April 03, 2023
TikTok: you already know it, you already use it, so we're not going to explain it anymore. The fifth largest social media app in the world has broken records, so by 2023 it will be an integral part of your marketing strategy. So what we are going to explain is the algorithm. How it works. How you can work with it. And how you can take full advantage of it.
"TikTok, that's something for the young generation, right? An app for Gen Z." That may have been so, or that may have seemed so, but we can no longer deny the success of TikTok. So it's high time to jump in front of the camera with your brand, too. Still not convinced? Then these figures will probably win you over:
The algorithm is a system that determines which videos appear on your "For You Page. In other words, that's your unique and intensely personalized feed of videos you're likely to like. This is what TikTok itself says:
"A stream of videos curated to your interests, making it easy to find content and creators you love ... powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user."
- NEWSROOM TIKTOK
Intensely personalized means that no other user gets to see the exact same feed through the FYP. That feed, by the way, is variable. The algorithm adjusts the FYP based on your interests, your current usage and your "state of mind. It is a recommendation algorithm, so its main purpose is to provide you with relevant content. Netflix and Instagram also use algorithms, but TikTok takes it to the next level.
Why that For You Page is so important? It's the page you automatically land on when you open the app. The page doesn't just show you content from the accounts you already follow, it just inspires you with content from creators you don't yet follow. It is the place where you discover new people and brands. And also the place where you can see the best content. So it's simple: if you want users to find your brand on TikTok, you just have to get into that content mix on FYP.
Once you win your spot, TikTok recognizes your account and the quality of your content faster. The algorithm then gives you priority over other videos. And that comes with a reward:
In the past, we couldn't give you an answer to this. Social media platforms preferred to keep their secrets, well, secret. Logical, since it obviously uses a certain technology that makes your network unique. Today, social networks have no choice but to provide insight into how their technology works. That secrecy makes users more critical and skeptical. So social networks felt obliged to provide some insight. And they do.
TikTok uses user interactions, information about videos, device settings and the information from your personal account, to determine which videos you are likely to enjoy watching. And thus to keep you on the app longer. What do you mean, suddenly swiping and scrolling for 2 hours already? How did that happen...
TikTok uses your previous interactions with content on the app to determine what you like and don't like. That's not just about the posts you like, but a host of factors:
All your actions on the platform are recorded and analyzed. This is how the algorithm determines what type of content you like, and what you don't like at all. Your FYP constantly focuses itself.
'Successful' videos are shown faster as a result. These are videos with: many comments, plays, likes and a long play time. Videos with many interactions thus reach a wider audience faster.
Video information is based on the content you watch via "Discover" or look up via "Search. That includes such things as hashtags, sounds, subtitles and effects. Trending topics are also part of it.
Finally, your own settings are also important for TikTok, although normally they don't really change depending on how you use the app. So it's of less importance than the previous factors, but still worth taking a look at.
Of course, it deals with some default settings, such as your language, country, the type of device you are using and the categories you selected when you first used the app.
These factors are not taken into account for certain types of content because they are not relevant. This includes content that has been copied, content that you have seen before, content that isreported as 'spam' content, content that is potentially offensive or shocking. In addition, TikTok also does not take into account the number of followers you have or any 'viral videos' from the past.
This does not mean that accounts with many followers are not shown more often. Certain accounts and videos are actively sought out on purpose, which makes them rise in esteem. But even videos or creators with few followers can appear on your FYP if they are consistent with your behavior. That's good news for new creators who want to get noticed.
With TikTok, what it really comes down to is that you don't have time to carefully start your video. You don't have time "to get the conversation going" or briefly introduce yourself. You want to get right to 'the juice' of the story. The reason why you are making the video. In the first two seconds, your viewers should already be on board with your story. Don't you do that? Then chances are users will quickly swipe on. Opportunity missed!
Do you want to score with a particular target group? Then it is important that you also become a "member" of that group of people. TikTok gains character through the communities that are formed there. Users spend most of their time on the FYP discovering accounts and content. A community feel quickly develops there, based on that algorithm.
If you create content that fits within a community you are more likely to be shown to the right audience. Using hashtags links your content to such a community. Some absolute top 2022 hashtags are:
TikTok SEO is a thing. So if you want to make it on TikTok, it's best to create content around keywords and hashtags that your target audience is looking for. That way, you appear when people are actively searching for a certain type of content. That way, you don't just reach the FYP scrollers, but especially the more active target audience. That can be very valuable.
So use your captions wisely by doing a brief survey on the TikTok Creative Center about your target audience' s favorite keywords. You currently have room for 2,200 characters. Be brief, use relevant hashtags and encourage engagement. In addition, use your voiceover and text overlay to incorporate keywords.
Have you tried using your captions or text overlays to make sure people watch your video for as long as possible? Use phrases like, "once you see it" or "wait until the end. Or try asking a question. That stimulates the urge to post a comment. Other 'hooks' that can convince viewers:
You probably already know that hashtags are important, but how do you use them as a weapon? It was once thought that the hashtags #fyp or #foryou would cause content to be pushed to FYP faster. However, that has never been confirmed by TikTok itself. So you better start looking for hashtags that are really relevant to your channel. A few tips:
Good SEO and an impressive first impression are obviously important, but only if you also offer valuable and relevant content that your target audience won't find anywhere else. The quality of your video is also important. That's not a problem these days: most smartphones are perfect for recording a TikTok video. What else you need?
And oh yes, vertical video is indeed "the next big thing. Remember that time when everyone said it would never break through? What were we thinking... The optimal dimensions are 1080 x 1920 with a 9:16 aspect ratio. With free apps (such as Veed) you can easily convert your videos to the right format.
How long your video is best? You can max out at 10 minutes. Sometimes interesting, but certainly not always. Try not to pull it longer than necessary. TikTok is fast, users even faster. The platform does recommend being sure to share a minimum 10-second video.
And as for sound: it is actually almost essential on this platform to enjoy the content. The same goes for effects: test out the possibilities and make eager use of all the beauty the platform has to offer. That too will get you shown on FYP faster.
On Instagram and Facebook, it used to be very important at what time you posted. And while that is still the case today, on these platforms the algorithm ensures that there are other factors that carry much more weight. On TikTok, on the other hand, the time of day is even slightly more important. Through your TikTok analytics (and a free TikTok Pro Account), you discover when your target audience is most active on the platform. What else do you discover there?
You can't expect your target audience to interact very actively with you if you don't do the same yourself. Whether you are present on the platform as a person or as a brand, it is always important that you yourself post comments, like videos, respond to questions and comments, ... 76% of users say they also see companies on TikTok as members of a community when they actively interact with their target audience.
A fun way to do this is with Duets and Stitch. Duets lets you record a duet with another user. Your video and the other creator's video are juxtaposed, making it look like you created a video together. Some videos are even created specifically to record Duets with. With Stitch, you can use videos or parts of videos from other creators to shape your own content, always linked to that other creator.
This tip is crucial. TikTok lives by the music used. Spotify and radio charts are influenced by the music used on TikTok and vice versa. Old hits from years ago suddenly rank high again purely because they are trending on TikTok. Talk about a powerful platform.
Which sounds are trending? You'll find out by scrolling your FYP regularly. Your TikTok Creative Center also gives you insights. You can even discover which sounds perform best by region. You can also discover popular music by getting started yourself:
And perhaps the most important tip of all? Be yourself. Keep it natural. Create what you love and what you know your target audience will feel the same way. TikTok is not a place for beautifully quality content with an elaborate script. It's mostly about fun, and that scores. The proof? Right here:
While participating in the well-known TikTok trends and challenges is a good idea, it's always best to create unique content. In doing so, use sounds and effects that are trending, but put your own twist on what you do with them.
Will you get started with these tips? To really succeed on TikTok, it is important to consider the algorithm in your social strategy, but don't expect miracles. This is the beginning of your TikTok success that you will have to work on. Sometimes you have to have a little luck, but most of all you have to be daring and creative to create unique videos that continue to amaze your target audience.
Is your company already active on TikTok? Believe us when we say this is almost a must for certain industries. We know how to go about it and would love to discover with you what your social strategy on this platform looks like.
