How to Work With the TikTok Algorithm in 2023

Ever scrolled through TikTok and wondered why certain videos gain meteoric popularity while others, seemingly of equal quality, barely get a glance? The answer isn't just in the dance moves or catchy tunes. It's in the mysterious underpinnings of the TikTok algorithm.

The uncannily accurate recommendations are powered by an algorithm that delivers hyper-relevant content that’ll make you wonder if they’re tracking you. Many creators find it mystical and feel the need to “hack” or “game” the algorithm, but that’s unnecessary.

In this article, we’ll dive into the TikTok algorithm and how you can work with it to enhance your visibility and engagement on the platform.

Decoding the TikTok algorithm

TikTok's 'For You' page, often abbreviated as FYP, has undeniably transformed how we consume content. The For You page is the first page you encounter on TikTok and is filled with recommended content and videos that get more accurate as you spend time on the platform.

Unlike the algorithms of YouTube and Instagram (but similar to LinkedIn), TikTok serves a mix of content from creators you follow and those you've yet to discover from one page. The blend of familiar and new content is tailored meticulously to user preferences, making the platform addictive and fresh.

But how does this curation work? Why is it so accurate? That is all thanks to TikTok’s powerful recommendation algorithm.

At its core, the TikTok algorithm prioritizes a few key elements:

Engagement: This includes likes, shares, saves, and comments. The more engagement a video gets, the higher its chances of being showcased.
User interactions: Who your audience follows and engages with can influence the content they see.
Video information: Details like whether the video was created natively on TikTok, the information in the caption, and any embedded details within the video.
Device & account settings: Factors like location, language preference, and device type also play a (less important) role.

Each one of these factors is in pursuit of one goal: to help users discover new, relevant content. One of the standout features of TikTok's algorithm is its emphasis on content relevance over creator popularity. This means that even if you're new to TikTok, your content can still get significant visibility if it resonates with users. Key tools in this discovery process include:

Hashtags
Keywords
Common search phrases

Finally, TikTok won’t recommend certain content on your For You page if:

It’s too graphic or endangers the safety of users,
It’s tagged as “not interested,”
You’ve seen it already

This focus on ensuring its users get the most relevant content is one of the best (or not great) things about TikTok because audience size doesn’t matter for your discoverability. Whether you have an existing platform or not, TikTok is an equal playing field for creators.

4 tactics to help you thrive in the TikTok algorithm

Understanding the TikTok algorithm is the first step, but how does it translate into actionable advice for creators? Here are some ways to harness the algorithm's nuances to enhance your content's reach and engagement.