In the ever-evolving landscape of social media, TikTok has emerged as a powerhouse, boasting over 1.5 billion monthly active users and unparalleled engagement rates (Business of Apps) (Sprout Social). But what’s the secret sauce behind TikTok’s ability to keep users glued to their screens for an average of 10.85 minutes per session (SocialPilot)? The answer lies in its sophisticated algorithm, a complex system designed to deliver hyper-personalized content to each user’s “For You” page.
Understanding the intricacies of this algorithm is crucial for brands and content creators looking to harness TikTok’s viral potential. Let’s dive into the key factors that drive content distribution on the platform and explore how you can leverage this knowledge to supercharge your TikTok strategy.
The Foundations of Virality
At its core, TikTok’s algorithm is built on three primary pillars: video information, user interactions, and device and account settings. However, not all factors carry equal weight. According to TikTok, “video completion is one of the key ranking signals.” This means that videos watched in their entirety are more likely to be recommended to other users (WebFX).
User interactions, including likes, comments, and shares, also play a significant role. As one study notes, “higher video engagement through comments, likes, and shares leads to a higher chance of the algorithm pushing a video to the trending section” (SocialPilot).
Interestingly, follower count is not a major ranking factor. This levels the playing field, allowing content from smaller accounts to potentially reach millions of viewers. As TikTok states, “Neither follower count nor whether the account has had previous high-performing videos are direct factors in the recommendation system” (WebFX).
Timing is Everything
While content quality is paramount, the timing of your posts can significantly impact their reach. An analysis of over 300,000 trending TikTok videos revealed distinct patterns in posting times for highly successful content:
- Peak posting times: The most successful videos (top 10% of play counts) were predominantly posted between 6 AM and 4 PM UTC. This translates to:
- 2 AM – 12 PM Eastern Time
- 11 PM – 9 AM Pacific Time
- 7 AM – 5 PM British Summer Time
- Avoid the graveyard shift: Videos posted between midnight and 4 AM UTC (8 PM – 12 AM Eastern Time) generally performed worse, falling into the bottom 90% of play counts.
- Sweet spot: The absolute peak for top-performing videos was around 11 AM UTC (7 AM Eastern Time, 4 AM Pacific Time), suggesting early morning posts in the U.S. can be particularly effective.
However, it’s crucial to note that these times should be adjusted based on your target audience’s location and typical viewing habits. Consider using TikTok’s built-in analytics tools for business accounts to gain insights into when your specific audience is most active (Sprout Social).
Hashtags: A Double-Edged Sword
Contrary to popular belief, simply piling on trending hashtags doesn’t guarantee success. In fact, analysis found “no obvious relationship between the total popularity of hashtags used in a single video and the number of play counts it received.” Instead, focus on using relevant hashtags that accurately describe your content and appeal to your target audience (SocialPilot).
Crafting a Winning Strategy
To maximize your chances of going viral on TikTok, consider the following strategies:
- Prioritize watch time: Create compelling content that keeps viewers engaged until the very end.
- Encourage interactions: Design your videos to elicit comments, likes, and shares.
- Stay consistent: Establish a regular posting schedule to build a loyal following.
- Embrace trends: Participate in trending challenges and use popular sounds, but add your unique twist.
- Be authentic: TikTok users value genuine, relatable content over polished productions (Sprout Social) (WebFX).
Remember, TikTok’s algorithm is designed to surface diverse content. As the platform states, “The system is designed to ensure that followers don’t make up the majority of recommendations in For You feeds, so most of the content you see is from creators you don’t follow” (Business of Apps).
The Future of TikTok Content Creation
Looking ahead, industry experts predict a shift in how brands interact with creators on the platform. As Gina Nacnac, manager of brand partnerships at HireInfluence, notes:
“In 2022, we’re going to see a rise in Content Creators on TikTok that create content specifically for the brand’s owned channel appearing as the face of the brand for a contracted period of time, like quarterly or every six months. This is going to provide more opportunities for smaller creators to monetize and will provide ways for brands to connect with consumers authentically through relatable creator content” (Sprout Social).
By understanding and working with TikTok’s algorithm, rather than trying to game it, you can create a content strategy that resonates with your audience and has the potential to reach millions. In the world of TikTok, virality is a science – and now you have the formula.
“This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user. Part of the magic of TikTok is that there’s no one For You feed – while different people may come upon some of the same standout videos, each person’s feed is unique and tailored to that specific individual.” – TikTok Newsroom
