If you’re trying to grow your brand on TikTok, understanding the algorithm is essential. At HiveMind Media, we’ve dug into the latest research and expert insights to help you navigate TikTok’s ever-evolving landscape and get your content noticed by the right people.
What Is the TikTok Algorithm?
The TikTok algorithm is a sophisticated recommendation system that decides which videos show up on each user’s For You Page (FYP). No two people see the same feed—your FYP is tailored to your interests and how you interact with the app.
TikTok itself describes the FYP as a stream of videos curated to your interests, powered by a recommendation system designed to deliver content you’ll love.
How Does the TikTok Algorithm Work in 2025?
Based on the latest research, three main factors influence what you see (and who sees your content):
1. User Interactions
Every action on TikTok—liking, sharing, commenting, following, or even marking a video as “Not Interested”—helps the algorithm understand your preferences. The more users engage with your content, the more likely it is to be shown to others with similar interests.
2. Video Information
The algorithm looks at details like captions, hashtags, sounds, effects, trending topics, and video length. These elements help TikTok categorize your content and match it with users who might enjoy it.
3. Device and Account Settings
While these have less impact than engagement or content details, things like language, country, and device type still play a role in what gets recommended.
Key Tips for Getting Noticed by the TikTok Algorithm
Our research highlights several strategies that consistently help brands and creators increase their reach on TikTok:
1. Find and Engage Your Community
TikTok thrives on niche communities—think #BookTok, #SportsOnTikTok, or #STEMTok. Brands that participate authentically in these groups see more visibility and loyalty. According to TikTok, most users enjoy when brands become part of their special interest groups.
Action Step: Use TikTok’s Audience Insights to discover which communities and hashtags align with your audience.
2. Nail the First Few Seconds
Watch time is a huge ranking factor. The first three seconds of your video should hook viewers—ask a question, tease the payoff, or use striking visuals to stop the scroll.
3. Optimise for Search
Hashtags matter, but so do keywords in your captions, voiceovers, and on-screen text. Research trending keywords in the TikTok Creative Center and weave them naturally into your content.
4. Create Content for TikTok (Not Just Repurposed)
TikTok users prefer authentic, platform-specific content over overly polished videos. Good lighting, clear audio, and quick edits go a long way. Experiment with different video lengths and formats, and don’t be afraid to show personality.
5. Post When Your Audience Is Active
Timing matters. Research suggests Thursday mid-morning or Saturday midday are generally strong, but check your analytics for when your followers are most engaged.
6. Interact With Others
Engagement is a two-way street. Use features like Duet, Stitch, and video replies to connect with other creators and your audience. Respond to comments and join conversations—this not only boosts your reach but also builds community.
7. Use the Right Hashtags
Relevant hashtags help the algorithm understand your content and connect it with interested viewers. Mix popular and niche hashtags for the best results.
What the Algorithm Penalises
Research also shows the TikTok algorithm may reduce the reach of content that includes:
- Low video quality or poor lighting
- Repetitive or spammy content
- Misleading information
- Violations of TikTok’s community guidelines
The TikTok algorithm in 2025 is all about relevance, authenticity, and community. By understanding how it works and applying these research-backed strategies, your brand can connect with the right audience and make a real impact.
Want to take your TikTok strategy to the next level? HiveMind Media is here to help you craft content, build community, and grow your brand. Visit www.hivemindmedia.co.za or get in touch to find out how we can help you shine on TikTok.
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