TikTok & Its Algorithm

Written by Kelsey Chisholm

Despite what you might have heard, TikTok is not just for Gen Z. This trendy social media platform (which became super popular during the stay-home order) can provide some very useful promotion for your business.

The big question we keep getting asked in regards to TikTok is really the same question we got 10 years ago about Facebook, 8 years ago about Twitter, and 4 years ago about Instagram — “What do I do with it?!”

Although 99% of the videos we have seen so far have been unadulterated – that is not tainted by business – if you understand how TikTok’s algorithm works, and who is watching, you can begin to figure out how to reach or engage with your audience on it.

The only way to build an audience on TikTok is with legitimately funny, relatable, shocking, or useful content. However, by understanding the quality of different algorithm theories, you can reach more people!

When you post a video, the algorithm works by sharing the content onto the ‘For You’ page for a very short amount of time, that is why you see users using the hashtags #fyp #foryou. The algorithm then determines how relevant your content is to the audience and if people really want to watch and like it.

The goal that brands or users should aim for is one “like” for every 10 views. Basically, content that gets less than that 1/10 like to view ratio will stop being shared on the “For You” page.

If you hop on board with all the TikTok trends (songs & dances, etc) your visibility will increase, and your content will appear trendy and relevant to the target demographic.

TikTok is here and only becoming more popular. Our biggest piece of advice is that TikTok may not be the right place to share super important business messages, but it can be a great place to showcase your office culture and your people. Have a super important message you need to get out there? Find a way to make it fun!

The only way to build an audience on TikTok is with legitimately funny, relatable, shocking, or useful content.

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