How to Leverage TikTok’s Algorithm for Your Business

May 2022

TikTok has grown from 133 million users in 2018 to 1 billion users in 2021 according to Business of Apps. The platform is user-friendly, allowing you to easily scroll through the feed for hours. Many believed that TikTok was just a trend that would eventually fade similar to Vine. But surprisingly, we’ve seen TikTok is here to stay and can be leveraged to grow your business and to target a niche audience. Understanding how Tik Tok’s algorithm works could be a game-changer for your business.


Study The Algorithm

TikTok has grown from dance videos to personalized “life hacks” and educational videos. Many consumers and business owners may think TikTok is only for Gen Z, but they’re wrong. 18% of global users are between the ages of 30-39. This statistic may seem small, but that’s why TikTok is extremely popular; brands don’t need a huge following to have an engaging audience. 

Tiktok’s algorithm works by recommending content to users based off 4 main factors:


  • User’s interests – The interests a user selected when creating an account
  • User’s interactions – The videos a user likes,share and comments on
  • Video information- Video content a user engages with the most, the sounds, hashtags etc.
  • Account and device settings – The user’s device type, and country settings. 


For example, a consumer who engages with videos such as makeup tutorials from start to finish will continuously be shown similar videos. This is because the user shows a high level of interest in this type of content. In the same way, a user that is interested in home renovations will be shown related and relevant videos, such as before-and-afters of home renovations. 


Once you understand how TikTok’s algorithm works, your business can create content that will spark interest within your target audience.


Make Relatable, Thought-Provoking Content 


TikTok is a fast-moving platform, which makes it difficult to target large audiences. To catch a user’s attention, your content should be relatable specifically to your niche audience. Consider a construction company. You may think, “What place does a construction company have on a platform such as TikTok?” Yes, people like to see beautiful homes and amazing architecture, but they also love to see the process. People are fascinated by how a muddy building site can be transformed into a beautiful home. This goes for all industries – people like to see the “behind the scenes” of a finished product. 

Find The Right Hashtags

Hashtags such as #fyp and #foryoupage are frequently used, but they may not always put your content in front of the right audience. Use hashtags that would resonate with your ideal user. It is always a good idea to keep an eye on the trending hashtags and challenges, or even create your own. The global brand Boss created a challenge with the #cancelthenoise to promote their wireless earbuds; the challenge took on a life of its own when users created funny videos using their wireless earbuds to block out unwanted noise. Getting your business involved in global viral challenges is a great way to expand your reach. 


Use Trending Music and Sounds


There is a phenomenon known as the TikTok language. This is when a particular verse of a song or specific phrase becomes a trend that people say daily. For example, the phrase “Is it me? Am I the drama?” is a particular quote that has been used with over 14 thousand videos. The quote originated from the drag queen Scarlet Envy, but people are using it to highlight their realization that they could be the root of an issue or drama. Choosing which song or snippet to use can have a positive impact on the performance of your video. Make sure to stay up-to-date on the latest trends and use songs that match the tone of your business.

TikTok is the number-one app for driving consumer spending, surpassing Tinder for the top spot! 
KWSM has an in-house video team that will help give your brand a human face, and generate the results you’ve been looking for.

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