TikTok: A Deep Dive into the Algorithm Behind the Trends

TikTok, the favorite platform among Gen-Z & Gen-Alpha, offers unique opportunities for marketers to reach a broad audience—even without a huge following. But what exactly happens when you post a video on TikTok, and how can you leverage it to maximize your reach? The first step is to understand the algorithm behind the platform. Here are five significant differences between TikTok and other platforms & what that means for going viral.

The First Step: Initial Exposure

When you post a video on TikTok, the platform's algorithm gives it an initial push by showing it to a small group of users—typically between 300 and 500 accounts. These users are selected based on various factors, including hashtags, sounds, captions, and your follower base. This initial exposure is crucial; how these users interact with your content can determine whether it gets a broader audience or fizzles out.

The Power of Completed Views

One of the most significant factors in determining whether your video will go viral is the number of completed views it receives. While TikTok counts a “view” after 1 second, a completed view occurs when someone watches your video to the end, signaling the algorithm that the content is engaging and worth further promoting.

Unlike other platforms, where a view might count after a few seconds or even just one second, TikTok's emphasis on completed views ensures that only genuinely engaging content gets pushed to more users. This focus on quality Engagement means you must create content that captures attention quickly and holds it long enough to encourage full views.

Understanding the Lifespan of Viral Content

Once a video goes viral, its momentum doesn’t just stop. TikTok's algorithm continues to promote the video over time, although the daily view count will eventually decrease as the initial wave of virality subsides. The longevity of a viral video is often influenced by whether it inspires a trend or becomes part of a series.

Videos that spark trends tend to have a longer shelf life because other users will keep searching for the original content. These trends can extend the video's virality, leading to sustained Engagement over weeks or months.

The Lifecycle of Trends on TikTok

Trends on TikTok have a typical lifespan of about 90 days, during which they rise, peak, and eventually fade away. Timing is crucial for capitalizing on a trend. Posting too early might mean your video gets lost before the trend gains traction while posting too late could mean you miss the peak of the trend’s popularity.

Some trends, however, evolve into spinoff trends. These spinoffs occur when a specific line, word, or phrase in a sound inspires a new wave of content, effectively giving the original trend a second life. For marketers, recognizing and tapping into spinoff trends can be a powerful way to extend the impact of their content.

Leveraging TikTok's Algorithm for Success

For marketers, understanding the mechanics of TikTok’s algorithm is crucial for creating content that not only reaches a broad audience but also has the potential to go viral. By focusing on the factors that influence the algorithm—such as completed views, timing, and trend Engagement—you can significantly increase your chances of creating viral content that resonates with TikTok’s massive user base.

But In a Word, Luck

All the data in the world won't replace simple luck when it comes to going viral. Understanding the content that resonates with your demographic best while understanding the mechanics at play will give you the best chance but there are some trends you just can't predict (chocolate-covered strawberries anyone?). Be authentic. Don't be afraid to laugh at yourself or join the conversation, people love brands that are human.

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