re using will affect how well your content performs. Whilst this will have a lower impact on the algorithm, it’s still something that should be considered.

  • Language preferences and location influence the content suggested to users.
  • Device type and whether users engage with TikTok on mobile or desktop are also factored in.

User Demographics and Interests

The TikTok algorithm – like on any social platform – is inherently personalised. This means it’ll tailor the content it shows to each person based on their preferences, as well as the content they’re most likely to engage with. It learns user behaviour patterns, building a profile of what content each individual enjoys based on:

  • Content Interests: Previous interactions with content types (e.g., comedy, educational, lifestyle).
  • Previous History: Engagement history with specific creators or niches.
  • Existing Habits: Users see more of what they watch, creating a personalised feed of content tailored to their habits.

Pro Tips for Maximising Engagement in the TikTok Algorithm

Now that we know what’s behind videos being picked up by the TikTok algorithm, it’s time to look at some of the ways you can help your content land a space on the For You Page.

Leverage Trending Topics and Sounds

Use viral sounds and challenges to increase your chance of landing on the FYP. 67% of viral videos feature trending audio.

We recommend, before creating anything, that you take a look through the trending audios to see which best aligns with the idea you have.

Avoid (at all costs!) just overlaying trending audio or sounds onto your video content without considering how well they work together.

Create High-Quality Content

Videos that get high engagement in the first 2 hours of being posted are significantly more likely to be featured.

Videos that feature faces and have some kind of enticing hook in the first 2 – 3 seconds are much more likely to encourage your audience to continue watching. If they continue watching, this will signal to the TikTok algorithm that your content is high-quality, thus making it show your video to a wider audience.

We also recommend maintaining a posting schedule of 1-4 videos per week to improve visibility and keep your account front-of-mind for your audience.

Focus on Short, Engaging Content

TikTok videos perform best when they’re 15-30 seconds long, keeping users’ attention throughout the video.

As we said, you should ensure that the first 2-3 seconds are the most engaging part to hook the audience quickly.

It’s important to remember that TikTok is a short-form video platform. Whilst it does allow for longer videos (up to 60 minutes long in fact) short videos perform infinitely better. Keep this in mind when creating your next video!

Optimise for Time of Posting

Studies show the best times to post are between 6PM and 10PM, particularly on weekends, when engagement is 30% higher.

However, with that being said, each and every audience is different. So, whilst posting between 6PM and 10PM is good to start with, you should see how this works with your audience. If you find that your posts get more engagement in the morning, then switch your strategy to post in the morning.

It’s important to remember that posting on any social media platform is a constantly learning experience, with trial and error being the name of the game!

The TikTok Algorithm’s For You Page Breakdown

We’ve mentioned the For You Page a couple of times in this guide, so before we leave you with our final tips, we just want to break down how it works.

The FYP Explained

  • TikTok’s For You Page (or FYP) is the ultimate goal for creators – landing here gives massive exposure. You can think of it working exactly like the Explore page on Instagram. It’s the Holy Grail for creators looking to get their content exposed to a wider audience.
  • Videos that are new, highly engaging, or relevant to current trends have the best chance of making it onto the FYP. Everything we mentioned in The Key Factors Driving the TikTok Algorithm will influence whether or not a video makes it onto the FYP.

How the TikTok Algorithm FYP Works

  • A video is first shown to a small group of users. If it gets high engagement (i.e. comments, likes, shares, replays), TikTok pushes it out to more users.
  • If the video continues to perform well, it’ll continue to be shown on the FYP. However, once engagement begins to dip, it will be shown less and less, and eventually drop out of the For You Page altogether.

Our Final Tips for TikTok Algorithm Success

Now that you know how the TikTok algorithm works, and how you can succeed in the highly competitive world of short-form video, we want to leave you with a few of our quick tips to help you harness the power of TikTok!

  • Engage with Your Audience: Respond to comments and engage with your followers. Interaction with your audience boosts algorithm performance.
  • Analyse and Adapt: Regularly check your TikTok Analytics to see what’s working and adjust your content accordingly. Remember, continuous experimentation is essential.
  • Optimise Thumbnails: A custom thumbnail with engaging text or an eye-catching image can increase the likelihood of a user clicking on your video, leading to higher views.
  • Collaborate with Other Creators: Collaboration with influencers or creators in your niche exposes your content to new audiences, boosting your reach.
  • Use Captions: Adding captions can improve engagement, especially for viewers watching videos without sound. It also helps with accessibility.

Sources

A guide explaining how the TIkTok Algorithm works, and how to make the most of it with your content

Introducing Sam Stroud, our Creative Manager and veritable maestro of graphic design, content creation, and branding at Giraffe Social Media. Sam is our wizard in every creative discipline, astoundingly adapting and crafting visually stunning work. When not weaving his design magic, he's often diving into his robust reading list (visible on our Teams calls), enjoying his eclectic taste in music, and harbouring a peculiar affection for Ant & Dec’s film, "Alien Autopsy."

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