TikTok’s algorithm often takes the blame when content performs poorly. But while the algorithm may feel mysterious, its preferences are predictable.

With a good understanding of its mechanisms, you give your content the best chance of reaching a large audience.

Key takeaways:

• The TikTok algorithm: Like the YouTube or Instagram algorithm, the TikTok algorithm's goal is to provide highly relevant and engaging content to every user. However, the exact workings of the mechanism are kept secret.
• How to beat the algorithm: Quality content that's watched to the end, engaged with, and features relevant keywords or hashtags in the captions is more likely to be featured on users' FYP. Follower count doesn’t decide who your content reaches.
• 2023-2025 algorithm changes: TikTok now prioritises diverse content to prevent repetitive feed experiences. It has also introduced new features to promote longer video content and boost user engagement.
• 2026 updates: TikTok is likely to continue enhancing its algorithm to increase personalisation.

For You Page: The TikTok algorithm explained

Like any other social media platform, TikTok's algorithm shows each user personalised content. In other words, the AI-driven algorithm tries to curate the best possible home page for users. On TikTok, the home page is called the "For You" page (FYP).

How does the algorithm work on TikTok?

Ultimately, the algorithm's goal is to keep users on the platform and returning. Each FYP shows a unique set of content. It decides what users see based on multiple factors, such as which content they watch longer, like or comment on.

If one user, Sarah, watches and engages with skiing content, she'll find more skiing videos on her home page. If her colleague Samuel spends more time watching comedy, he'll see more of it. Some trending videos may appear on both FYPs, and the algorithm will adapt as user interests change.

This means users mostly see content they enjoy, but it can also create a social media bubble where people only encounter opinions similar to theirs.

If you want content to reach further, you need to understand your target audience and their interests.

Does TikTok use AI in its algorithm?

Yes, TikTok's algorithm uses AI and machine learning to analyse user behaviours and interactions to decide what content each person sees. TikTok uses an interest graph rather than a social graph, meaning it recommends content based on what a user is likely to enjoy rather than who they follow. This means your content can go viral even if you have a low follower count.

As Professor of Computer Science Julian McAuley pointed out, "The company’s edge comes from combining machine learning with fantastic volumes of data, highly engaged users, and a setting where users are amenable to consuming algorithmically recommended content (think how few other settings have all of these characteristics!). Not some algorithmic magic.”

What does TikTok say about the meaning of its algorithm?

TikTok says its algorithm is: “A video stream tailored to your interests, making it easy to find content and creators you love … Powered by a recommendation system that delivers content each user is likely to be interested in.”

But TikTok is tight-lipped about exactly how its algorithm works because that technology makes the platform so unique and appealing to users.

TikTok algorithm: what content performs best?

Users' interactions with content are the most important signals for TikTok's algorithm. The more likes, comments, shares, completions, and re-watches content has, the more likely it is to engage and entertain similar users. But other factors also play a significant role.

User opinions matter

User opinions are also important to TikTok. Videos regularly marked “not interested” will have difficulty gaining popularity. At the same time, the impact will be even more significant if your target audience isn’t interested, a few “not interested” signals from users who aren’t your typical viewers aren't a big deal.

Clear topics help the algorithm decide who should see content

How you tag the topics in your content also plays an important role, so make sure to categorise content clearly. The hashtags, video transcripts, audio, original sounds, and effects you use all influence the algorithm.

Location and language affect reach

The algorithm also considers your device's location and language preferences to decide whom your content is relevant to. Before you share content, check your location, language, and the type of mobile device you are using to post.

Trends make content go viral

TikTok is also known for its trends. Using trending audio or challenges is a great way to reach new target audiences, no matter your follower count.

In fact, 88% of users consider sound essential on the platform. TikTok actively promotes videos that use popular audio. When a song is on the rise, jumping on it early can give a post more visibility. If a user lingers on a video with a particular audio track, the algorithm will shortly afterwards test another video with the same audio to determine whether the music was driving watch time.

Pink Pantheress's track "Illegal", for example, became one of the defining sounds of 2025 on TikTok, used across millions of videos.

But remember that trends are short-lived, and you must react quickly to avoid missing the momentum.

Built-in features make content feel native

Take advantage of TikTok’s built-in features, such as effects and text editing, to add impact. According to the app, “[t]hese native features help your content feel native on the platform, which can also help it appear on more For You pages!”

Shorter videos up the completion rate

Even though the popular app has increased the maximum video length to 10 minutes, the preference remains toward shorter videos. Since the TikTok algorithm also counts how many users have watched your video to the end, aka the video completion rate, high-quality short videos have an advantage. Ask yourself why you are posting. Is it for reach or to grow your community? Longer videos may be more beneficial for growing audience connections.

High-quality visuals keep viewers watching

TikTok users may prefer authentic content, but that doesn’t mean poor quality videos. The algorithm is more likely to promote content that looks and sounds professional. Pixelated footage, poor lighting or muffled audio can make users more likely to scroll past content.

Always post high resolution videos, shoot in good lighting and make sure audio is clear and properly levelled. And don’t upload content that looks stolen as the algorithm prefers original, native content.

How to "beat" or "outsmart" the algorithm and get on the FYP on TikTok?

The best way to reach more users is to generate engagement and avoid your target audience clicking "not interested." To do that, you should tag content clearly, set your location and language settings correctly, tap into relevant trends early, use TikTok's native effects, and ensure videos are the right length to keep viewers engaged.

But while pushing for success is important, you must remember why you're on TikTok in the first place and keep your values and goals in mind when creating content.

UK: What is the best time to post a TikTok video?

The best time to post is different for everyone. To find your best time, the first step is to understand your audience. This means determining who your followers are and where they are located.

Use TikTok’s analytics tools to find out when your audience is most active. The analytics page is only available to Pro accounts, either Creator or Business.

Generally, Monday to Thursday mornings, from 9 to 10 a.m., are good times to post new content.

Here's a more in-depth breakdown:

• Monday: 6 a.m., 10 a.m., 10 p.m.
• Tuesday: 2 a.m., 4 a.m., 9 a.m.
• Wednesday: 7 a.m., 8 a.m., 11 a.m.
• Thursday: 9 a.m., 12 p.m., 7 p.m.
• Friday: 5 a.m., 1 p.m., 3 p.m.
• Saturday: 11 a.m., 7 p.m., 8 p.m.
• Sunday: 7 a.m., 8 a.m., 4 p.m.

Despite these general recommendations, it's best to test different posting times and monitor performance to identify the best times for your specific audience.

Best practices: how to gain more views and go viral on TikTok

There is no guaranteed formula for going viral on TikTok. The algorithm is unpredictable, and even well-crafted content can underperform. That said, consistently following best practices and understanding ranking factors will improve your chances of reaching a wider audience over time.

Hook viewers in the first three seconds

The first few seconds of your video determine whether someone keeps watching or scrolls past. Lead with a strong hook, such as a question or striking visual for immediate payoff.

Optimise for watch time and completion rate

The algorithm rewards videos that people watch in full or rewatch. Keep videos tight and purposeful. A shorter video watched completely will outperform a longer one abandoned halfway through.

Post consistently

Posting three to five times per week keeps your content circulating and signals ongoing activity to the algorithm. Quality should always take priority over volume, but consistency also matters.

Create content that will be shared and saved

DM shares and saves are key signals for the TikTok algorithm. Create content that makes someone think "I need to send this to a friend" because it's funny, educational or relatable.

Use relevant keywords in captions

TikTok now functions as a search engine, particularly for Gen Z users. Write natural captions, and include niche keywords in on-screen text and voiceovers to help the algorithm categorise your content accurately.

Engage with your audience

Replying to comments and participating in trends relevant to your niche shows the algorithm that you're an active part of your niche and that you're producing content worth promoting.

Analyse and adjust

Use TikTok's analytics to identify which content formats, posting times and topics are performing best for your specific audience. What works varies by niche and community. It's best practice to let your own performance data guide your strategy rather than relying on generic benchmarks.

Working with brands on TikTok as a creator

If you’re a creator looking to collaborate with brands on TikTok, you need to show your best side to encourage higher rates.

Understanding the algorithm and why brands want you

TikTok ranks content based on how much it engages audiences rather than follower counts. Brands today seek creators with strong completion and save rates who are more likely to engage audiences. Prioritising engagement will make brands feel that working with you will make real audience connections.

If you’re a micro or mid-tier creator working in a niche with a highly engaged audience, you’re now genuinely competitive against bigger accounts for brand budget.

Getting brand attention organically

Over half (51%) of UK creators reach out to brands themselves, while two-thirds (65%) receive contact from brands directly, according to Kolsquare’s Voices of the Creator Economy 2025 report. While you can reach out to brands, you’ll generate more opportunities if your content naturally attracts them.

Bring in more brand deals with the following tactics:

• Post consistently in a defined niche, and add relevant hashtags and captions to make it easier for brands to find you.
• Develop a media kit that features your engagement rate, audience demographics, and examples of past brand content performance using a platform like Kreators.
• Engage with brands you like by mentioning them and tagging their content to get on a brand's radar before they run a formal search.
• Build a simple system for tracking past brand work, including rates charged, deliverables, and performance, for use in future negotiations.

How brands actually find you

Brands often use influencer marketing platforms, such as Kolsquare, Meltwater or Upfluence, to search for creators by niche, audience demographics, and engagement rates.

To help brands find you on these platforms, you must be active and clearly categorise your account and content. It’s best practice to define your niche and mention it in your bio, use consistent hashtags and complete your profile. This will help brands who fit your niche discover you.

Negotiating and contracts

Most creators don't have agents to negotiate on their behalf. According to Kolsquare's Voices of the Creator Economy 2025 report, 73% of women and 57% of men manage everything themselves, including negotiating with brands. If you're working alone, you need to prepare before collaborating with brands.

The following help you develop strong contracts that work for you:

• Always get deliverables, usage rights, exclusivity terms, and payment timeline in writing before producing content.
• Clarify usage rights, including whether the brand can repost or boost your content as an ad, since that's often a separate negotiation from the original post fee.
• Factor in production time, usage rights, exclusivity period, and whether it's a one-off or ongoing partnership when deciding your rate.

Disclosure and compliance prevent penalties

In the UK, paid partnerships are regulated by the ASA and CAP. If you fail to comply with regulations, you and the brand may be penalised. The CMA has actively investigated undisclosed influencer ads in past years and their methods for identifying noncompliant content are sharper than ever, thanks to AI.

Follow these rules when posting collaboration content:

• Put “Ad” or “#ad” at the start of your content; don’t bury it behind other hashtags or below a dropdown.
• Use TikTok's built-in "Paid Partnership" label as well.
• Vague or absent disclosure (e.g. just "#ad" hidden after ten other hashtags) doesn't meet ASA guidance on prominence.
• Even gifted campaigns must be clearly tagged with “Ad”, for example “Ad - gifted”.

Maintain your authenticity

TikTok users tend to prefer genuine content over heavily scripted ads. This means that authentic content tends to reach further.

If you create content that feels inauthentic, you may harm audience relationships. And if the content performs poorly, that may negatively affect future collaborations.

Turning down poor-fit brand deals protects long-term audience trust and how your content performs.

Long-term partnerships vs one-offs

Working with a brand long term will make the partnership look more authentic to audiences. One-off promotions rarely build the deep connections with followers needed to impact brand perception and boost sales.

Has TikTok changed its algorithm in recent years?

TikTok continually updates its algorithm to improve the user experience. If you want to grow your profile, adapting to these changes makes you far more likely to succeed.

Here are the key updates to the TikTok algorithm for 2023-2024:

• Personalisation: The algorithm now predicts your audience's preferences more precisely by analysing their watch history and engagement patterns.
• Video quality and authenticity rank higher: High-resolution, clear-audio content that feels genuine gets promoted over content that looks fake or overly polished.
• Interactive features carry more weight: Polls, Q&As and live streams now sit alongside likes, shares and comments as engagement signals.
• Trends and local relevance boost visibility: Content tied to current events or challenges gets a lift, and so does content matched to local culture and language.
• Moderation has tightened: AI-driven systems suppress harmful or inappropriate content, and the algorithm favours content that reflects genuine social or environmental responsibility.
• Creator tools have expanded: TikTok's analytics dashboard gives more granular performance data, and collaborative formats like Duets and Stitch get an algorithmic boost.

TikTok in 2026: what the ownership change means for you

TikTok's US ownership situation has changed since 2024. The US Supreme Court upheld a law requiring ByteDance to divest TikTok's US operations, and the app was pulled from US app stores in January 2025.

The divestment deal closed on 22 January 2026. TikTok's US operations now sit under a new company, TikTok USDS Joint Venture LLC, majority-owned by Oracle, Silver Lake and UAE-based MGX, with ByteDance holding a minority stake.

If you're a UK creator, none of this changes your day-to-day. TikTok hasn't been banned here, and it remains one of the most effective platforms for reaching an engaged audience.

The dangers of the TikTok algorithm

While the TikTok algorithm is highly effective at showing users personalised content, there are some challenges.

Unpredictability

The algorithm favours organic engagement that cannot be bought or manufactured. Even well-crafted content with strong visuals, relevant hashtags and a clear message can underperform if it does not immediately capture attention. For creators, this unpredictability makes it difficult to guarantee consistent performance.

The pressure to chase trends

The algorithm's focus on trending content can push creators towards prioritising virality over substance. Jumping on trends can boost short-term engagement, but doing so without a clear strategy risks diluting your identity and confusing audiences about what you stand for. Not every trend is worth participating in, and the ones that are only work when the execution feels authentic.

Creator burnout

The pressure to produce content consistently, combined with the algorithm's unpredictable shifts, takes a real toll on creators. Kolsquare's Voices of the Creator Economy 2025 report found that 65% of creators say they feel stressed by their work, citing deadlines and content pressure as key drivers.

Social media can drive unhealthy comparisons, excessive screen time and anxiety around performance metrics. Creators who feel compelled to chase likes and shares to stay relevant often find the experience unsustainable over time.

How to improve your wellbeing

Many creators face burnout. It isn’t a sign of failure. But there are ways to help prevent it.

Here are four tips for staving off burnout:

• Batch your content in advance so you don’t have to create under daily pressure.
• Skip trends that don't fit your voice rather than chasing every single one.
• Track your own growth and try not to compare yourself with other creators.
• Know your worth and negotiate brand deals to ensure you aren’t working at a loss.

Start proving your value to brands

Understanding how the algorithm works puts you in the best position to reach a larger audience. But if your goal is to win more brand deals, you may need a better way to sell yourself rather than a bigger follower count.

Kreators lets you create a personalised media kit that shows your performance live, so your engagement, reach and audience demographics tell brands why you’re worth investing in.

FAQ

How do I increase my TikTok algorithm success?

There are real challenges, but you can make the algorithm work in your favour to achieve success. Consistent application of the right practices matters more than chasing viral moments.

Here is what to focus on:

• Know your audience: create content tailored to their demographics, interests and behaviours; the more precisely your content matches what they engage with, the better the algorithm will serve it to them
• Track the right metrics: use TikTok's analytics to monitor watch time, shares, saves and completion rate; these are stronger indicators of performance than likes alone
• Engage actively: respond to comments and participate in trends relevant to your niche; high engagement signals to the algorithm that your content is generating genuine community interaction
• Experiment and adjust: test different content formats, posting times and hashtag strategies; use your own performance data to guide decisions rather than relying on general advice
• Use TikTok's Creative Centre: stay across trending sounds and popular content in your category; jumping on trends early gives content a discoverability boost before they peak
• Review regularly: analyse performance consistently and adapt your approach; accounts that grow steadily are those that treat every post as a source of data

How can you trigger or influence the TikTok algorithm?

There is no guaranteed formula, but consistently applying these principles gives you the best chance of improving your reach:

• Post consistently and prioritise watch time and completion rate
• Use relevant keywords in captions and on-screen text
• Incorporate trending sounds early, before they peak
• Create content that generates DM shares and saves
• Engage with comments to signal active community interaction

What helps you get on the TikTok For You Page (FYP)?

Early engagement signals drive the For You Page.

Here is what the algorithm looks for:

• A strong hook should engage viewers in the first few seconds to keep the skip rate low
• Aim for a completion rate of 70% or above
• Use trending sounds, relevant hashtags and clear captions
• Create content people want to share with friends
• Post when your audience is most active and monitor performance data

Does follower count affect my reach?

Not directly, but it isn't completely irrelevant either. TikTok recommends content based on what a user is likely to enjoy rather than who they follow. This is why creators with a small following can still go viral if their content resonates.

That said, your followers are typically part of the small initial audience a new video gets tested with, and people who follow you are somewhat more likely to see your content than strangers are. So follower count can give you a head start, but it won't save content that doesn't hold attention or hold back content that does.

How often should I post?

Posting frequency recommendations vary widely, but most creators find a consistent, sustainable rhythm. Often that sits at a few times a week, which should outperform posting multiple times on one day then staying silent for days.