TikTok is a social media platform that has gained popularity due to its simplicity and creative possibilities.
The average user spends around 52 minutes per day on the app - roughly the time it takes to scroll through about 52 one-minute videos. That’s a lot of content in a short time, giving creators greater chances to be seen and recognized.
TikTok boasts over 1.2 billion active users, drawn to the app largely because of its hyper-personalization. This process is especially visible on the "For You" page (FYP), which delivers customized content based on each user’s behavior and interests.
So how does TikTok decide what to recommend to each user? In other words, how does the TikTok algorithm work?
What is the TikTok Algorithm?
The TikTok algorithm is a complex system - a formula that determines which videos are shown to each user on their "For You" (FYP) page. The content you see evolves over time based on your changing preferences and behavior.
The algorithm analyzes multiple elements to provide users with a highly personalized experience. The goal is simple: show each user the videos they’re most likely to enjoy.
As a result, no two users see the same combination of videos.
TikTok has even introduced a feature to help users understand why specific videos are being recommended. On your For You page, tap the share panel, then tap the question mark icon labeled "Why this video" to see a clear explanation of the recommendation.
How Does the TikTok Algorithm Work?
When a video is uploaded, TikTok first shows it to a small group of users. The algorithm then measures how the video performs in terms of views, likes, comments, shares, and downloads. If it sees strong engagement (e.g., 20% more likes in a single day), it boosts the video to a wider audience. Hashtags and originality also play a key role in content distribution.
The main factors that influence the TikTok algorithm are:
1. User Interactions
TikTok tracks your interactions and uses them to shape future recommendations. Key signals include:
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Videos you like or share
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Videos you add to favorites
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Videos you mark as “Not Interested”
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Videos you report
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Interests shown through organic content and ads
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Accounts you follow
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Comments you post
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Creators or sounds you hide
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Whether you watch videos to the end
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Content you upload to your account
2. Video Information
The algorithm also gathers information from videos you search for, such as:
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Captions
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Sounds
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Hashtags
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Effects
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Trending topics
3. Device and Account Settings
These are mostly used for performance optimization, but they still contribute to content delivery. They include:
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Language preferences
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Country setting (to prioritize local content)
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Device type
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Interests you selected when creating your account
If you're not satisfied with your current recommendations, you can reset your personal algorithm:
Profile > Settings and privacy > Content preferences > Refresh your For You Feed.
What the TikTok Algorithm Doesn’t Consider
To better align your content with TikTok’s algorithm, it’s also important to understand what the platform doesn't consider:
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Duplicate content
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Recycled videos you’ve already seen
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Content marked as spam
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Potentially disturbing material
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Number of followers
Yes - follower count is not a ranking factor. This is especially encouraging for new users or those who haven’t built a large audience yet. It means anyone has the potential to go viral.
For more in-depth insight on how to use TikTok for promotion, check out our TikTok Masterclass.
Tips for Engaging with the TikTok Algorithm - How to Create Viral Content
Active accounts get more exposure because they publish content regularly. The more videos you create, the higher your chances of going viral.
Interestingly, when one of your videos goes viral, your entire profile may gain visibility. This is a golden opportunity to grow your followers or promote your brand. First, set your goals — then focus on personalized and authentic content. Avoid copying others.
Here are some key tips to help your videos get noticed:
Find Your Subculture
Subcultures on TikTok are niche communities that share common interests, styles, or forms of expression — fashion, food, music, art, or specific trends and challenges.
They usually have unique hashtags, sounds, or visual styles. Subcultures foster belonging and allow users to connect with like-minded individuals.
Optimize for Search
Hashtags are important, but so are keywords. Using trending keywords as inspiration for your content — or integrating them into your captions — helps you reach people actively searching for those topics.
TikTok allows up to 2,200 characters in captions, offering plenty of room for optimization. Keywords can also be included in voiceovers or on-screen text overlays.
TikTok SEO helps the algorithm understand your content and show it to the right audience.
Post at the Right Time
To find the best times to post:
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Use TikTok Analytics under Profile > TikTok Studio > Analytics
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Try third-party tools like Hootsuite Best Time to Publish, Mavekite, or Sked Social
Use Relevant Hashtags
Hashtags help connect you with your target audience. Use localized and niche-specific hashtags, and avoid overly generic ones. Pay attention to challenge-related hashtags for creative content inspiration.
Use Popular Songs
Sound is a major part of TikTok culture. Even if your video doesn’t include dance or music-based content, using trending sounds can help you get discovered.
In fact, two-thirds of users prefer videos from brands that use popular music in their content.
Connect with Other TikTok Users
Whether you’re an individual creator or a brand, TikTok recommends using the “react, reply, remix” strategy. Engage with others through:
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Duets
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Stitch
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Video replies to comments
These tools increase engagement and help build a strong community presence.
Use New Features and Keep It Fun
One surefire way to stand out is to be an early adopter of new TikTok features.
Some recent updates include:
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TikTok Shops: sell products directly in the app
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TikTok Pulse: advertise alongside trending content
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Videos up to 10 minutes long
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AI tools for content creation
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CTA (Call-to-Action) features: add direct links to your videos for increased engagement
By understanding how the TikTok algorithm works and tailoring your strategy accordingly, you can boost your visibility, connect with the right audience, and potentially go viral - no matter your follower count.