TikTok Algorithm: How to get featured on the “Recommended” page (2024)

If you’ve ever used TikTok, you’ve probably experienced the uncanny feeling that the app knows exactly what you want: You tell your best friend you want potato salad, and the same day a potato salad recipe appears on your “Recommended” page, or you Google “how to install a sink faucet,” and a few hours later a TikTok video appears with instructions on how to do it.

It might feel like magic, but the algorithm isn’t as mysterious as you might think. It uses a series of metrics, from watch time to likes and comments, to understand what content is most appealing to you. The result of all this data crunching is a feed that feels as unique to you as your fingerprint.

For brands, this means that their content can reach potential customers with little effort. Learn how the TikTok algorithm works to ensure your content reaches the right users, whether you’re selling industrial-grade glycine or dropshipping hats.

What is the TikTok algorithm?

The TikTok algorithm is a set of instructions that determines which videos to show based on your preferences. Rather than only showing content from accounts a user follows (as is common on some social media platforms), TikTok’s algorithm mixes content from accounts the user has not yet discovered. . TikTok considers several data points, from user interaction metrics to account settings, to deliver highly personalized and relevant content to its user base. This often includes content that users never thought to search for.

While most social media companies have tended to reward conformity and content with broad appeal, Tick ​​tock It has a reputation for connecting niche content with niche audiences. As a result, brands with highly specialized products and services are flocking to the platform.

How does TikTok’s algorithm work?

TikTok’s algorithm connects you to content you’ll enjoy based on several ranking factors. TikTok’s algorithm works by analyzing key factors.

• User interaction: This category includes likes, shares, and comments you leave. Saved video. Time spent watching a particular video. Accounts and hashtags you follow or search for.

• Video information: This category describes the content itself, including details such as captions, sounds, filters, and hashtags that help the algorithm determine what the video, photo, or slideshow is about.

• Device and account settings: The language settings, country settings, and device type you choose when setting up your TikTok account are all less important than other factors, but they all help the algorithm decide what to show you.

What TikTok’s algorithm doesn’t tell you

of the app Community guidelines If you want your content to be featured on TikTok users’ Featured pages, avoid posting things like:

• hate speech. This includes stereotypes that devalue others based on characteristics such as race, ethnicity, national origin, sexual orientation, gender identity, religion, age, family status, medical or genetic conditions.

• Promoting disordered eating habits. Information about calorie-restricted diets, the use of dangerous supplements, exercises for rapid weight loss, opinions about the ideal body type, etc. are all prohibited.

• A dangerous challenge. TikTok warns against encouraging activities that may cause physical harm.

• nude. This includes semi-nude, significant cleavage, and partially naked infants and toddlers.

• Sexually suggestive content. This includes intimate kissing, sexual acts, or the display of sex-related products.

• graphic content. Avoid showing blood, physical fighting, graphic bodily functions, or other gory imagery.

• False report. Avoid spreading conspiracy theories, misrepresentations of events, or unproven treatments.

• Unverified election claims. This includes misrepresenting vote counts, invoices, and other citizen information.

• Fake engagement tactics. Your content will be flagged if you offer false incentives or spammy tactics (such as like campaigns) to increase engagement.

• Content that is not original. TikTok will not display content with a visible watermark, only very short clips and GIF-based videos.

• Gambling footage. Content that glorifies gambling is also prohibited.

• Promoting or using a controlled substance. This includes alcohol, tobacco, marijuana, and other controlled substances.

• Undisclosed paid promotion. If a company pays you to promote content, it must be disclosed.

According to TikTok Community guidelinesMinor violations may result in a warning, and serious violations may result in an immediate account ban.

Tips for using the TikTok algorithm

Use these few tips as a guide. TikTok content strategy:

Put your interests first

Create content for you and your audience about topics that pique your interest and curiosity. By centering your passion, you can avoid burnout and lead with integrity, which your audience will appreciate.

This approach has worked well for Mimi Icon, the brand’s co-founder. luxurious hairhair extension company, intelligent changes, a line of gratitude journals and productivity tools. When Mimi started creating her video content, she focused on sharing her journey in the world of hairstyling and hair accessories. Because that was what she was most interested in. “It’s important for her to enjoy what she’s doing because that’s what resonates with the audience,” says Mimi.she says Shopify Master podcast.

Similarly, if your content feels boring to you, it’s likely to be boring to your audience as well.

Optimize the first few seconds

Knowing that watch time is one of the most important ranking signals for TikTok’s algorithm, you want to grab users’ attention right away and keep them watching. To do this, make the first few seconds of your video as appealing as possible. Get to the point of your video right away, use text overlays to display short, concise headlines, insert trending audio clips, and start with intriguing images to capture your audience’s attention.

Maximize Captions

Captions are a great opportunity to tell your audience, and the TikTok algorithm, what your video is about. Entering relevant keywords in the captions of all her TikTok videos will make it easier for users to find your videos when searching for related topics. Space to include relevant hashtags.

It may sound counterintuitive, but you don’t have to worry about gaming the system by using trending hashtags that are unrelated to your content to increase your content’s visibility. Instead, be descriptive and let the TikTok algorithm work to serve your niche videos to the right niche audience.

stay consistent

Without repeated attempts to reach your target audience, it’s hard to know what works and what doesn’t. Consistently create at least a few videos a week in your niche for a few months before expecting to see results. Think of it like buying a raffle ticket. The more tickets you buy, the more chances you have to win.

Having enough material to reach new audiences is important, but so is consistently keeping your loyal viewers engaged. “If you only create one or two videos a month and it’s sporadic, people won’t know if there’s new content when they come back,” says Mimi. “Building trust with your audience is really important.”

Prioritize quality

Contrary to popular belief, to become popular on TikTok, you need to post four videos a day, Post at the right time. The best thing you can do is always offer something tangible to your users, whether it’s education, entertainment, or food for thought.

When Mimi sold Luxy Hair and launched Intelligent Change, most of the existing community stuck with her because of her commitment to quality. “That’s the great thing about content creation,” Mimi says. “Creating content builds trust, no matter what you say. So even if you suddenly decide to sell tea or workout gear, people will support you no matter what you do. They will support you because they trust you.”

Put your own spin on trends

On TikTok, the same dance routine or challenge can gain traction and create viral content for multiple people, even if the videos look nearly identical. While it may be tempting to replicate every trend in the pursuit of views, approaching trends with care will increase your brand’s value in the long run.

“It’s just a matter of looking at trends that resonate with people and implementing them in a way that aligns with your values ​​and the content you want to put out,” Mimi says. For example, let’s say she runs a small-batch coffee bean production company. To attract relevant users, answer the trending question, “What would you take with you to a desert island?” Coffee, of course. However, ignore trends that are not relevant to your niche.

Learn from your own data

After you’ve spent a few months creating content consistently, visit your TikTok analytics dashboard to see which formats and topics users interact with most. Are there certain videos that have been viewed thousands more times than others? Do viewers seem more interested in longer or shorter videos? Which videos had the lowest completion rate? Which one is it?

In the same way that the TikTok algorithm learns from when users engage and disengage, you can optimize performance by observing your own data.