Since the acquisition of Musical.ly in 2017, TikTok has managed to expand far beyond China to become a major global player. Today, businesses that want to increase their visibility and reach a young, engaged audience would benefit greatly from mastering this platform. But first, you need to understand the rules of the game.
At Middle Agency, we know how complex TikTok can seem. That’s why we’re sharing the key insights to help you perform better with its algorithm.
What is the TikTok Algorithm?
The TikTok algorithm is the invisible engine that powers the platform. It decides which content gets highlighted when you open the app.
The social media platform, owned by the Chinese company ByteDance, relies on the content you watch the most and engage with the most to show you more of the same in your “For You” feed. At the same time, it sprinkles in new content so you don’t get stuck in a repetitive loop that could make you lose interest.
TikTok’s goal is the same as every other social platform: to keep you engaged as long as possible. The more time you spend on TikTok, the more ads the app can serve you and the more money it makes.
How the Algorithm Works
When you publish a video on TikTok, the app first takes into account the parameters of your account: your language, your location, and your interests. Using this information, it distributes your video to a small group to test whether it generates engagement.
After about 30 minutes, TikTok evaluates whether your video resonates with viewers. If it performs well, the algorithm will expand its reach to a larger audience and so on. The key is to generate enough likes, comments, shares, saves, and strong watch time right from the start.
The algorithm also considers the details you add to your video, such as hashtags, sounds, and location. This helps TikTok determine which audience is most likely to react when your video goes live.
More Than Just a Social Network: A Search Engine
For younger generations, TikTok is more than just a social network, it’s also a search engine.
Did you know that 40% of Gen Z (born between 1997 and 2012) use TikTok for search instead of Google? This was confirmed by former Google VP Prabhakar Raghavan in 2022.
Instead of reading articles or browsing websites, young users prefer to watch tutorials, discover product reviews through short videos, and get inspired by user recommendations.
Our Tips for TikTok
Make a strong first impression. TikTok tends to boost the very first video from a new account. Take extra time to perfect that first post so it performs well.
Don’t get discouraged too quickly. If your third or fourth video doesn’t perform as well, don’t panic. The algorithm is still learning about your content. Adapt your strategy based on what works and what doesn’t.
Be consistent. Consistency is key on TikTok. Regular posting keeps your account active in the algorithm and helps build audience loyalty. Create a content calendar—and stick to it.
Focus on the first three seconds. That’s when users decide whether they’ll watch your video. Start with a strong hook or opening line to increase watch time and boost reach.
Leverage trending sounds. Joining audio trends is a great way to boost visibility. Since the TikTok algorithm heavily relies on sounds to recommend content, using popular audio can increase your chances of being featured in “For You” feeds. But don’t just copy trends blindly adapt them to your brand’s world and audience to create authentic, viral content.
At Agence Middle, we master TikTok trends and know how to integrate them into effective content strategies. Contact us to find out how TikTok can fit into your marketing approach.
